No One is Going to Your Facebook Fan Page

No One is Going to Your Facebook Fan Page

You’ve downloaded our Photographer’s Social Media Handbook. You read and assimilated every drop of information. You’ve read “Why You Need to Ditch your Personal Facebook Page”, and since built out a really nice Page. But guess what? No one is going to your Page.

Fret not. Let me explain.

Back in 2006, Facebook came out with the News Feed. This initially controversial feature aggregated all your friends’ updates into a single page. It was sort of like Twitter before Twitter, and it prevented you from having to click to every single friend to see what was going on. News Feed is the dominant mechanism by which we get micro information about our friends.

Similarly, when you “Like” a Facebook Page, you are subscribing to get posts in your News Feed. So although it’s nice to believe that tons of fans are dropping by your Page regularly, it simply is not a daily destination. This is an important reality to accept. It’s the same reason why we encourage photographers to participate in social media in the first place: your photographer website is not a daily destination for your customers, but your customers are likely going to Facebook daily. Go to where your customers are.

Your Facebook Insights allow you to see how much traffic is going to your Page. PhotoShelter’s Page hasover 25,000 Likes, but only about 400 people visit our page on a daily basis.

But we’ve worked hard at improving our Edgerank, which helps our content to show up in News Feeds.

While only about 400 people visit our page daily, we’re getting about 12,000 organic views and about the same number of viral views through the News Feed and shares. In the News Feed, our content look like this:

So if you’re constrained for time, don’t worry so much about building out your Page with “Like gates” and fancy apps. It’s more important to create compelling Wall posts that encourage people to Like and comment to increase your Edgerank, which will in turn, increase your visibility to your customers.

Want more on how to successfully channel your social media efforts? Download the free¬†Photographer’s Social Media Handbook¬†and get the best tips and tactics for your workflow today.

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There are 6 comments for this article
  1. Sherrlyn Borkgren Photography & Media at 3:57 am

    Nice you floss and thanks for the news. I love talking with people and am so happy when someone calls now rather than emails. I have wondered if my site shows up on page one of google only to me (because I traffic it so much) or if when people google me if it shows up to them as well. ummmmm

  2. Jobst von Heintze - Commercial Photographer at 3:42 pm

    Thanks for sharing the stats – but do I miss here something or equals 12.000 views / 400 visits a merely meager CTR of 3%? And if analyzed by ROI how much budget in manpower is necessary to get those 12k views aka 400 visits? Would be interesting to see how the real CPC would be …

    Maybe it’s just me and I’m the only one who don’t get the real value of FB for businesses like ours – but I still think the emperor is naked…

  3. Allen Murabayashi Author at 4:27 pm

    Jobst,

    It depends. There’s more and more research to quantify that the final conversion is affected much earlier through different channels. Google Analytics introduced “Multi-channel Funnels” last year as a way to visualize the multiple touch points that occur before conversion. In that respect, I think some businesses can benefit from having “top of the funnel” activity through Facebook. But you’re right in that it’s not an appropriate marketing activity for every type of photographer.

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