Recent changes to the way Facebook generates its news feed may have marketers rethinking the kind of content they post from a page — but they also need to consider the means by which they post it.
EdgeRank Checker last month conducted an analysis of 1 million updates on 50,000 pages that influence more than 1 billion fans. They result?
How you post matters.
EdgeRank Checker found that using a third-party API — such as Hootsuite or Seesmic — to update a Facebook Page decreases the likelihood of engagement per fan (on average) by about 80 percent. And in Facebook, it’s all about engagement.
EdgeRank Checker offered four theories for the lower engagement numbers from third-party API posts:
The theories are sound, but there’s an underlying message here — there are no shortcuts to effectively engage a Facebook community.
Third-party APIs are great at organizing social media efforts and simplifying the posting process. But creating content that people like, share and discuss takes time. The benefits of an engagement community, however, are certainly worth the effort.