As Facebook continues its efforts to make money and provide users with the "best" user experience, businesses are getting hit hard. Reach and engagement numbers have taken a beating, and some Facebook page administrators are at a loss about what how to grow their pages (other than pour money into advertising and promoted posts). It's time to go back to the essentials. Join Eric Highland as he digs into Facebook's algorithm, Edgerank, which determines how many people your Facebook page updates will reach. Discover actionable methods that work for pages with 500 fans, 1,500 fans and 100,000 fans, based on how users behave on Facebook and what they really want to see. There are no short-cuts to growing a Facebook page in the current environment, but Eric will show you that it's possible and it can even be fun.

1. By Eric Highland
February 20, 2013
@erichighland
@knektion
@theaustinot
#BeAUSOME

2. 2012 Changes
Promoted Reach
IPO:
Posts: change:
May 18th September
May 22nd
Promoted posts for pages: May
Promoted posts for profiles: October

3. Reach Change:
Providing a Better User Experience
 September algorithm change
was designed to reduce user
spam complaints
 Decreased reach of pages and
apps that were generating lots
of spam reports
 Spam controls became more
visible to users
 Increased importance of user
engagement with pages
(equating engagement with
relevance)

4. Getting Along With the
New & Improved Facebook
Understand the conflict…
Traditional Social
Broadcast Engagement
Media Media

5. Let’s Talk EdgeRank

6. What Else Can Influence Your Reach:
Negative Feedback

7. The Types of Facebook Posts
 Text
 Photo
 Link
 Video
 App

8. Beware: Facebook Treats
Post Types Differently
 Reach
 Text posts – big reach
 Photo posts – medium reach
 Link posts – smallest reach

9. Post Types Receive Different Levels
of Engagement from Fans
 Engagement
 Photo posts – big engagement
 Text posts – medium engagement
 Link posts – smallest engagement

10. PTAT Facts: People Talking About This
 100,684 likes
 3,976 talking about this
 4% PTAT
PTAT: The
number of
unique people
who have created
a story about
your page

11. Comparing PTAT: Texas Hill Country
 117,745 likes
 171,869 talking about this
 146% PTAT
A story is created
when someone likes
your page, posts to
your
page, likes, commen
ts or shares one of
your page
posts, answers a
question you
posted, responds to
your
tags your page in a photo, checks in at your location, or
event, mentions
recommends your location.
your page,

12. Comparing PTAT: The Austinot
 4,550 likes
 6,077 talking about this
 134% PTAT

13. Comparing PTAT:
Disabled American Veterans Austin
 195 likes
 2,676 talking about this
 1372% PTAT

14. Expanding Reach & Engagement:
Encourage Photo Uploads
 Create reasons for fans to upload
photos to your page

15. Expanding Reach & Engagement:
Spend Time on Page News Feed
Q: How did you find us?
A: From you commenting on
another page I like
Comment as your page
Like other’s comments

16. Expanding Reach & Engagement:
Be Intentionally Communicative
In real life, you don’t build relationships with a person by
being passive and looking on from the sidelines.

17. Expand Reach & Engagement:
Find Big Fish in Your Niche
 Who can you partner with to expand your reach?
 Opportunities are endless, especially for online
publishers
 Look for people and organizations that you can help
 Tell people you’re talking about them
 Connect with the big fish
 Don’t be afraid to make an ask through a Facebook
message, email or phone call
 “Train” your online partners to look for your content
and share it

18. Wrapping Up
Remember:
1. Social Media is social.
2. It’s about engaging, not broadcasting.
3. Build affinity.
4. Understand the reach & engagement of different
post types.
5. Build relationships.
6. Reach out to pages with strong PTAT – look for the
big fish in your niche.

19. Stay in Touch
 @EricHighland
 @Knektion
 Facebook.com/Knektion
 @theAustinot
 Facebook.com/theAustinot