This is part 2 of yesterday’s post about Facebook for small business owner. Now it’s more about developping a Facebook plan even if you’re busy!


“Marketing in social channels requires different tactics than traditional practices. First and foremost, one needs to understand how specific social networks actually work with respect to how information is shared, how messages can gain extra visibility, and how to build a presence that will deliver long term business benefits. Facebook is no exception – it’s an entirely unique entity, and understanding how Facebook operates is essential.

I spent quite a bit of time on this aspect in the basic Facebook plan I put together for a friend of mine last weekend. Her business is a bit unusual – she runs an equestrian boarding and training facility catering to people who show their horses regularly. Because a large number of local and regional equestrian organizations and businesses – as well as horse trainers and riders – are active on Facebook, she’s considering establishing a Facebook page for her barn. However, as I mentioned previously, she’s not really “into” social media, and she doesn’t have a lot of time to devote to marketing. My duty, as I see it, is to give her enough basic information to determine whether Facebook is for her, and to help her make her venture successful, if she decides to go in this direction.

Interactions & algorithms: message visibility on Facebook
Individual Facebook users have two main views of Facebook – their “wall” where they post their status updates, and their “home” view, on which they can view their ‘news feed.” The news feed aggregates posts from their friends, and the brands they follow.

This is the central feature of Facebook, and it’s how information is passed along the network. Once users start “following” a brand, they are not likely to go visit the brand’s page. Their exposure to brand messaging will be via the news feed, and it’s there they are most likely to interact with the brand.

The news feed doesn’t display every single post generated by the friends and brands one follows, however. Facebook uses an algorithm called Edgerank that determines which posts users see, selecting the posts that have generated the most interactions, and it also considers to what degree the FB user interacts with posts from a particular person or brand. Content that generates no interactions falls to the bottom. Likewise, content from people with whom you rarely interact is also less visible.

Interactions play a crucial role…”

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