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The Secret to Increasing Your Facebook Return on Interest

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The Secret to Increasing Your Facebook Return on Interest
In our previous post we outlined the landscape of Facebook and how it uses an algorithm, formerly known as EdgeRank, to effortlessly update the News Feed with content that caters to the tastes of individual users. Facebook’s News Feed algorithm gets more complicated as it gets used, and can make it very hard for businesses hoping to organically reach users. Brands must adapt to the algorithm as it not only emphasizes quality over quantity, but also rewards quality and quantity of interactions. Here, we’ll shed some light on how you can better reach your users organically and increase what we call ROI, or ‘Return on Interest’. It is similar to Return on Investment, but aims to promoting Affinity with your audience that will lead to sales.

The Game of Affinity

While there are 100,000 factors at play in reaching your audience, the Facebook algorithm still takes into account three main things when determining what users see on their News Feeds: Affinity, Weight and Decay. Of the three, Affinity is the one you have some control over. The Affinity factor measures the amount of interaction between users, friends and pages, so that the more one user interacts with another, the more likely they are to see posts from them. In short, users who interact with your page will have an increased chance of seeing your posts on their News Feeds in the future. Even if it’s only a few hours old, as long as the Affinity is strong enough, the algorithm will bump up your story so they can see it.

Think of a variety of discussion topics. The perspective shift towards discussion topics promotes an opportunity for your users to interact and engage with your brand. The name of the game is Affinity and it is how you will reach more people.
Users Are Your Friends
Approach posts as if you were talking with friends. When introducing concepts or ideas, try to explain the topic in a way that’s simple and social. By making the subject easy to understand, you can inform your users about a topic they weren’t familiar with before. Education is a very viable method of organically reaching users, because as you inform your audience, you are also increasing the number of people who can potentially participate in future conversations. Your users now have the grounds to form their own opinions and ideas to speak upon, and even research further if they want to learn more.

Avoid Being Too Formal And Complicated

Assuming your audience is casually browsing, they won’t be likely to engage in a conversation that doesn’t speak to them. And they’ll be even less likely to interact with something they can’t understand. Likewise, if you are posting in an overly formal manner, it may come off as stiff and robotic, which will ultimately turn off many of your users. The information could be very credible and could lead to a very interesting discussion – but if the topic is new territory for your users, how can you expect them to interact with it if they have no idea what you are talking about? Keep it light.
Post Frequently and Diversify Your Content

This one can’t be stressed enough: post regularly. For obvious reasons, it increases the chance for users to see and interact with your posts. But also, because the algorithm is watching how users react to your posts and will track the quantity of interactions as well as the quality of interaction. As you begin to post on a regular basis, you should also vary the type of posts you share with your users (photos, videos, articles, etc). Through your frequency of posting, as well as the variety of your posts, you will gain valuable insight as to what kind of content engages your audience.

 

Stop Talking About Yourself

“But aren’t we supposed to tell people what we’re up to?”

Yes, update fans and be transparent, but ask yourself this: how can people really engage with your brand if your posts don’t speak to them?

The first thing to do is stop making posts in which the only call to action is to like your company page. Posts that contain, ‘Like this if…’, ‘Like our page’ or any other variation of this are actually devalued by Facebook’s algorithm. In an effort to maintain its goal in bringing a better experience to users , these posts will instantly be less likely to appear on News Feeds. In Facebook’s eyes the post doesn’t add value to users lives and thus deems it not worth their time. It is possible to bring positive attention to your brand without asking for Likes.

 

Don’t Get Discouraged

  • Users Are Your Friends – treat interactions on your pages as if you were just talking to your friends
  • Avoid Being Too Formal And Complicated- keep things light and casual
  • Post Frequently and Diversify Your Content – it helps to keep things interesting and helps with creating affinity with audiences
  • Stop Talking About Yourself- make an attempt to engage with others

It’s ok if you haven’t been getting a positive ‘Return on Interest’. There’s nothing worse than working hard on creating high quality content that isn’t appreciated as much as you’d hoped. Remember, it’s never too late to turn things around. It’s an experimental process that takes time. Just keep these points in mind and approach posting as a fun opportunity to learn about and learn fromyour users. Promote a call to action and don’t be afraid to ask them for their feedback. There’s no better research and development team than the people you are trying to reach.

