Social Media column with Lee Kenny: Facebook for business - common questions

Lee Kenny
Lee Kenny

Welcome to March everyone. It’s now time to review those New Year Goals and ask whether you are on track or not. Sixteen per cent of the year has gone already. What a scary thought.

This week I share answers to the most common questions I get each week surrounding Facebook for business. Enjoy!

Why are some fans not seeing my Facebook posts?

Facebook has had to put some systems in place to stop Facebook users from being overwhelmed. For the average user, if they saw every post from friends, brands and Facebook business pages they’ve liked, their page would be filled with more than 1,500 messages per day.

Through sophisticated and ever changing technology, Facebook tries to guess which posts are likely to be a hit with Facebook fans, which ultimately will keep users from leaving Facebook.

How does Facebook decide who to show my posts to?

It’s a combination of factors but roughly it takes ten per cent of the people who like your page. These are mainly selected at random but do include some of your most active fans.

If enough of this sample audience clicks on your story, hits “thumbs up” or comments, it then drip-feeds the story out to another slice of your fans.

If it’s clear you have a great and engaging story, it accelerates the speed at which it rolls it out to your fans.

On the other hand if very few people from that first batch click or comment then it doesn’t get to reach any more Facebook users’ timelines.

I bought some Facebook likes and fans from a marketing company last year and now can’t reach any of my fans. What can I do?

I really feel for the business pages that had a good number of fans and then decided to pay firms to add likes in bulk. Unfortunately most of these bought likes are from Turkey, Syria and Romania and whilst they may be real profiles, they are very unlikely to engage with anything you post.

Taking the previous question in to account, you can see why your updates don’t get a better reach if these likes are included in the ten per cent.

So what can I do if I have thousands of paid likes on my Facebook page?

So firstly you can go back to the company you bought them from and ask if they can reverse the situation and unlike the pages. This is rarely possible, but worth asking.

Second option is to look at the people who like your page and ban or block that person from your page. It’s a lengthy and arduous project, but could be worthwhile if you have less than 1,000 fake fans.

Third option is to place a country restriction on your posts. If you only operate in the UK then just allow people from the UK to see posts. If you trade internationally but not within the country where your fake fans are then you can exclude that country.

Last option and most drastic is if 90 per cent or more of your fans aren’t real, consider shutting the page down and starting again with a new page.

Next week I’ll answer the common Twitter questions.

Lee Kenny

Managing Director

Snowflake Media