So you’re posting awesome content from your Facebook page at the correct times, but you still aren’t getting many comments, likes, or shares? It might not be your fault. As Mike Maghsoudi of PostRocket points out, pages are competing for real estate on the news feed with user posts, which usually look a lot nicer and more inviting for engagement.
PostRocket, which helps brands optimize their Facebook page posts, took a look at how posts from pages and posts from users call for engagement.
With a user post, comments and likes are freely shown, whereas with a page post, they are hidden unless you click on them.
Maghsoudi wrote that after he clicked on the context for the Constant Contact post, he found that a friend had liked and commented on it. If he knew that originally, without having to go to extra step, he would’ve been much more likely to engage. Of course, this changes once a page puts out a sponsored story, which shows at the top which friends like the page.
PostRocket notes that another reason why pages don’t get the kind of engagement they should is Facebook’s lack of a mobile share option. For a company that is making such a big mobile push and encourages users to share whenever possible, he finds it odd that there’s still no way to share content from a smartphone:
I’ve tried to wrap my head around this, but I can’t. It makes absolutely no sense why Facebook doesn’t include a share button on the mobile news feed. Disagree? Let’s look at the company’s mission:
“Facebook’s mission is to give people the power to share and make the world more open and connected.”
The absence of this button goes against everything that Facebook stands for fundamentally. As mobile users have become (and continue to be) more active, this problem’s significance increases exponentially.
Readers: What do you do to try for engagement on your Facebook page posts?