In our previous post we outlined the landscape of Facebook and how it uses an algorithm, formerly known as EdgeRank, to effortlessly update the News Feed with content that caters to the tastes of individual users. Facebook’s News Feed algorithm gets more complicated as it gets used, and can make it very hard for businesses hoping to organically reach users. Brands must adapt to the algorithm as it not only emphasizes quality over quantity, but also rewards quality and quantity of interactions. Here, we’ll shed some light on how you can better reach your users organically and increase what we call ROI, or ‘Return on Interest’. It is similar to Return on Investment, but aims to promoting Affinity with your audience that will lead to sales.

The Game of Affinity

While there are 100,000 factors at play in reaching your audience, the Facebook algorithm still takes into account three main things when determining what users see on their News Feeds: Affinity, Weight and Decay. Of the three, Affinity is the one you have some control over. The Affinity factor measures the amount of interaction between users, friends and pages, so that the more one user interacts with another, the more likely they are to see posts from them. In short, users who interact with your page will have an increased chance of seeing your posts on their News Feeds in the future. Even if it’s only a few hours old, as long as the Affinity is strong enough, the algorithm will bump up your story so they can see it.

Think of a variety of discussion topics. The perspective shift towards discussion topics promotes an opportunity for your users to interact and engage with your brand. The name of the game is Affinity and it is how you will reach more people.
Users Are Your Friends
Approach posts as if you were talking with friends. When introducing concepts or ideas, try to explain the topic in a way that’s simple and social. By making the subject easy to understand, you can inform your users about a topic they weren’t familiar with before. Education is a very viable method of organically reaching users, because as you inform your audience, you are also increasing the number of people who can potentially participate in future conversations. Your users now have the grounds to form their own opinions and ideas to speak upon, and even research further if they want to learn more.

Avoid Being Too Formal And Complicated

Assuming your audience is casually browsing, they won’t be likely to engage in a conversation that doesn’t speak to them. And they’ll be even less likely to interact with something they can’t understand. Likewise, if you are posting in an overly formal manner, it may come off as stiff and robotic, which will ultimately turn off many of your users. The information could be very credible and could lead to a very interesting discussion – but if the topic is new territory for your users, how can you expect them to interact with it if they have no idea what you are talking about? Keep it light.
Post Frequently and Diversify Your Content

This one can’t be stressed enough: post regularly. For obvious reasons, it increases the chance for users to see and interact with your posts. But also, because the algorithm is watching how users react to your posts and will track the quantity of interactions as well as the quality of interaction. As you begin to post on a regular basis, you should also vary the type of posts you share with your users (photos, videos, articles, etc). Through your frequency of posting, as well as the variety of your posts, you will gain valuable insight as to what kind of content engages your audience.

 

Stop Talking About Yourself

“But aren’t we supposed to tell people what we’re up to?”

Yes, update fans and be transparent, but ask yourself this: how can people really engage with your brand if your posts don’t speak to them?

The first thing to do is stop making posts in which the only call to action is to like your company page. Posts that contain, ‘Like this if…’, ‘Like our page’ or any other variation of this are actually devalued by Facebook’s algorithm. In an effort to maintain its goal in bringing a better experience to users , these posts will instantly be less likely to appear on News Feeds. In Facebook’s eyes the post doesn’t add value to users lives and thus deems it not worth their time. It is possible to bring positive attention to your brand without asking for Likes.

 

Don’t Get Discouraged

  • Users Are Your Friends – treat interactions on your pages as if you were just talking to your friends
  • Avoid Being Too Formal And Complicated- keep things light and casual
  • Post Frequently and Diversify Your Content – it helps to keep things interesting and helps with creating affinity with audiences
  • Stop Talking About Yourself- make an attempt to engage with others

It’s ok if you haven’t been getting a positive ‘Return on Interest’. There’s nothing worse than working hard on creating high quality content that isn’t appreciated as much as you’d hoped. Remember, it’s never too late to turn things around. It’s an experimental process that takes time. Just keep these points in mind and approach posting as a fun opportunity to learn about and learn fromyour users. Promote a call to action and don’t be afraid to ask them for their feedback. There’s no better research and development team than the people you are trying to reach.

