Have you ever shared something brilliant on Facebook, but gotten no response? Frustrating, isn’t it?
Often it isn’t because your post was not compelling or interesting, but that for some reason Facebook’s Edge Rank system simply decided not to show that post to as many people as it could.
Since we cannot truly know why a particular post weighs less in the News Feed, and since the item you posted is important for others to see – you would not have posted it otherwise, right? – there has to be something we can do to get a do-over!
I recommend recycling poor-performing posts. Give a post at least a month or more, but by then it is OK to re-post the content, but in another way.
For example, go to your Facebook Insights. Click on View Insights next to the Page you want to work on.
Click on Posts to get to All Posts
You will see a list of posts and their data, going back 90 days.
Across the top the columns are labeled, and 2 of the columns are Reach, and Engagement.
Depending on which you would like to target, click on one of them to sort all the posts based on that criteria, from least active to most active (the little arrow on the right side of the column label will be pointing up) so you can see at the top which are the poorest performing posts.
I personally like to use the Reach column, because that is the one we have the least control over, and which isn’t dependent on my audience interacting with the post – it simply is up to Facebook to show the post, which is what I want to correct for.
Within this sorted list I can see that the post on June 23 was only seen by 207 people. Since this post was about protecting intellectual property, which is a topic near and dear to my heart, and important for all business owners to be aware of, I want it to be seen by many more of my nearly 4,000 fans than 207!
This is therefore a great post for me to recycle in the future. Since only a couple of weeks has passed since I posted it, this would be a post I would prepare to recycle at a later date, perhaps scheduling it with my Post Planner app.
I would not simply share the post again. I would think about what the possible reasons are that Facebook might have shown that post to less people. Is it the post type – text, video, image, link, or a shared post? Is it the content, did I post too many words, or not enough? Did I not use words that were compelling? Was it the day of the week? Or the time of day?
This is really anyone’s guess but sometimes looking at your list will give you clues. In this case, I simply shared someone else’s share of a blog post link. I also had posted it at 9:10pm.
When I go to recycle this particular post, I would probably either create an image and then use the image caption area to describe the content and give a link to the blog post, or I would go to the blog post itself and share the link directly instead of through someone else. I would also probably try posting the same content earlier in the day.
Chances are you will get more reach the second time you post in this way.
On average I would recommend not recycling more than 2 or 3 of your poor performing posts per month. Your fans like fresh new content and so does Facebook. But when you have something important to get out there, you have to do your best to get it seen!
Consider also republishing in other ways such as blogging about it, with an excerpt and link back to the original, or creating a video about the topic.
Have you recycled blog posts in the past? If so have you gotten better results? Let me know in the comments below!
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