Yesterday Facebook began rolling out Promoted Posts to many pages. Reports from readers seem to indicate that pages with fewer than 500 fans are not seeing the “promote” option but larger fan base pages are.
In a highly unscientific test, I posted two identical post yesterday on one fan page and “promoted” one with a $5.00 budget. The promoted post, as of this morning, reached 637 people and the regular post reached 76 people. This very revealing look behind the Edgerank curtain confirms what most Facebook page owners were feeling. Posts are being seen only by those who either choose to come to your page on a regular basis or those who have interacted with your content in their news stream recently.
Promoted Posts on Facebook amplify Edgerank.
This doesn’t mean you’ll need to pay a promotional fee for every post, but it does mean you may want to do this for special promotions or posts that are very important to your brand. Real time analytics are now showing below every post on most of the fan pages. These are only visible to the admins. These are excellent pieces of information and tell you exactly how many people are seeing what you post. The new real time analytics can help you make decisions about whether or not to promote a post and can help you adjust your editorial and graphic strategy to create higher engagement and therefore less need to pay to play.
Let me know what you’re seeing on your Facebook business pages? Do you have the new analytics showing yet? Have you experimented with the “promoted posts” feature? What do you think?