Community Management, Content Marketing, Social Media Tools, Blogging and Content Creation, Brand Communities, Facebook

Is Your Company More Interesting Than My Wife?

Erin The Cheerleader From Barrhead on Flickr Photo Sharing Is Your Company More Interesting Than My Wife?If you’re going to succeed on Facebook, you don’t just have to be more interesting than other companies, you have to be more interesting than my friends and relatives. Are you prepared for that?

My friend Jeff Widman runs BrandGlue, a consultancy that helps companies better manage their Facebook fan pages. He told me recently that since Facebook rolled out the news feed changes (they decide what gets shown on your news feed based on what you’ve “liked” and commented upon in the past, and what your friends have “liked” and commented upon), that only 2 out of every 1000 Facebook updates will show up in your news feed.

2 out of 1000. It’s like playing the content lottery.

That 1000 is comprised of updates from every person with whom I am friends, and every page or group of which I am a fan. My mom. My wife. My brother. My best friends. Clients. Former coworkers. And about 75 brand fan pages (in my case).

So, if you are Jason Falls’ Social Media Explorer (a brand of which I am a fan on Facebook) you have to get me to engage with your updates as often or more often than I engage with the updates from everyone else.

Thus, the absolute key to Facebook success is creating status updates that encourage or demand interaction. Here’s an example of content from from my friend, the utterly fabulous social buzz-builder Amy Martin at Digital Royalty, that is not optimized to compete for my attention:
Facebook Home 1 Is Your Company More Interesting Than My Wife?

Here’s how that same message could be tweaked to “win” likes or comments from me, and thus have a greater chance of showing up in my news feed – and thus the news feeds of my friends.

- First, the message could have been shown to only people in Baltimore.
- Assuming that is too narrow of an audience, I might suggest writing it this way:

“Who do you know in Baltimore or the Northeast that’s into sports and social media? Digital Royalty is co-hosting an event at ESPN Zone to tie in with National Sports Forum (link). Who should we invite?”

Positioning the content as a question and a request for help will solicit likes and comments that will push the update into the news feeds of many, many more people.

It’s also critical to recognize that since Facebook added the “share” functionality just a couple weeks ago, that this button only appears adjacent to links, photos, or videos. (You’ll notice the “share” link in the Digital Royalty post above, because there’s a link to the event details in the post). If you just post a regular text status message, “share” doesn’t show up, making it substantially more difficult for your fans to spread your content on your behalf. Thus, Facebook has essentially said that photos, videos and links are preferable to text-only status updates.

In many ways, Facebook fan pages are post-modern email newsletters. Keeping your customers up-to-date and keeping your brand top-of-mind. You’re fighting it out for our attention every time you add content, and multi-media is better than text.

Are you thinking about that, or are you just posting?

(photo by jimmy_macdonald)

Related
  • http://twitter.com/jmctigue/statuses/8541376640 jmctigue (John McTigue)

    Twitter Comment


    If you’re wondering why your Facebook updates are completely ignored, read this! – [link to post]

    Posted using Chat Catcher

  • Jolie Perara

    Once you have found out what and where your customers are in the social media realm, the next most important thing to do is write-out what your brand character is like. That can start by asking this simple question: How can I take my “friends” to a place where they can’t go on their own? In my blog I write about some ideas to help start a branding character storyline. http://jolieperara.blogspot.com/

  • http://twitter.com/jmctigue/statuses/8541376640 jmctigue (John McTigue)

    Twitter Comment






    If you're wondering why your Facebook updates are completely ignored, read this! – [link to post]

    Posted using Chat Catcher

  • http://twitter.com/CanDoCanBe/statuses/8552452431 CanDoCanBe (Karen Skidmore)

    Twitter Comment


    If u use facebook for biz, u need to read this from @jaybaer [link to post] about updates /via @unmarketing

    Posted using Chat Catcher

  • katiryan

    Such an interesting take on Fan Pages; it makes perfect sense. I like where you say, “Thus, the absolute key…is creating status updates that encourage or demand interaction.” You are exactly right. We can't just post updates, we must engage the consumers with our brand(s) in order to be successful.

    As always, great post, Jay!

