This chapter focused on social media optimization, mainly Facebook. We will cover the path to Facebook news feed optimization, social media marketing and optimization and conversion rate optimization.
When setting up your Facebook for your business, it is important to remember that your initial page is vital to your success. Create content that encourages people to take action. You goal is to have your page in people's top news feed as often as possible, there are three different factors that determine how this happens. The first is your business's affinity score. Affinity score records how often the user will comment, like, or visit the profile in question. With this however, understand that a not very active user would have to take little action to raise your score, but a very active user would have to complete a lot of actions to raise your score. The second is your page's weight which is calculated by taking into consideration the number of actions taken on a post. The third is time decay, which is how long that particular post has been on Facebook. As more time passes, the more decay that post will take despite its about of likes.
Social Media Marketing and Optimization
Social networking sites are able to calculate the overall popularity and provide each user with their most popular choices. When working with Facebook try to engage with users, not with advertisements, but focus on why people are on Facebook; fun, learn something new, and keep connected. Ask questions that will entice the users and invite action that will ultimately benefit your ratings. Engage by hosting contests or posting videos and pictures. Be sure to engage on a regular basis to improve your rankings.
Conversion Rate Optimization
Conversion is about the numbers, if you aren't attracting the right fans to your page, you aren't going to be getting all you could have out of your page. Facebook has a tool called Facebook Insights which gives you direct feedback on how well your efforts are paying off. It gives you statistical information so you can tailor your efforts. Conversion rates happen when there is value for the user. For each post focus on the idea that while the computer is certainly an implement in creating your business, the true business development comes from being able to develop relationships.
Until next time,
-Caitlin Campbell
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