Why Bigger isn’t Always Better

When it comes to Facebook, too often, people confuse “bigger with better.”  This may have been the case in 2013, however, the metrics of Facebook has changed, and a bigger audience might do more harm than good.  Instead of measuring “Total Page Likes” the number you should focus on as a social media manager is “People Talking About This” and here is why.  While the exact formula is a Facebook secret, what we know is that posts to a page are shown to the total page audience based on a combination of audience size AND engagement.  If your page has a big audience but relatively low engagement,  Facebook will “penalize” your page by making your posts less visible to your audience.  Essentially, you may have 41,593 followers, as in the example below, but the actual number of people exposed to your daily posts is a very small percent of the total audience.


The example below is from a prominent entertainment business in Calgary who expressed to me how excited they were with their “total page likes,” however when I viewed the page, individual posts had a very low impression and engagement rate, with most posts viewed by less than five people.  This is a very low number given the perceived audience is 41,593 (note I said “perceived”).


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In comparison, our 98.5 Virgin Radio Facebook page has a smaller “perceived audience,” and yet the “Talking About” number is incredibly high.  What this means is that while the audience is more modest, Facebook recognizes that those following the page value the content, and therefore, individual posts are delivered to a high percentage of followers, increasing engagement and total page value.  Image below.

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Furthermore, having a large audience that is not engaged is more detrimental than having a small, engaged audience.  My advice to social media managers building an online audience with Facebook is to target your page by interest and area, avoid high “click farm” areas and always run a targeted post engagement ad AS WELL AS a page like campaign whenever advertising.  Grow your page slowly and focus on posts that generate audience response, and over time, your Facebook page will become a valuable communication vehicle for your business.

Jodi Morel – if you would like to learn more, email




Social Media Tip #1 – Facebook Lists

Divide and allocate friends: 


Many of us have added “friends” without setting lists or permissions, which grants open access to all posts, regardless of the relationship, and in the early days of Facebook, it wasn’t considered an issue.  However, as the use of Facebook has evolved, we have learned that not everyone wishes to, or should have access to EVERYTHING we post.   For this reason, it is a good idea to create categories based on relationship or interest. To do this, click here – FACEBOOK LIST CREATION and click on “Create List” at the top right.

To edit existing lists (you will see these on this page) simply click on the list name.

There is also a new feature called “Smart Lists” which automatically update and allocate based on people’s posts.  This will save you time, and is very handy for those with a lot of friends or categories. Facebook will introduce you to this feature automatically as you attempt to edit a list.

The benefits of lists are that you can share information relative to one group, but perhaps too personal or not related to another. This is great way to share baby pictures with family for instance, while not inundating your friends or co-workers.  This also allows for greater security, especially for those who use Facebook to network. By creating a “networking” or “acquaintance” list, you can limit the posts to this group, thus retaining more personal information for family and friends.

Below is an example of my “lists” and what your page might look like, with blue arrows indicating where you add lists, or click to edit lists or organize friends under existing lists.


Finally, once the lists are created, you will now see the option of who to share with every time you post.  I have included my own screen image to show how it might look when you are posting on Facebook.  Note that your default setting may be changed in Facebook settings, which I will go over in greater detail on a future Social Media Tip.

Here is a list to the Facebook page with more information on creating and  managing lists

Jodi M