  • http://www.nehalkazim.com Nehal Kazim

    I like how there's life in the modified update.

    I'm a fan of Mashable's page on Facebook and it absolutely takes over my feed some days. But, the updates that I read and react to are the posts that are most relevant to me and ask for my input.

    How do you position questions that are more relevant to the audience? Is the solution just asking more answers?

  • http://twitter.com/BraunDoug Doug Braun

    Good points Jay. I'm sure that most people aren't aware of how Facebook significantly changed and strengthened the filtering of each person's news feed. Audience interaction is now so much more important to whether or not your updates see the light of day on Facebook.

    Thanks again for keeping us all up-to-date Jay!

  • http://cfagbata.com cfagbata

    Jay as always I have learnt something new, I never know that the share button only comes up for other types of updates that are not text based, often times I search aimlessly for the share button. I admit that I have just been posting and nothing more. Thanks for the insight.

  • http://www.johnpaulaguiar.com John Paul

    Very nice tip. Facebook is becoming harder and harder to get the attention for my posts and business.

    I def agree that asking questions is a great way to get people involved.

  • ericboggs

    Status updates = subject lines with a bit more room to operate. Just gotta coax out the next step along the path – a like, rt, click, comment, or whatever.

    (Not that the subject line parallel really helps. People still write lazy subject lines.)

    Also – you might enjoy this bit about a clearly over-thought, over-sanitized Facebook post from a ginormous CPG: http://www.argylesocial.com/blog/2010/1/26/bad-

    Eric

  • http://scgpr.com/ Jenny

    Nice post. We manage FB pages for clients and you're right on. A question does help garner comments. Interesting about the no share button on text only updates.

  • http://www.donmartelli.com Don Martelli

    Good post. You're dead on about creating action. That's the key for anything social media related. Consumers will only move if they are asked to AND what you're proposing is worthy of their time.

  • http://sklz.com/ Kelsey

    As a fairly regular Facebooker, I get annoyed at the staleness of my feed created by the new system. I see posts by only a handful of people and updates at the top of my feed may be as old as 10 hours ago. I find myself clicking 'view live feed' every time I log in so that I can see more of what's going on with more people and more brands. I'm curious if I'm an anomaly or if updates aren't as overlooked as this post would lead us to believe?

  • http://twitter.com/CanDoCanBe/statuses/8552452431 CanDoCanBe (Karen Skidmore)

    Twitter Comment






    If u use facebook for biz, u need to read this from @jaybaer [link to post] about updates /via @unmarketing

    Posted using Chat Catcher

  • http://twitter.com/propertyware/statuses/8560054196 propertyware (Propertyware)

    Twitter Comment


    If u use facebook for biz, u need to read this from @jaybaer [link to post] about updates via @unmarketing

    Posted using Chat Catcher

  • http://www.marketingbyweb.co.uk/ Claire Jarrett

    Thanks for this, very interested with the idea Facebook prefers other content than just status updates, so I will be testing this week!

  • smowery

    This is VALUABLE information Jay. Thanks! Most people have no idea that Facebook is control the news feed in this way. If we don't post “shareable” information that engages our audience, than why be there at all?

  • http://twitter.com/krenee76 Kiesha

    Well, I'm certainly thinking about it now! Thanks for grabbing my attention with this catchy title!

  • mikeventura

    Jay –

    Great stuff. I ALWAYS counsel my clients to ask a question in their Facebook posts, and it should always be last in the order.

    Another tactic that we use is to try to tie into something culturally current – this past Monday morning, one of our clients asked for opinions on Lady Gaga's costumes at the Grammy Awards. All your posts or comments do not have to be 100% “business.” It doesn't hurt your brand to show a human side and to acknowledge the world that we all live in. In the Lady Gaga example, our client got SEO bumps from folks searching for “Lady Gaga” or “grammys.”

