Facebook is constantly tweaking EdgeRank, the behind-the-scenes algorithm that automatically chooses which stories appear in each user’s news feed. As the biggest social network in the world—it recently surpassed the one billion member milestone—Facebook aims to only share the most pertinent and engaging content with its users.
The latest major change to EdgeRank specifically affects corporate brand pages. Facebook has opted to reduce the frequency at which corporate page posts appear on fans’ news feeds in an effort to declutter the amount of brand-sponsored posts served up on mobile and tablet devices. This change requires companies to rethink their Facebook Page strategy in order to maximize the amount of visibility, reach, and engagement of their pages.
Increase Your Facebook EdgeRank by Going Local
In a way, this news shouldn’t be too surprising for savvy social marketers. Earlier this year, independent researcher Mainstay Salire released a report analyzing social media posts from corporate pages versus local brand pages. The researcher found that a typical local Facebook Page fan (someone who has liked the page) is worth 40 times a typical corporate Page fan.
Having tracked 14 million consumer interactions across Facebook, the report revealed that local fans pack a much bigger punch than corporate Fans from a sales and marketing perspective. While, at first glance, corporate Facebook Pages have the clear advantage in their massive fan bases and engagement, Mainstay discovered that local Facebook Pages actually generate 5x greater reach per fan and 8x more engagement per fan reached. Ultimately, one local fan is equal to 40 corporate fans.
With Facebook tweaking its EdgeRank algorithm to even further limit the reach of corporate page posts, it is clearer than ever that major businesses must go local with their social media efforts.
If you want to maximize reach and engagement with your customers on a national or even global scale, doing so from one corporate page is not the best way to do it. Instead, you need to equip your local salespeople and stores with the knowledge and software (like Hearsay Social) to help them best represent your brand on social media.
To learn more about how local pages outperform corporate pages on social media, download Mainstay Salire’s report, The Power of Going Local: Comparing the Impact of Corporate vs. Local Facebook Pages.