Alternate Title: When Those Trying To Help Actually Hinder
Over the last week or two, those in the social business sphere have been inundated with a rash of messages, posted on personal profiles and business pages alike, deeming interest lists as the savior to decreased Edgerank and overall interaction. Alas, these posts took the spirit and real value of interest lists and diminished real value with incorrect information which might actually diminish levels of connection, interaction and eventual engagement.
“Since Facebook has begun to ask page administrators to pay to promote their pages, only 10% of page fans receive the updates we post here. To receive ALL of our posts, please do the following:
1) Go to our page.
2) Hover your mouse over where it says “LIKED” and click on “Add to Interests Lists”.
3) Commenting or clicking “like” on our page every once in a while will also keep us on your feed.”
There are several issues with these statements, and I’ll touch on each.
First, Facebook has “promoted” the promoted post for a while, but they certainly haven’t come out and said, “Hey, you…page admin – the only way your posts are going to get seen is if you promote them”. And no Facebook authority has piped up on either Edgerank or Interest lists, except to tout the lists as a valuable resource (which they are – I’m not disputing that). In fact, Facebook has been quite silent on the whole algorithm discourse.
Next, I’m not sure who came up with the 10% number. Many colleagues and experts have been testing reach, promotion, post types and within all of that testing, I haven’t seen any nice round number like 10%. Round numbers just don’t occur all that often, unless someone is averaging or generalizing. I don’t think averages or generalized numbers are particularly useful in an industry that has no one-size-fits-all solutions. Social works differently for each adopter, on each platform, and on any given day. With the spooky holiday just around the corner, we might feel justified stating that it often seems to involve “black” magic. To see some interesting information about reach, promotions and numbers/data, I suggest you check out Jon Loomer’s blog posts from the last month or two. Not generalized and he’s quick to point out that the numbers he sees cannot necessarily be repeated for each user.
To continue, while Interest lists are a fantastic resource, they are ABSOLUTELY NOT a guarantee that you’re going to get more post views and/or interaction. Why? Well…
- Interest lists require an extra step in the action sequence, not once – but twice. First, when someone decides to like your page, they have to make the choice whether or not to add you to an interest list. Then, when they’re viewing their feed, they have to make the call to open/view a list. With the prevailing quick preview and scan manner of viewing content, that second step might actually mean you lose follower views and interaction.
- Even with an interest list, especially if you simply have one large list, no one’s going to scroll through screen after screen of content. Sure, if you post often, you have a better chance of your content showing up within a few scrolls. But that’s the same with the feed itself. Again, that extra click to open the list is key.
- Interest lists have no sort options, so it’s simply timing of posts and number of pages in a list that determine where your post shows up.
And lastly, these pleas to help you out because Facebook has let you down are akin to begging. Would you do business with someone who, based on very short and often casual business connection, essentially whined and complained about their inability to be heard? Of course you wouldn’t. So, why would you resort to that kind of behavior yourself?
I’ve often said there’s no easy solution to getting your message heard. As with any other type of marketing, hard work, dedication, trial and error and good old effort play the deciding role in your message, product or service being seen. It’s the same when you’re marketing with social media. You have to spend your time in the trenches, liking and sharing, taking part in discussions, researching great content to share, generating new ideas that create your own content, etc. Time and effort, creating and cultivating good, interested and strong connections – that’s the key. And it’s not a simple, fast, or immediate solution. It’s something you’ll have to put into practice and effect for the long term.
If the interest list was the end all, be all solution, we’d have heard this quite a while back, when interest lists first made their appearance. Sadly, though…this is another of those poorly researched solutions run amok. It’s simply being shared, rather than scrutinized for actual value and merit. As with many memes and top tips, it gets shared with the intent of assisting and aiding, when – in reality, it simply isn’t helpful.