  • http://twitter.com/propertyware/statuses/8560054196 propertyware (Propertyware)

    Twitter Comment






    If u use facebook for biz, u need to read this from @jaybaer [link to post] about updates via @unmarketing

    Posted using Chat Catcher

  • http://twitter.com/carolynjbaker/statuses/8576903798 carolynjbaker (Carolyn Baker)

    Twitter Comment


    Great gem from RT @RochelleVeturis If u use facebook for biz, u need to read this from @jaybaer [link to post]

    Posted using Chat Catcher

  • http://twitter.com/carolynjbaker/statuses/8576903798 carolynjbaker (Carolyn Baker)

    Twitter Comment






    Great gem from RT @RochelleVeturis If u use facebook for biz, u need to read this from @jaybaer [link to post]

    Posted using Chat Catcher

  • http://twitter.com/nextlevelevery/statuses/8588044085 nextlevelevery (catherine bryan)

    Twitter Comment


    Rule to live by … RT @jaybaer [link to post]

    Posted using Chat Catcher

  • http://twitter.com/nextlevelevery/statuses/8588044085 nextlevelevery (catherine brya

    Twitter Comment






    Rule to live by … RT @jaybaer [link to post]

    Posted using Chat Catcher

  • Catherine

    Good article. Thanks.

  • http://www.vongehrconsulting.com/ Erroin Martin

    Like with anything else in social media patience is a virtue when it comes to building fan pages and fans. Most companies typically just jump into it without a plan and get frustrated because they are not measuring the right metrics. Take a breather, have a plan, and have patience in building your fan page.

  • http://adfarmonline.com/ Warren Fick

    Best headline ever? If not, darn close. More than enough to make me click through from PR Daily Newsletter to this bit of genius. So, thanks. I’m inspired to help take B2B Facebook content to heights my spouse can only dream of.

  • http://twitter.com/lorrainesiew/statuses/8612871442 lorrainesiew (Lorraine Siew)

    Twitter Comment


    RT @glue: RT @LisaNewkirk: @jaybaer – Facebook Key: Create status updates that demand interaction. [link to post] (w/crucial FB tip fr

    Posted using Chat Catcher

  • http://twitter.com/lorrainesiew/statuses/8612871442 lorrainesiew (Lorraine Siew)

    Twitter Comment






    RT @glue: RT @LisaNewkirk: @jaybaer – Facebook Key: Create status updates that demand interaction. [link to post] (w/crucial FB tip fr

    Posted using Chat Catcher

  • http://jeremymbryant.com Jeremy Bryant

    Jay,
    Great post. We are all starting to see the advertisements coming out of the wood works, and we all know what we do with ads. I really like the idea of posing the question to the audience, and making them part of the even or solution. It also really stands out above the rest of the posts. Thanks for the ideas; they will be starred for sure!

  • scotttownsend

    Thanks for the education Jay. This post has been very enlightening. From now on I am going to get down and dirty with my updates from United Linen. No more staid headlines. This B2B is going B2FREAK

    What are you looking at???

  • http://twitter.com/sunnyc/status/8773594679 Sunny Cervantes

    Key to Facebook success is creating status updates that encourage or demand interaction. http://ow.ly/14HV4 via @unmarketing

  • http://twitter.com/popowski/status/8774638396 Mike Popowski

    Nice article from @jaybaer on how to succeed on Facebook: http://bit.ly/bYkgXO #socialmedia

  • http://twitter.com/kdrewien/status/8808400922 Kathy Drewien

    Facebook fan pages are post-modern email newsletters. Is yours more interesting than my family? http://ow.ly/14Grw

  • http://twitter.com/rarmendariz/status/8821033058 Becky Armendariz

    "2 out of 1000. It’s like playing the content lottery." RT @jaybaer Is Your Company More Interesting Than My Wife? http://bit.ly/cOdKAx

  • http://twitter.com/randymatheson/status/8824327556 Randy Matheson

    @CrystalGibson – this page might help, the FB newfeed is all about interactions with a profile (persnal or brand) http://bit.ly/c6qlN1

  • http://twitter.com/jeterbugg/status/8828708737 Jessica Stephens

    Thx @JackiMieler for reminding me @jaybaer knows what he's talking about! -Is Your Company More Interesting Than My Wife? http://ow.ly/15eO1

