My parents always told me it's easier to get a job when you have a job, and I know from personal experience that it's unfortunately easier to find suitors when you're in a relationship than when you're single. That's because having a job or a partner shows people that you are a caring, competent individual with certain skills - someone they want to hire and be around. When you're employed or in a relationship, chances are you are focusing on those relationships instead of desperately marketing yourself in an attempt to get seen. The same goes for social media - in order to get new fans interested in you, you need to engage your current fans. Having a huge fan base is great, especialky in the eyes of executives, but if none of them are liking and commenting on posts or posting on your wall, that means diddly. If people aren't engaging with your page, chances are they aren't even seeing your posts in their News Feed either. In the battle for EdgeRank, a Page with 200 active fans is always going to win out over a Page with 2,000 inactive fans. An inactive Page not only suffers in terms of EdgeRank and viral reach - potential new fans who visit the Page see it as stagnant, not a community of fans they would like to join.
One of the most important statistics in your Facebook Insights is "Friends of Fans." Think of that number as the potential reach of your posts, if your fans interact with them. It's also a pool of potential new fans. My Page, for example, has less than 100 fans, but they have a total of 48,171 friends. If I hit a grand slam and all 95 of my fans liked or commented on a post, that would be the total viral reach. Pretty huge, right?
So before you spend a single cent on Facebook advertising or bemoan your small number of fans, beef up your posting strategy. Post content that is designed for engagement and your EdgeRank and viral reach will increase, and eventually so will your fan base.
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