Hai notato che la Copertura Organica della tua pagina Facebook sta diminuendo e non riesci a capirne il motivo? Keep Kalm and follow us! In questo secondo appuntamento della serie Facebook Marketing Pills ti spiegheremo perchè ciò accade e quali azioni intraprendere per migliorare questo parametro nella pagina.
La copertura organica è data dal numero di persone che puoi raggiungere gratuitamente su Facebook pubblicando contenuti sulla tua Pagina. Su tale social network oggi viene postata una quantità di contenuti enorme, grazie alla semplicità e alla rapidità di condivisione. Quando un utente accede a Facebook potrebbe visualizzare ogni volta in media 1.500 notizie nella propria sezione Notizie. Quelli che hanno molti amici e tanti “Mi piace” della pagina potrebbero visualizzarne addirittura fino a 15.000 ad ogni accesso. Questa enorme mole di contenuti spiega il motivo per il quale la Copertura Organica della tua pagina potrebbe essere in calo. Cosa fare per risollevarne le sorti?
Innanzitutto condividere solo post di qualità, dimentica gli articoli scritti male, quelli scopiazzati qua e là e quelli che non dicono nulla di nuovo. Un contenuto è apprezzato dagli utenti quando trasmette loro una conoscenza nuova.
Altro aspetto da tenere sotto controllo è la frequenza della pubblicazione dei post. È consigliabile, infatti, condividere almeno 3 contenuti al giorno, che siano contenuti propri o condivisi da altre pagine. Riportare link e post di altri brand o esperti del settore è altrettanto utile, per fare proprio un dibattito, per essere sempre sul pezzo, migliorare la brand awareness e anche per fare networking. In questi casi, però, sarebbe opportuno condividere l’articolo altrui con un introduzione propria.
Inoltre può risultare utile, ai fini di migliorare la Page Reach, condividere vecchi post che hanno riscosso particolare successo in termini di coinvolgimento, ovviamente solo se i relativi temi sono ancora attuali e “caldi”.
Infine si può procedere alla promozione di un contenuto attraverso una campagna Facebook Ads. In questo caso bisognerà analizzare attentamente il materiale da pubblicizzare, onde evitare una dispersione di investimenti economici. I contenuti da promuovere devono avere un alto valore informativo per il target di riferimento ed avere un forte potenziale di coinvolgimento.
In conclusione ti consigliamo di analizzare attentamente tutti i dati che Facebook Insights ti riporta, dalla copertura dei post a quella della pagina, passando per le fasce orarie e i giorni in cui c’è una maggiore affluenza dei tuoi fans su Facebook.
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