  • http://twitter.com/devseo/status/8842988188 Alex Hall

    Is Your Company More Interesting Than My Wife? – http://bit.ly/9DXAxi

  • http://twitter.com/plugmediagroup/statuses/8946247257 plugmediagroup (Mark Evangelista)

    Twitter Comment


    With #FB new format, 2 of 1000 posts end up in your news feed. Marketers got to make updates a call to action. [link to post] #mktg #sm

    Posted using Chat Catcher

  • http://twitter.com/plugmediagroup/statuses/8946247257 plugmediagroup (Mark Evangelis

    Twitter Comment






    With #FB new format, 2 of 1000 posts end up in your news feed. Marketers got to make updates a call to action. [link to post] #mktg #sm

    Posted using Chat Catcher

  • http://twitter.com/plugmediagroup/status/8946247257 Mark Evangelista

    With #FB new format, 2 of 1000 posts end up in your news feed. Marketers got to make updates a call to action. http://ow.ly/16axT #mktg #sm

  • http://twitter.com/vangeman/status/8946247581 VangeMan

    With #FB new format, 2 of 1000 posts end up in your news feed. Marketers got to make updates a call to action. http://ow.ly/16aGn #mktg #sm

  • http://twitter.com/windward/status/8959436664 Tina Marker

    Have a Facebook Fan Page? Here's some good advice http://bit.ly/c6qlN1

  • http://twitter.com/daytondining/status/8959684007 Lisa Grigsby

    RT @Windward: Have a Facebook Fan Page? Here's some good advice http://bit.ly/c6qlN1

  • http://twitter.com/successpush/status/8985087460 Jeffrey Bake

    RT @davidtheprguy: Is your company more interesting than my wife? http://tinyurl.com/ylldxbe

  • http://twitter.com/grahamhofs/status/9173609722 Graham Hofs

    New tweak to Facebook pages that is important to be aware of RT @jaybaer Is Your Company More Interesting Than My Wife? http://bit.ly/cOdKAx

  • http://twitter.com/kaderead/status/9444091115 Kade Dworkin

    Is Your Company More Interesting Than My Wife? @jaybaer http://bit.ly/cQ3We1 Interesting reframe for how I'll address Facebook – 94

  • http://twitter.com/leslycardec/status/9503973222 Lesly Cardec

    RT @jaybaer: Is Your Company More Interesting Than My Wife? http://bit.ly/cb4Ewd

  • http://twitter.com/ashleykingsley/status/9504249824 Ashley E. Kingsley

    RT @jaybaer: Is Your Company More Interesting Than My Wife? http://bit.ly/cb4Ewd

  • http://twitter.com/kellethompson/status/9634450368 Kelle Thompson

    RT Is Your Company More Interesting Than My Wife? http://bit.ly/cb4Ewd -Gr8 insight if you are managing a Facebook fan page.

  • http://twitter.com/theprguycom/status/12865571791 David Kirk

    Is your company more interesting than my wife? http://tinyurl.com/ylldxbe

  • http://twitter.com/theprguycom/status/12865571791 David Kirk

    Is your company more interesting than my wife? http://tinyurl.com/ylldxbe

  • http://twitter.com/theprguycom/status/12865571791 David Kirk

    Is your company more interesting than my wife? http://tinyurl.com/ylldxbe

  • http://twitter.com/theprguycom/status/12865571791 David Kirk

    Is your company more interesting than my wife? http://tinyurl.com/ylldxbe

  • http://twitter.com/theprguycom/status/12865571791 David Kirk

    Is your company more interesting than my wife? http://tinyurl.com/ylldxbe

  • http://twitter.com/oneent/status/12865605248 oneentertainmentelss

    RT @thePRguycom: Is your company more interesting than my wife? http://tinyurl.com/ylldxbe

  • http://twitter.com/oneent/status/12865605248 oneentertainmentelss

    RT @thePRguycom: Is your company more interesting than my wife? http://tinyurl.com/ylldxbe

  • http://twitter.com/oneent/status/12865605248 oneentertainmentelss

    RT @thePRguycom: Is your company more interesting than my wife? http://tinyurl.com/ylldxbe

  • http://twitter.com/rachaelcochrane/status/12866056201 RachaelCochrane

    RT @thePRguycom: Is your company more interesting than my wife? http://tinyurl.com/ylldxbe

