Friday, October 21st, 2011
The trend we’re seeing (and driving): Shifting Facebook focus from the pursuit of Fan volume to Fan engagement. I’m convinced there’s a reason Facebook doesn’t include repeat visits in their Insights metrics – the majority of Fans likely don’t come back after they fan a brand.
That said, Fluid and our clients have been experimenting with ways to change that. Especially amongst core customers who are likely to be big brand advocates.
First step = edge rank. This is the algorithm Facebook uses to prioritize what makes it to Walls and which friends or Fans see it. This article from econsultancy gives a good overview.
Show and tell: Here are four posts that yielded great response rates as a percentage of their Fan bases in the last week.
1. Sears Footwear Fashion First
Key point: Albums get showcased beautifully in Facebook’s new photo layout. Sassy red shoes and anything affiliated with the Kardashians (Sears has a Kardashian Kollection for shoes) spark interactions.