Click here for part 1--Analytics and Ads, and Part 2- What To Post.
The next part of the Facebook marketing puzzle is when to post. There are a lot of articles and charts out there that will tell you when the best times are, but the most accurate thing to do would be to check the analytics for your own account.
Go to your business page and click on the Insights button at the top. This will take you to your analytics page, which you should be fairly familiar with by now if you've been looking at your post engagement. Once the insights page is open, click on the left side on the Posts section. This will bring up a chart that shows WHEN your fans are on Facebook. If your fans are on in the late afternoon, you should post in the late afternoon. If your fans are on in the middle of the night, you might want to look to see if you have a lot of fans who aren't actually your local customers, because they might be in a different time zone!
This brings to mind an extra tip...You might want to go through your fan list occasionally and get rid of fake accounts. Yes, it will drop your likes number, but your goal is engagement, and if a bunch of fake accounts have liked your page it will penalize you. If you have 500 fake likes and 100 real likes, and those 100 people all like your posts, that's 12% engagement. If you get rid of those 500 fake profiles and the real 100 still like your posts, you now have 100% engagement, which would be amazing.
So anyway, get rid of fake accounts. How can you know that they're fake? Let's just say that if you start getting a ton of likes from foreign countries that are known as scammer countries, it's likely that they're not real people. Or they're real people, but they're earning money by liking Facebook pages for pay, and they've chosen yours as a random one to make them look legitimate. Scammers will like Facebook pages and group to make their fake accounts look real so you'll get a wave of people from that one country liking your page if they've found you. Just delete them, they're not your customer anyway.
Okay, so back to analytics. Once you see when your fans are online, start posting during those hours. Schedule posts or do it "live," but post a lot. 4-6 times a day is not unreasonable, even though it seems like a lot.
You don't need to keep that pace up, just do it for a while to get some traction on your page. Your posts won't be shown to everyone who's liked it, so don't worry about that. You might lose a few likes, but don't worry about that either. I guarantee that if you increase your engagement, and you post things that people like, you'll earn more fans than you'll lose. Once you get your engagement numbers up, and Facebook is satisfied that your page is worthy of being shown to people, you don't have to post as often.
And one more thing...If you want your posts to be shown to more people, rumor is that if you choose a category for your page that isn't business-related, it won't be treated like a business. Business page posts are choked off because Facebook wants to sell ads, so if you choose any category that does NOT give you the review section, it will probably be seen more often. I tried that out when they first stopped showing business posts as often, and it did increase my views, so who knows. But it's worth trying.
Next week: After all of this advice, I discuss whether you should even bother working on your facebook posting at all.
Kara Buntin owns A Cake To Remember LLC in Richmond VA, and cake supplies online at www.acaketoremember.com and www.acaketoremember.etsy.com