In our previous post we outlined the landscape of Facebook and how it uses an algorithm, formerly known as EdgeRank, to effortlessly update the News Feed with content that caters to the tastes of individual users. Facebook’s News Feed algorithm gets more complicated as it gets used, and can make it very hard for businesses hoping to organically reach users. Brands must adapt to the algorithm as it not only emphasizes quality over quantity, but also rewards quality and quantity of interactions. Here, we’ll shed some light on how you can better reach your users organically and increase what we call ROI, or ‘Return on Interest’. It is similar to Return on Investment, but aims to promoting Affinity with your audience that will lead to sales.
 
The Game of Affinity
While there are 100,000 factors at play in reaching your audience, the Facebook algorithm still takes into account three main things when determining what users see on their News Feeds: Affinity, Weight and Decay. Of the three, Affinity is the one you have some control over. The Affinity factor measures the amount of interaction between users, friends and pages, so that the more one user interacts with another, the more likely they are to see posts from them. In short, users who interact with your page will have an increased chance of seeing your posts on their News Feeds in the future. Even if it’s only a few hours old, as long as the Affinity is strong enough, the algorithm will bump up your story so they can see it.
 
Think of a variety of discussion topics. The perspective shift towards discussion topics promotes an opportunity for your users to interact and engage with your brand. The name of the game is Affinity and it is how you will reach more people.
 
Users Are Your Friends
Approach posts as if you were talking with friends. When introducing concepts or ideas, try to explain the topic in a way that’s simple and social. By making the subject easy to understand, you can inform your users about a topic they weren’t familiar with before. Education is a very viable method of organically reaching users, because as you inform your audience, you are also increasing the number of people who can potentially participate in future conversations. Your users now have the grounds to form their own opinions and ideas to speak upon, and even research further if they want to learn more.
 
Avoid Being Too Formal And Complicated
Assuming your audience is casually browsing, they won’t be likely to engage in a conversation that doesn’t speak to them. And they’ll be even less likely to interact with something they can’t understand. Likewise, if you are posting in an overly formal manner, it may come off as stiff and robotic, which will ultimately turn off many of your users. The information could be very credible and could lead to a very interesting discussion – but if the topic is new territory for your users, how can you expect them to interact with it if they have no idea what you are talking about? Keep it light.
 
Post Frequently and Diversify Your Content
This one can’t be stressed enough: post regularly. For obvious reasons, it increases the chance for users to see and interact with your posts. But also, because the algorithm is watching how users react to your posts and will track the quantity of interactions as well as the quality of interaction. As you begin to post on a regular basis, you should also vary the type of posts you share with your users (photos, videos, articles, etc). Through your frequency of posting, as well as the variety of your posts, you will gain valuable insight as to what kind of content engages your audience.
 
Stop Talking About Yourself
“But aren’t we supposed to tell people what we’re up to?” Yes, update fans and be transparent, but ask yourself this: how can people really engage with your brand if your posts don’t speak to them?
 
The first thing to do is stop making posts in which the only call to action is to like your company page. Posts that contain, ‘Like this if…’, ‘Like our page’ or any other variation of this are actually devalued by Facebook’s algorithm. In an effort to maintain its goal in bringing a better experience to users, these posts will instantly be less likely to appear on News Feeds. In Facebook’s eyes the post doesn’t add value to users lives and thus deems it not worth their time. It is possible to bring positive attention to your brand without asking for likes.
 
Don’t Get Discouraged
  1.  Users Are Your Friends – treat interactions on your pages as if you were just talking to your friends
  2. Avoid Being Too Formal And Complicated- keep things light and casual
  3. Post Frequently and Diversify Your Content – it helps to keep things interesting and helps with creating affinity with audiences
  4. Stop Talking About Yourself- make an attempt to engage with others
It’s okay if you haven’t been getting a positive ‘Return on Interest’. There’s nothing worse than working hard on creating high quality content that isn’t appreciated as much as you’d hoped. Remember, it’s never too late to turn things around. It’s an experimental process that takes time. Just keep these points in mind and approach posting as a fun opportunity to learn about and learn from your users. Promote a call to action and don’t be afraid to ask them for their feedback. There’s no better research and development team than the people you are trying to reach.