  • http://twitter.com/rachaelcochrane/status/12866056201 RachaelCochrane

    RT @thePRguycom: Is your company more interesting than my wife? http://tinyurl.com/ylldxbe

  • http://twitter.com/lisadiaz/status/20191296948 lisadiaz

    RT @jaybaer: Is Your Company More Interesting Than My Wife? http://om.ly/pzmb

  • http://twitter.com/techguerilla/status/20191331797 Matt Ridings

    I cannot compete w/ your wife RT @jaybaer: Is Your Company More Interesting Than My Wife? http://om.ly/pzmb

  • http://twitter.com/socialmediafltr/status/20191918523 Social Media Filter

    RT @jaybaer Is Your Company More Interesting Than My Wife? http://om.ly/pzmb

  • http://twitter.com/marketingfltr/status/20191918967 Marketing Filter

    RT @jaybaer Is Your Company More Interesting Than My Wife? http://om.ly/pzmb

  • http://twitter.com/gamesngadgetz/status/20191938350 John Talaguit

    RT @marketingfltr: RT @jaybaer Is Your Company More Interesting Than My Wife? http://om.ly/pzmb

  • http://twitter.com/danielpsullivan/status/20192311909 Daniel P. Sullivan

    Ha! I haven't even read yet, but that made me laugh. RT @jaybaer: Is Your Company More Interesting Than My Wife? http://om.ly/pzmb

  • http://twitter.com/mike_stelzner/status/20198077254 Michael A. Stelzner

    RT @jaybaer: Is Your Company More Interesting Than My Wife? http://om.ly/pzmb

  • http://twitter.com/lazaros79/status/20199229520 Lazaros Eliezer

    Is Your Company More Interesting Than My Wife? – http://bit.ly/8YWZcj

  • http://twitter.com/ballueder/status/20203256583 Volker Ballueder

    Hmm. RT @Mike_Stelzner: RT @jaybaer: Is Your Company More Interesting Than My Wife? http://om.ly/pzmb

  • http://twitter.com/contentformula/status/20203869480 ContentFormula Staff

    Getting ahead on FB is a lot harder than many think RT @ballueder Is Your Company More Interesting Than My Wife? http://om.ly/pzmb

  • http://twitter.com/rasa_u/status/20209736262 Rasa U

    RT @jaybaer: Is Your Company More Interesting Than My Wife? http://om.ly/pzmb

  • http://twitter.com/tomonzo/status/20211257898 Tomas Kazemekas

    RT @jaybaer: Is Your Company More Interesting Than My Wife? http://om.ly/pzmb

  • http://twitter.com/thecoolestcool/status/20213852989 Ross Simmonds

    Is Your Company More Interesting Than My Wife? http://om.ly/pzmb (Via @JayBaer)

  • http://twitter.com/swoodruff/status/20217635002 Steve Woodruff

    Blog post title of the Day: RT @jaybaer: Is Your Company More Interesting Than My Wife? http://om.ly/pzmb

  • http://twitter.com/pattersonbach/status/20731411410 Patterson Bach

    #Facebook news feed #filters could limit your #company’s #exposure, requiring more #thought into every #post. http://om.ly/pzmb

  • http://twitter.com/pops131/status/20746427244 pops

    Is Your Company More Interesting Than My Wife? http://bit.ly/9yJv2I

  • http://twitter.com/martinlieberman/status/20801788387 Martin Lieberman

    An oldie but goodie from @jaybaer: Is Your Company More Interesting Than My Wife? http://bit.ly/9yJv2I

  • http://twitter.com/thoughtshappen/status/20821141317 Louise Julig

    RT @jaybaer: Is Your Company More Interesting Than My Wife? http://bit.ly/9yJv2I Great Facebook advice.

  • http://twitter.com/davidtheprguy/status/8819516074 davidtheprguy

    Is your company more interesting than my wife? http://tinyurl.com/ylldxbe

  • http://twitter.com/davidtheprguy/status/8819516074 davidtheprguy

    Is your company more interesting than my wife? http://tinyurl.com/ylldxbe

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