Facebook Post Promotions and Admin Roles

Facebook made a couple of interesting changes this past week. One is the post promotion, where you pay a fee to have specific posts become "stickier" and/or show up on more of your fans' newsfeeds.

The other is the ability to assign roles to page admins. This is helpful if you have more than one person working on a page, but you don't want to let everyone have the same level of privileges.


As far as post promotion goes, everyone is talking about it, but I decided to go ahead and promote a post to see what would happen to it. I chose one that was interactive, so people would be more likely to post a comment to begin with. This is essentially a paid ad, so you need to think of it in those terms.

When facebook changed to the timeline feature they also reduced the number of people who saw your posts. This seems bad but it does make sense, since if I saw posts from every page I've liked it would be overwhelming. The posts that you see now are basically the ones from people you interact with the most. I've read estimates that say that because of this change only about 12 to 16% of your "likers" actually see your posts on their newsfeeds. This means that even if you have 1000 fans, only about 120-160 of them see your posts, unless they come directly to your page.

So why would you want to promote a post? Facebook says that it will increase your reach, allow people who aren't your fans yet to see that their friends have interacted with you, and they will then like your page. So they claim that it will increase your fan base.

Well, so what? Unless they're your customer, who cares how many fans you have? I wrote about this recently, check it out if you missed it. Don't lose your mind over your fan count.

When I promoted my post it already had a reach of 519 people. Facebook told me that the estimated reach of the post would be 1100 after promotion. The actual result was 1097, with that broken down to 610 organic (people who would have found the post anyway), 431 promoted (people who had already liked my page but who don't see me on their news feeds) and 392 viral (people who saw the post through another friend's timeline.)

The interesting part of this to me was that 1097 unique individuals saw it, so there must have been some overlap in the viral category, but they don't break that down for you. 

They also gave results that said because of the promotion, there were 15 extra interactions with my page, including comments, page tab views, photo views, etc, that may not have happened. Hmmm....that isn't a lot.

In addition, my fan count didn't go up any faster than it usually does on a daily basis, so that didn't exactly pan out like facebook claimed it might.

SO....the big question is why would you pay to promote a post? I'd say that the only reason to do that would be to highlight an event, a sale, or a special that you're running and that will give you a good ROI for the ad. I can see doing it if I run a sale in my etsy shop, for example,  just to widen the audience for that.

I can see how the promote feature would be good for the professional association I belong to, also. It's something that we could use to get the word out about upcoming events.

If you're using the promote feature to get more people to see pictures of a cake you made, I'm thinking that you're not promoting things to your advantage. You might have better luck with facebook ads, which would allow you to target customers in a more efficient way.

If you're not selling to the people on your facebook page, promoting a post is basically wasted money. You have to look at this as an advertising option, so what are you advertising? Think about it before you promote.


Another new feature is the addition of the ability to assign roles to multiple administrators on your page. This is good if you have more than one person working on a page, and they all have different roles.

Go to your admin panel, and click on settings. In there, click on Admin roles, and you can add people and give them different jobs and different levels of moderation privileges.

Let's say that you want someone to help you figure out what your insights mean. You can make them an administrator, but only an insights analyst. They'll be able to see your insights, but they won't be able to make other changes to your page.

This is a good feature, since it's not uncommon for a group to have a business page and have more than one person working on it. Different people can have different levels of access this way, and you don't have to worry about someone getting mad at you and erasing the entire page.

The only thing I want to say here is that with all the talk about facebook, I'm wondering how many of you can say how many fans you have off the top of your head. Okay, now, how many of you can say how many pageviews you had on your website this past week? Don't forget that facebook is casual lookers, and people who go to your website are probably more motivated to be your client. Don't ignore your website while you're worrying about facebook!

Kara Buntin owns A Cake To Remember LLC, custom wedding cakes in Richmond VA