In our previous post we outlined the landscape of Facebook and how it uses an algorithm, formerly known as EdgeRank, to effortlessly update the News Feed with content that caters to the tastes of individual users. Facebook’s News Feed algorithm gets more complicated as it gets used, and can make it very hard for businesses hoping to organically reach users. Brands must adapt to the algorithm as it not only emphasizes quality over quantity, but also rewards quality and quantity of interactions. Here, we’ll shed some light on how you can better reach your users organically and increase what we call ROI, or ‘Return on Interest’. It is similar to Return on Investment, but aims to promoting Affinity with your audience that will lead to sales.

The Game of Affinity

While there are 100,000 factors at play in reaching your audience, the Facebook algorithm still takes into account three main things when determining what users see on their News Feeds: Affinity, Weight and Decay. Of the three, Affinity is the one you have some control over. The Affinity factor measures the amount of interaction between users, friends and pages, so that the more one user interacts with another, the more likely they are to see posts from them. In short, users who interact with your page will have an increased chance of seeing your posts on their News Feeds in the future. Even if it’s only a few hours old, as long as the Affinity is strong enough, the algorithm will bump up your story so they can see it.

Think of a variety of discussion topics. The perspective shift towards discussion topics promotes an opportunity for your users to interact and engage with your brand. The name of the game is Affinity and it is how you will reach more people.
Users Are Your Friends
Approach posts as if you were talking with friends. When introducing concepts or ideas, try to explain the topic in a way that’s simple and social. By making the subject easy to understand, you can inform your users about a topic they weren’t familiar with before. Education is a very viable method of organically reaching users, because as you inform your audience, you are also increasing the number of people who can potentially participate in future conversations. Your users now have the grounds to form their own opinions and ideas to speak upon, and even research further if they want to learn more.

Avoid Being Too Formal And Complicated

Assuming your audience is casually browsing, they won’t be likely to engage in a conversation that doesn’t speak to them. And they’ll be even less likely to interact with something they can’t understand. Likewise, if you are posting in an overly formal manner, it may come off as stiff and robotic, which will ultimately turn off many of your users. The information could be very credible and could lead to a very interesting discussion – but if the topic is new territory for your users, how can you expect them to interact with it if they have no idea what you are talking about? Keep it light.
Post Frequently and Diversify Your Content

This one can’t be stressed enough: post regularly. For obvious reasons, it increases the chance for users to see and interact with your posts. But also, because the algorithm is watching how users react to your posts and will track the quantity of interactions as well as the quality of interaction. As you begin to post on a regular basis, you should also vary the type of posts you share with your users (photos, videos, articles, etc). Through your frequency of posting, as well as the variety of your posts, you will gain valuable insight as to what kind of content engages your audience.

 

Stop Talking About Yourself

“But aren’t we supposed to tell people what we’re up to?”

Yes, update fans and be transparent, but ask yourself this: how can people really engage with your brand if your posts don’t speak to them?

The first thing to do is stop making posts in which the only call to action is to like your company page. Posts that contain, ‘Like this if…’, ‘Like our page’ or any other variation of this are actually devalued by Facebook’s algorithm. In an effort to maintain its goal in bringing a better experience to users , these posts will instantly be less likely to appear on News Feeds. In Facebook’s eyes the post doesn’t add value to users lives and thus deems it not worth their time. It is possible to bring positive attention to your brand without asking for Likes.

 

Don’t Get Discouraged

  • Users Are Your Friends – treat interactions on your pages as if you were just talking to your friends
  • Avoid Being Too Formal And Complicated- keep things light and casual
  • Post Frequently and Diversify Your Content – it helps to keep things interesting and helps with creating affinity with audiences
  • Stop Talking About Yourself- make an attempt to engage with others

It’s ok if you haven’t been getting a positive ‘Return on Interest’. There’s nothing worse than working hard on creating high quality content that isn’t appreciated as much as you’d hoped. Remember, it’s never too late to turn things around. It’s an experimental process that takes time. Just keep these points in mind and approach posting as a fun opportunity to learn about and learn fromyour users. Promote a call to action and don’t be afraid to ask them for their feedback. There’s no better research and development team than the people you are trying to reach.

