Reading time: 3 minutes

One of the most common questions about regarding corporate Facebook marketing is how often should I post the page? The puritans will probably say something along the lines with if you don’t have anything to say, don’t say anything. And if you do, then say it. Unfortunately, it doesn’t really work that way. Even if […]

by JERRY SILVER // Twitter, Facebook, Instagram
Digital PR specialist and CEO at Spin Factory

One of the most common questions about regarding corporate Facebook marketing is how often should I post the page?

The puritans will probably say something along the lines with if you don’t have anything to say, don’t say anything. And if you do, then say it.

Unfortunately, it doesn’t really work that way. Even if we sometimes relate to corporations as if they where humanoids, they are simply the sum of organized structures.

How Free Was The Wild West?

Often small and modern companies have no problems with allowing their employees to be free to leverage the corporate Facebook Page in any way they see fit. If something isn’t working, then you change it.

But for larger enterprises, especially multinational companies, the Facebook Page could easily turn into the Wild West. If you are a German customer who visits a multinational corporate Facebook Page, why should you have to learn Russian and the Cyrillic alphabet to understand what’s going on?

Now, add different launch dates and regional-specific information to the mix together with the ability to answer fans in their own language!

If you as a corporate marketing officer thinks that allowing total freedom for employees is in any way doing them a service, then you’re mistaken. If an employee acts carelessly as a spokesperson for the company on a Facebook page with millions and millions of fans, it could result in some serious crisis management for the company and the employee (who maybe meant no harm) could get fired. For posting stuff on Facebook.

Structure As A Strategy

To ensure a relevant corporate presence on Facebook, there has to be some rules. Compare this with economy; a market cannot be labeled as “free” if there are no regulations.

Regulating how often the company should post is also wise from a technical marketing perspective. Enter Facebook’s EdgeRank.

EdgeRank determines basically the visibility of your corporate post. EdgeRank is somewhat mysterious and only Facebook knows exactly how it works, but at least we can understand the pillars of this algorithm. And this alone gives you a pretty good hint of often to post.

Applying EdgeRank Magic

Here are some of the EdgeRank factors:

Time: The older a post gets, the less visible it will become. This means that you need to find out what types of updates that works best when. And you need to this per market; cultural differences and time-zones will otherwise kill your EdgeRank status.

Affinity: If a person has interacted with your corporate Facebook Page before, your messaging will be much more likely to reach them. Ideally, if you’re posting content that’s relevant for your target audience, you can get more and more interaction with each update.

Velocity: How fast a social object (i.e. corporate post) is gaining traction amongst the fan base will assist EdgeRank in deciding how many to show your messaging to. If you have 400 and Facebook pushes this message to 40 people and 30 of these reacts in some way, then you can be pretty sure that the algorithm will do its best to push it to another bunch of people in your fan base. Something to think about if you’re trying to get a lot of fans without a solid content strategy to back this up.

Importance: I’m pretty sure that you automatically (but temporarily) are given a better EdgeRank on the day of your birthday. This is Facebook guessing from statistics that this is very interesting to your friends. I’m also pretty sure that some words within your update affects your posts’ EdgeRank and there are probably these kinds of factors weighing in for your corporate Facebook Page as well.

The Tipping Point

If your Facebook Page update sparks X reactions, the users’ reactions might be visible to Y percent of their friends (here the EdgeRank comes into play again!). If Y is converting well enough, it will add to the X reactions continuously until time T finally kills it off completely.

You need a data-driven program to be able to manage this, because if you lack a feedback process, chances are you’ll be either acting blind or loose your Facebook Marketing competence the day your Community Manager decides to find another job.

How Many Times To Post

To answer the question of how many times a corporation should post is pretty easy, given the background provided above.

If you’re getting a ton of reactions on each update, it makes sense to update even more often. You can then interact with more people without hurting your EdgeRank too bad.

If you’re not getting a lot of reactions, you should consider changing your content strategy, because you’re EdgeRank is getting weaker with each update.

The Splicing Strategy

No-one can have missed all the fuss about Google+ and its Circles. But Facebook is somewhat of a player in this targeting game as well. Remember, getting one reaction is pretty damn good if you’re only targeting one person. EdgeRank scores that as a “100 percent” hit.

So, if you’re posting in Arabic, at least make sure to geo-target your post so that non-Arabic non-reactions won’t hurt your EdgeRank for no good reason at all.

