THE FACEBOOK NEWS FEED: What Brands Need to Know

May 2013

How can you help your brand content break through in a sea of status updates, competing

content, and pictures of kittens?

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Here’s a simple guide to working the system, including tips on how to improve content and

engage your audience.

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It all starts with your content. Your posts need to have the polish of an ad and be conversational enough

to engage people. Not easy.

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Tip: Use a ruler. Make sure you measure content performance so

you know what works best for your audience.

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Facebook’s EdgeRank decides whether or not your content will

be seen in your Fans’ News Feeds.

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Tip: Mix it up. Typically only 12% – 15% of your audience will be shown

your content organically, so make sure you design for different

audience segments.

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Fans can take both good and bad actions. That helps

EdgeRank decide to show your content to more, or fewer, of

your Fans.

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Tip: Look for the bad news. Seeing positive stuff is easy, but people

hiding or spamming your posts can kill your organic reach.

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A"er creating great content, here is your second key lever. Making a

“page post ad” shows your content to a lot more of

your Fans.

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Tip: Don’t throw good media dollars on poor content. ‘Nuff said.

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Now here’s where things gets tricky… When your fans take positive actions, it

generates “stories” and EdgeRank decides which of their friends see them.

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Tip: Ask for the sale. Use creative CTAs that encourage people to share

your content.

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Their friends see the content in their News Feeds and can also take actions, driving EdgeRank

again (or not).

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Tip: Double down. If you see a post is working really well, consider

targeting non-fans with your page post.

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Here is your third lever. Make a good thing even better. Use Sponsored Stories to amplify Fans’ positive

engagement and show content to more of their friends.

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Tip: Put your best foot forward! Test and learn to find the right budget, timing, and targets for

Sponsored Stories.

Your posts are just the beginning, make sure you keep the whole ecosystem in mind when creating

and promoting your content!

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Utilize CTAs

Measure content performance

Design content for different audience segments

Watch all user actions, including the negative ones

Target non-fans with strong content

Only amplify your best content

Spend media dollars wisely

CHEAT SHEET

Visit us at www.socialarc.com or contact us at:

6550 Vallejo Street | Suite 201 Emeryville, CA 94608 hello@socialarc.com

510.868.2787

For more information