In our previous post we outlined the landscape of Facebook and how it uses an algorithm, formerly known as EdgeRank, to effortlessly update the News Feed with content that caters to the tastes of individual users. Facebook’s News Feed algorithm gets more complicated as it gets used, and can make it very hard for businesses hoping to organically reach users. Brands must adapt to the algorithm as it not only emphasizes quality over quantity, but also rewards quality and quantity of interactions. Here, we’ll shed some light on how you can better reach your users organically and increase what we call ROI, or ‘Return on Interest’. It is similar to Return on Investment, but aims to promoting Affinity with your audience that will lead to sales.

The Game of Affinity

While there are 100,000 factors at play in reaching your audience, the Facebook algorithm still takes into account three main things when determining what users see on their News Feeds: Affinity, Weight and Decay. Of the three, Affinity is the one you have some control over. The Affinity factor measures the amount of interaction between users, friends and pages, so that the more one user interacts with another, the more likely they are to see posts from them. In short, users who interact with your page will have an increased chance of seeing your posts on their News Feeds in the future. Even if it’s only a few hours old, as long as the Affinity is strong enough, the algorithm will bump up your story so they can see it.

Think of a variety of discussion topics. The perspective shift towards discussion topics promotes an opportunity for your users to interact and engage with your brand. The name of the game is Affinity and it is how you will reach more people.
Users Are Your Friends
Approach posts as if you were talking with friends. When introducing concepts or ideas, try to explain the topic in a way that’s simple and social. By making the subject easy to understand, you can inform your users about a topic they weren’t familiar with before. Education is a very viable method of organically reaching users, because as you inform your audience, you are also increasing the number of people who can potentially participate in future conversations. Your users now have the grounds to form their own opinions and ideas to speak upon, and even research further if they want to learn more.

Avoid Being Too Formal And Complicated

Assuming your audience is casually browsing, they won’t be likely to engage in a conversation that doesn’t speak to them. And they’ll be even less likely to interact with something they can’t understand. Likewise, if you are posting in an overly formal manner, it may come off as stiff and robotic, which will ultimately turn off many of your users. The information could be very credible and could lead to a very interesting discussion – but if the topic is new territory for your users, how can you expect them to interact with it if they have no idea what you are talking about? Keep it light.
Post Frequently and Diversify Your Content

This one can’t be stressed enough: post regularly. For obvious reasons, it increases the chance for users to see and interact with your posts. But also, because the algorithm is watching how users react to your posts and will track the quantity of interactions as well as the quality of interaction. As you begin to post on a regular basis, you should also vary the type of posts you share with your users (photos, videos, articles, etc). Through your frequency of posting, as well as the variety of your posts, you will gain valuable insight as to what kind of content engages your audience.

 

Stop Talking About Yourself

“But aren’t we supposed to tell people what we’re up to?”

Yes, update fans and be transparent, but ask yourself this: how can people really engage with your brand if your posts don’t speak to them?

The first thing to do is stop making posts in which the only call to action is to like your company page. Posts that contain, ‘Like this if…’, ‘Like our page’ or any other variation of this are actually devalued by Facebook’s algorithm. In an effort to maintain its goal in bringing a better experience to users , these posts will instantly be less likely to appear on News Feeds. In Facebook’s eyes the post doesn’t add value to users lives and thus deems it not worth their time. It is possible to bring positive attention to your brand without asking for Likes.

 

Don’t Get Discouraged

  • Users Are Your Friends – treat interactions on your pages as if you were just talking to your friends
  • Avoid Being Too Formal And Complicated- keep things light and casual
  • Post Frequently and Diversify Your Content – it helps to keep things interesting and helps with creating affinity with audiences
  • Stop Talking About Yourself- make an attempt to engage with others

It’s ok if you haven’t been getting a positive ‘Return on Interest’. There’s nothing worse than working hard on creating high quality content that isn’t appreciated as much as you’d hoped. Remember, it’s never too late to turn things around. It’s an experimental process that takes time. Just keep these points in mind and approach posting as a fun opportunity to learn about and learn fromyour users. Promote a call to action and don’t be afraid to ask them for their feedback. There’s no better research and development team than the people you are trying to reach.