Summary

Here’s the key takeaways:

1. Don’t just decide how often to post, do your homework and find out. The answer is right there in front of you.

2. Create structure and plan. Control, policies and regulations are not boring. If done right, they’ll make sure you’re relevant and fun for your fans.

3. Understand Facebook’s EdgeRank and tweak your content strategy accordingly.

4. By learning from what you’re doing, your company will gain insight and also be able to leverage the Tipping Point effect.

5. Increasingly improving in engaging your customers is great, but remember that this game is just as much about targeting fewer people at the time, but doing instead more often.

Never miss a Doctor Spin article again?

Join 4,100+ of the best people on the planet — my SpinCTRL subscribers
(+ download 23 Tactics for Content Promotion as a signup bonus).


SUBSCRIBE

###

Behind the keyboard:

Jerry Silver is the author of Doctor Spin, a PR blog that's been around for 15+ years. His fascination for corporate communication and human psychology runs deep. Via his own agency Spin Factory, every day's spent on coaching people and organizations on how to adapt to a 'digital first' world. In 2016, Cision Scandinavia named him "PR Influencer of the Year". Jerry lives in Stockholm, Sweden with his wife Lisah, journalist and television host, and their two-year-old son, Jack.

Interested in Jerry’s services or speaking engagements? Learn more.

Add your comment:

Raj Singh

Spoken like a true 

Reply
Raj Singh

Was going to say – spoken like a true strategist! Thanks for the quick run-through on Edge Rank.

So what about the structure behind allowing employees to post / the implementation of a corporate strategy? It makes sense to me that there should really only be ONE authoritative social media strategist who gets the final say and, if employees have a suggested post, it should be run by that strategist to figure out the details (timing, targeting, value, etc). Could result in “optimization” of EdgeRank positioning. 

Doktor Spinn

Thanks man.

I think that’s a key question. On the one hand you want to create an engaging environment for the fans and that must come first, but on the other hand you don’t want to “gag” your own employees either.

Since a few years back I’ve been constantly recommending a tiered strategy for this. You have official posts and you have individual posts. The official posts are part of the corporate agenda / message calendar. Individuals within the company can then – and should be encouraged to – interact and share, comment and discuss freely as individual.

Why is this?

It’s a question of trust capital. The brand stands for something and should not take that “contract” lightly. And the same goes for the individuals, because they have their trusted networks, too.

It’s not the right of every employee to change corporate strategy whenever they feel like it and it’s not the brand’s right to “use” the individuals trusted networks as they see fit.

So, on a great Facebook Page driven by a big company, you can see employees taking part in the discussion based on their free will to do so. And sometimes, when aligned with the brand strategy, they can act as branded spokespersons.

If nothing else this is the only fair structure to the fans/customers: This is the way for them to know when the people who they’re interacting with are paid or not.

As far as transparency goes, transparency is about being open with your agenda and your intentions, not changing messaging strategy for thousands of your fellow co-workers.

Raj Singh

Spoken like a true 

Reply
Raj Singh

Was going to say – spoken like a true strategist! Thanks for the quick run-through on Edge Rank.

So what about the structure behind allowing employees to post / the implementation of a corporate strategy? It makes sense to me that there should really only be ONE authoritative social media strategist who gets the final say and, if employees have a suggested post, it should be run by that strategist to figure out the details (timing, targeting, value, etc). Could result in “optimization” of EdgeRank positioning. 

Doktor Spinn

Thanks man.

I think that’s a key question. On the one hand you want to create an engaging environment for the fans and that must come first, but on the other hand you don’t want to “gag” your own employees either.

Since a few years back I’ve been constantly recommending a tiered strategy for this. You have official posts and you have individual posts. The official posts are part of the corporate agenda / message calendar. Individuals within the company can then – and should be encouraged to – interact and share, comment and discuss freely as individual.

Why is this?

It’s a question of trust capital. The brand stands for something and should not take that “contract” lightly. And the same goes for the individuals, because they have their trusted networks, too.

It’s not the right of every employee to change corporate strategy whenever they feel like it and it’s not the brand’s right to “use” the individuals trusted networks as they see fit.

So, on a great Facebook Page driven by a big company, you can see employees taking part in the discussion based on their free will to do so. And sometimes, when aligned with the brand strategy, they can act as branded spokespersons.

If nothing else this is the only fair structure to the fans/customers: This is the way for them to know when the people who they’re interacting with are paid or not.

As far as transparency goes, transparency is about being open with your agenda and your intentions, not changing messaging strategy for thousands of your fellow co-workers.