News Feed Optimization (NFO) is the new SEO!

News Feed Optimization (NFO) is the new SEO!

One of the big mistakes I often see with companies when they are setting up a Page on Facebook is they spend more time planning “the wedding than they do the marriage” as I like to say. They spend all of the effort to get the page perfect and have it be in compliance with their corporate guidelines but they have no real plans for how they are going to grow their base of Fans with rich engaging content.

I often suggest to companies to put at least the same amount of time in identifying and planning for how you are going to create content for the site on an ongoing basis as you do in the planning and design of the site itself. And you would be surprised what I hear. Things like … “sure we already make tons of content, you know brochures, fact sheets, data sheets, web pages, case studies, etc” Oh my, that’s not the kind of content I meant!

It occurs to me my definition of content often differs from their definition of content. I mean content that can be used for Inbound Marketing (hat tip to HubSpot who created the term) things that can be shared socially like blog posts, eBooks, videos, podcasts, research reports. Also more advanced techniques like Polls, Promotions and Contests. All this is needed to get people to engage with your brand specifically in the form of “likeing” and commenting on it.

And the reason that this is so important is because …

Only .2% of Fans ever return to a Fan page and in some cases it’s more like .02% (hat tip to BrandGlue) So people on Facebook who “like” your Fan page basically never go back to it. So stop thinking of it as a micro site and making it all fancy. What you need to focus on is the content and optimizing it in order to get likes and comments which will help drive the amount of people that Facebook will show your page to.

It’s all based on Facebook’s algorithm called EdgeRank (see photo above). This is the algorithm that controls what you see in your News Feed when you log into Facebook.

Remember the days back in 1999-2000 when everyone was trying to get a banner ad on the homepage of Yahoo! Then came the days of wanting to appear at the top of a Google search (either paid or organically). What’s happening now is savvy marketers are creating content that gets liked a lot and commented on a lot so they will continually show up on individual homepages in Facebook. This is a new type of optimization called News Feed Optimization and it’s the next big race for all of us to embark on.

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