In our previous post we outlined the landscape of Facebook and how it uses an algorithm, formerly known as EdgeRank, to effortlessly update the News Feed with content that caters to the tastes of individual users. Facebook’s News Feed algorithm gets more complicated as it gets used, and can make it very hard for businesses hoping to organically reach users. Brands must adapt to the algorithm as it not only emphasizes quality over quantity, but also rewards quality and quantity of interactions. Here, we’ll shed some light on how you can better reach your users organically and increase what we call ROI, or ‘Return on Interest’. It is similar to Return on Investment, but aims to promoting Affinity with your audience that will lead to sales.

The Game of Affinity

While there are 100,000 factors at play in reaching your audience, the Facebook algorithm still takes into account three main things when determining what users see on their News Feeds: Affinity, Weight and Decay. Of the three, Affinity is the one you have some control over. The Affinity factor measures the amount of interaction between users, friends and pages, so that the more one user interacts with another, the more likely they are to see posts from them. In short, users who interact with your page will have an increased chance of seeing your posts on their News Feeds in the future. Even if it’s only a few hours old, as long as the Affinity is strong enough, the algorithm will bump up your story so they can see it.

Think of a variety of discussion topics. The perspective shift towards discussion topics promotes an opportunity for your users to interact and engage with your brand. The name of the game is Affinity and it is how you will reach more people.
Users Are Your Friends
Approach posts as if you were talking with friends. When introducing concepts or ideas, try to explain the topic in a way that’s simple and social. By making the subject easy to understand, you can inform your users about a topic they weren’t familiar with before. Education is a very viable method of organically reaching users, because as you inform your audience, you are also increasing the number of people who can potentially participate in future conversations. Your users now have the grounds to form their own opinions and ideas to speak upon, and even research further if they want to learn more.

Avoid Being Too Formal And Complicated

Assuming your audience is casually browsing, they won’t be likely to engage in a conversation that doesn’t speak to them. And they’ll be even less likely to interact with something they can’t understand. Likewise, if you are posting in an overly formal manner, it may come off as stiff and robotic, which will ultimately turn off many of your users. The information could be very credible and could lead to a very interesting discussion – but if the topic is new territory for your users, how can you expect them to interact with it if they have no idea what you are talking about? Keep it light.
Post Frequently and Diversify Your Content

This one can’t be stressed enough: post regularly. For obvious reasons, it increases the chance for users to see and interact with your posts. But also, because the algorithm is watching how users react to your posts and will track the quantity of interactions as well as the quality of interaction. As you begin to post on a regular basis, you should also vary the type of posts you share with your users (photos, videos, articles, etc). Through your frequency of posting, as well as the variety of your posts, you will gain valuable insight as to what kind of content engages your audience.

 

Stop Talking About Yourself

“But aren’t we supposed to tell people what we’re up to?”

Yes, update fans and be transparent, but ask yourself this: how can people really engage with your brand if your posts don’t speak to them?

The first thing to do is stop making posts in which the only call to action is to like your company page. Posts that contain, ‘Like this if…’, ‘Like our page’ or any other variation of this are actually devalued by Facebook’s algorithm. In an effort to maintain its goal in bringing a better experience to users , these posts will instantly be less likely to appear on News Feeds. In Facebook’s eyes the post doesn’t add value to users lives and thus deems it not worth their time. It is possible to bring positive attention to your brand without asking for Likes.

 

Don’t Get Discouraged

  • Users Are Your Friends – treat interactions on your pages as if you were just talking to your friends
  • Avoid Being Too Formal And Complicated- keep things light and casual
  • Post Frequently and Diversify Your Content – it helps to keep things interesting and helps with creating affinity with audiences
  • Stop Talking About Yourself- make an attempt to engage with others

It’s ok if you haven’t been getting a positive ‘Return on Interest’. There’s nothing worse than working hard on creating high quality content that isn’t appreciated as much as you’d hoped. Remember, it’s never too late to turn things around. It’s an experimental process that takes time. Just keep these points in mind and approach posting as a fun opportunity to learn about and learn fromyour users. Promote a call to action and don’t be afraid to ask them for their feedback. There’s no better research and development team than the people you are trying to reach.

