Are you capitalizing on all the potential traffic from your Facebook Page? After reviewing our Google Analytics stats to determine that Facebook was our best performing social network, I wanted to be certain we were maximizing traffic on our Facebook Page. Below are nine items we checked and optimized to further enhance our performance on Facebook.
1. Add Facebook Authorship
By implementing the Author Tag on your website, you can make it easy for your Facebook readers to start following the author of an article they just read. This is very similar to Google Authorship (now dead) you may have implemented in the past. The nice thing about Facebook’s implementation is they use the “article:author” metatag that you may already have in place.
Once the Author Tag is in place, you will see the author is hyperlinked in the base of an update. When clicked it reveals the author’s Facebook Page:
Implementing the Authorship metatag:
Step 1. Go to any of your blog posts, right click your mouse (PC users) and view source. Search for “article:author.” If it’s on the page, you are set.
Step 2. Check that you have “follow” turned on in your profile.
Step 3. No “article:author“? This article provides a detailed overview of how to enable the Authorship metatag for various blog platforms.
2. Implement a Facebook Call to Action
Facebook has a call-to-action feature that will help Pages drive business objectives. Check that you have this feature enabled.
3. Post to Facebook via Email
Do you have an email address that sends updates to Facebook? Inspiration strikes at any moment. Email a Facebook update right from your mobile device. It’s convenient, easy and productive.
4. Enable Facebook Open Graph Tags
Think of Open Graph Tags (OG tags) as a translation service that helps your website speak with Facebook. When OG tags are properly enabled, your website takes on characteristics of a Facebook Page which means your site is enhanced with additional features seen only on Facebook. Are they active on your site?
Learn more about Open Graph tags and how to enable them.
5. Update Facebook Privacy Settings
Are your Facebook privacy settings optimized to maximize reach? Follow this Facebook tutorial to conduct a privacy check-up to ensure the settings are where you want them. You could be limiting your traffic potential with the incorrect settings.
6. Update Sharing Schedule
Imagine removing all guesswork when you schedule your Facebook updates. Knowing the times that work for maximum clicks and engagement is easy. Facebook tracks when your fans are online and thus, the best time to post.
Step 1. Go to “Page Insights” page
Step 2. Click on the “Posts” tab
Step 3. Select the “When your fans are online” section. You will see a graph similar to below
Step 4. Match your posting scheduling to the Facebook data
7. Pin and Highlight Posts
Review Facebook Analytics to Pin and Highlight your best content. Click the arrow on the upper right of the post, and scroll to Pin or Highlight.
What is a Facebook Pin? A pinned post means it will not slip down your brand page as you create and publish more post updates to your page. Pinning a specific post at the top of your Facebook page will increase its performance. A pinned post is marked with a small orange ribbon.
What is a Facebook Highlight? Facebook allows you to highlight posts so they are front and center for your audience. A highlighted post is marked with a larger blue ribbon.
8. Update the Profile Picture and Header Image
Does your bio picture (profile photo) represent who you are today? Is your header image relevant? Is your company logo visible in your follower’s feed? It should be quickly recognizable as your followers scroll through their feed. This creates a perfect branding opportunity.
Review the complete guide to Facebook profile picture and header image sizes.
9. Update the Brief Description
Is your brief page description relevant and up to date? Does it contain your website URL? The brief description is approximately 155 characters that displays below the cover image and the profile image at the top of your Page.
To update this area:
Step 1. Open “Settings” in your admin panel
Step 2. Under “Page Info” look for Short Description
It’s good to visit these settings a couple times a year. Facebook is still an evolving company that quite frequently makes changes that could affect your traffic.
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