The secret to designing an effective Facebook marketing campaign is to understand how its algorithm works. While FB's algorithm is a closely guarded secret, Facebook's mission statement gives us a hint.
"Facebook’s mission is to give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them."If we look at what FB is trying to do, their goal is to help people (friends and families) share and express what matters. With this as the guide, and from our own research, FB's algorithm is designed to show our connections what is relevant to them. How FB determines what is relevant would be to use data like your viewing habits (what you look at and for how long) and your interactions (reaction, share and comment).
While FB 'likes' are still indicators of relevance, their value has dropped as studies have shown that likes do not accurately reflect relevance. FB therefore now gives more weight to interactions like shares, tags and comments.
If we understand how FB weights each interaction, a Facebook Marketing Campaign that focuses on getting people to 'like' a picture or post, will not rate very highly on relevance. The chance of it showing up on fan's newsfeed will therefore be low and it will take a great deal of effort (and ad money) to gain reach. However, if your Marketing Campaign leverages on how FB rates relevance, designing a contest to get participants to share or tag their friends will increase relevance and this will in turn enhance reach.
One successful campaign that CW Fong & Associates ran that leveraged on tagging was a "Pay It Forward" Contest. In this contest, participants were asked to tag a friend whom they wanted to appreciate. Those tagged were then automatically included into a lucky draw where they could win a prize from the organizer. As the contest leveraged on what FB rated as relevant, the contest achieved significant reach and new page likes for the client.
While there are no silver bullets, the secret to designing an effective Facebook Marketing Campaign is understanding and leveraging on FB's algorithm.
If you found this blog post useful, follow us on Social Media Academy SG.