Published on August 10, 2010

So you manage a page on Facebook. You have 4,000 “fans” and have spent $500 to get there. You’re thrilled management is buying in and the results are starting to show. You feel you got your money’s worth because you believe each fan is worth $3.86.

Once you have gained this mass amount of fans, what do you do with them?

You may be pressed with the feeling that you have to post each day, or that your fans are going to expect daily updates.

Realistically, the average facebook users will log in once every two days, meaning they get updates from their 130 friends and 80 pages. Unless your brand is something they want to see each time they login, you don’t need to be there every day.

A slippery slope on facebook is inundating your users with messaging. If users start to see your brand too much, and aren’t interacting with it, you won’t appear in their news feeds, due to the patented Facebook algorithm. Worse yet, users may just unsubscribe (goodbye ROI). The more interactions occur with your messages, the more likely you are to appear in a fan’s news feed.

Within your Facebook insights you have some powerful measures that can be used as Key Performance Indicators. Following these measures is actually seeing if your messaging is working. You may have 4,000 fans, but only be seen in 40 news feeds (it would be great if we had this information).

Here are some readily accessible performance indicators for your page.

  • Monthly Active Users
  • Unique Page Views (daily quotient)
  • Post Quality ( a function of interactions per post on a weekly basis)

Keep in mind that unless your page is a location where users will seek out information on a regular basis, your messages to news feeds are your only real connection to users. Grouping posts, condensing messaging as well as creating baiting posts (subject of next blog) will help with this.

What are your challenges with managing a Facebook page?


  1. Melissa Cheater says:

    JP this is awesome – I hadn’t thought about the consequences of too MUCH posting! Definitely food for thought …
    One thing I try to do (re: your comment that newsfeeds are often your only real connection to your users), is change our display photo now and then – the way that users themselves often do. I figure that we have less than an inch square to work with graphic-wise, so it has to stay interesting/hooky.

  2. JP Rains says:

    Melissa, that is great! A thought that grows from your comment is that changing your display picture (on a personal profile, not a page) appears in the news feeds as well. Something I will pass along to our recruitment-based personal profiles 😉

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