A while ago, the unwritten rule of Facebook marketing was, “Thou Shalt Post Only Once Per Day on Thy Facebook Page.”
The logic behind this was that Facebook content had a much higher shelf life than content on other networks such as Twitter. Because of that, marketers wanted to be careful not to overwhelm their fans by blowing up their news feed with more than one post.
However, this way of thinking has pretty much gone out the window. Why? You can thank EdgeRank.
EdgeRank is the content filtering algorithm Facebook uses to determine who will see your post in their news feed. You can learn more about EdgeRank in one of my previous articles.
Anyway, with EdgeRank quickly becoming one of the most important aspects of Facebook marketing, everything we do should focus around it.
Without going into too much detail here, a large variable within the EdgeRank algorithm is time decay. Basically, as content ages, it become less valuable in Facebook’s eyes and is therefore less likely to be displayed in the news feed.
As their thinking goes, why would a user want to interact with content from three hours ago when they can interact with content from three minutes ago? Yes, I know three hours doesn’t seem like a long time by traditional publishing standards, but within the realm of social media, three hours is an eternity.
So what does all of this have to do with your Facebook page and the number of times you should post? Well, we no longer have to worry about inundating our fans with too much content on Facebook (within reason) due to EdgeRank. Just because we post something on our Facebook page no longer guarantees that it’ll show up on our fan’s news feeds.
Therefore, if we want to increase the chances that we will show up, we need to increase the number of times we’re posting.
This does not mean that the quality of our content can diminish. Facebook is certainly not the new Twitter. You should still keep the quality of your content as high as possible, with each post focused around encouraging interaction.
So, if you’ve been posting just once a day, boost up the frequency and see what happens. I think you’ll be pleasantly surprised with the results.
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