Why Automating Your Content to Facebook is a #FAIL
Guest Post by Jimmy Mackin of the The MLS App
How are you sharing content to Facebook?
There are 3 ways to share your blog post on Facebook
Log into Facebook directly and post the link
Use a 3rd party application (Hootsuite) and manually publish the post
Use a 3rd part application to automatically share any new blog post
3rd Party Facebook Applications like Networked Blogs and RSS Graffiti are very common tools that Realtors® use to share their blog posts to their Facebook profiles and pages.
These applications will periodically check your RSS/Atom feed for new content, if there has been any new entries, they will automatically share them to the Facebook Page or Profile you specified.
All post are not created equal
We haven’t found a single post that is shared through Networked Blogs or RSS Graffiti that is showing up under the “Top News” filter. It appears that content automatically published through a 3rd party application is being treated as less relevant than content shared directly to Facebook.
Most Recent versus Top News
The shelf life of a post that only appears under the “Most Recent” filter is very short. There is an incredible amount of content being shared every minute on Facebook, as a result, posts get pushed down the feed very quickly. The post that get the most amount of exposure are the post that appear under the “Top News” filter for that user. If your content only appears under the “Most Recent” filter on your News feed, you will have a very limited amount of exposure for that post.
We have started to see Facebook “group” together content shared through the same 3rd party applications regardless of the page/person that is publishing the content.
WhatsNextMarketing.com recently reported that ”manually posting content on Facebook, rather than via a 3rd Party API publisher like Tweetdeck and Hootsuite, can increase its viewership as much as 300%!’
If you are using Hootsuite or another 3rd party application to publish your content, we recommend that you do a simple A/B Test. Compare the amount of impressions from posts that are shared directly to Facebook to posts that are shared through a 3rd party application.
If you are wondering how your posts are ranking, use the EdgeRank Score tool to analyze your page.
We would love to hear your feedback on this topic! If you are currently using a 3rd party application to publish your content, please post below!
Related Post – The Worst Thing a Realtor® can do on Facebook