In our previous post we outlined the landscape of Facebook and how it uses an algorithm, formerly known as EdgeRank, to effortlessly update the News Feed with content that caters to the tastes of individual users. Facebook’s News Feed algorithm gets more complicated as it gets used, and can make it very hard for businesses hoping to organically reach users. Brands must adapt to the algorithm as it not only emphasizes quality over quantity, but also rewards quality and quantity of interactions. Here, we’ll shed some light on how you can better reach your users organically and increase what we call ROI, or ‘Return on Interest’. It is similar to Return on Investment, but aims to promoting Affinity with your audience that will lead to sales.

The Game of Affinity

While there are 100,000 factors at play in reaching your audience, the Facebook algorithm still takes into account three main things when determining what users see on their News Feeds: Affinity, Weight and Decay. Of the three, Affinity is the one you have some control over. The Affinity factor measures the amount of interaction between users, friends and pages, so that the more one user interacts with another, the more likely they are to see posts from them. In short, users who interact with your page will have an increased chance of seeing your posts on their News Feeds in the future. Even if it’s only a few hours old, as long as the Affinity is strong enough, the algorithm will bump up your story so they can see it.

Think of a variety of discussion topics. The perspective shift towards discussion topics promotes an opportunity for your users to interact and engage with your brand. The name of the game is Affinity and it is how you will reach more people.
Users Are Your Friends
Approach posts as if you were talking with friends. When introducing concepts or ideas, try to explain the topic in a way that’s simple and social. By making the subject easy to understand, you can inform your users about a topic they weren’t familiar with before. Education is a very viable method of organically reaching users, because as you inform your audience, you are also increasing the number of people who can potentially participate in future conversations. Your users now have the grounds to form their own opinions and ideas to speak upon, and even research further if they want to learn more.

Avoid Being Too Formal And Complicated

Assuming your audience is casually browsing, they won’t be likely to engage in a conversation that doesn’t speak to them. And they’ll be even less likely to interact with something they can’t understand. Likewise, if you are posting in an overly formal manner, it may come off as stiff and robotic, which will ultimately turn off many of your users. The information could be very credible and could lead to a very interesting discussion – but if the topic is new territory for your users, how can you expect them to interact with it if they have no idea what you are talking about? Keep it light.
Post Frequently and Diversify Your Content

This one can’t be stressed enough: post regularly. For obvious reasons, it increases the chance for users to see and interact with your posts. But also, because the algorithm is watching how users react to your posts and will track the quantity of interactions as well as the quality of interaction. As you begin to post on a regular basis, you should also vary the type of posts you share with your users (photos, videos, articles, etc). Through your frequency of posting, as well as the variety of your posts, you will gain valuable insight as to what kind of content engages your audience.

 

Stop Talking About Yourself

“But aren’t we supposed to tell people what we’re up to?”

Yes, update fans and be transparent, but ask yourself this: how can people really engage with your brand if your posts don’t speak to them?

The first thing to do is stop making posts in which the only call to action is to like your company page. Posts that contain, ‘Like this if…’, ‘Like our page’ or any other variation of this are actually devalued by Facebook’s algorithm. In an effort to maintain its goal in bringing a better experience to users , these posts will instantly be less likely to appear on News Feeds. In Facebook’s eyes the post doesn’t add value to users lives and thus deems it not worth their time. It is possible to bring positive attention to your brand without asking for Likes.

 

Don’t Get Discouraged

  • Users Are Your Friends – treat interactions on your pages as if you were just talking to your friends
  • Avoid Being Too Formal And Complicated- keep things light and casual
  • Post Frequently and Diversify Your Content – it helps to keep things interesting and helps with creating affinity with audiences
  • Stop Talking About Yourself- make an attempt to engage with others

It’s ok if you haven’t been getting a positive ‘Return on Interest’. There’s nothing worse than working hard on creating high quality content that isn’t appreciated as much as you’d hoped. Remember, it’s never too late to turn things around. It’s an experimental process that takes time. Just keep these points in mind and approach posting as a fun opportunity to learn about and learn fromyour users. Promote a call to action and don’t be afraid to ask them for their feedback. There’s no better research and development team than the people you are trying to reach.