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Digital Spin

www.sfu.ca/digital

Getting facetime on Facebook

It’s not just about the number of friends

This graphic shows how the Facebook algorithm ranks your page.

One important thing digital marketers need to realize about social media is that social media is a social forum. It’s not intended for marketers.

Companies like Facebook make sure of that. If you try to use your Facebook page to sell a product or service and you get caught by the Facebook police, your page will likely be taken down or you could be banned. Yikes.

Okay, so how do you sell your product, improve your brand’s reputation or communicate your company’s key messages?

There are some who believe the solution is to attract as many friends as possible. That is not a social media strategy. The trick is engaging your viewers with quality content.

Effective brands on Facebook post often, at least once a day. You want people to come back often. Short posts that are easily digestible are the best. Some of the tactics for delivering quality content include: cool photos, questions and quizzes, trivia and picking or ranking your favourites. It’s also important to carry on a dialogue by responding to comments.

Bottom line: Facebook, with more than 850 million friends or subscribers, wants quality content to extend its reach. To do that the dominant social media platform uses a search algorithm that rewards those who create the coolest content.

– Become a digital communications expert by enrolling in the Digital Communications Certificate program offered by Simon Fraser University Continuing Studies.

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