Do you ever write a post on your golf course’s Facebook page only to have nothing but crickets?
No one likes. No one comments. No one shares.
You begin to think that maybe no one is even there. No one is interested in the promotions that your golf course is offering. They aren’t interested in your posts about the two for one special you’re having on Monday, the Fish Fry you’re having on Friday or the new league you’re offering on Thursday. After some time, you begin to think that Facebook is dead, so what’s the point of posting anyway?
In a last ditch effort, you take a picture of one of your golfers who had a hole-in-one on your course and post it. Much to your surprise, there’s many likes and fellow golfers are offering congratulatory comments on the photo.
What was the difference?
If this has happened to you, then the answer is simple. You simply need to learn how to write posts that achieve at least one of Facebook’s goals.
PURPOSE OF FACEBOOK
Facebook’s goal is to get people to stay on their platform as long as possible by stimulating interaction among its users. It will reward your business page if you help them achieve this goal.
Are you helping Facebook achieve its goal? Let’s dive in deeper and find out.
ARE YOUR POSTS A GIANT RED FLAG?
Here’s a common scenario to help break this down for you.
You’re working in the Pro Shop of your club on a busy Saturday morning when someone walks through the door holding a briefcase and a set of folders. They turn to one of your staff members and utter the dreaded words. “I’d like to meet with the Pro.”
Immediately, your defenses go up and your brain starts firing off excuses of how you plan to get rid of this obvious salesperson.
Your posts on Facebook that constantly advertise your Friday Fish Fry, 2 for 1 Mondays, Couples League, and upcoming tournaments are like that salesperson who is walking through your door on a busy morning. Facebook users scroll right on past because they’re immediately alerted to your ultimate goal. A Sale.
When no one engages with your post, Facebook’s algorithm decides your post isn’t designed to help achieve their goal and therefore, it doesn’t show it to many people. Yeah, so that kind of makes it sound like Facebook is the neighborhood kid who is a giant cry baby who always gets his way. Just like when you were a small child, the only way to get the cry baby kid to play with you nicely without telling on you constantly is to learn how to play by his rules.
What types of content should you be posting?
You should be posting content that gives information about your golf course while also encouraging your golfers to interact with you online. The more interaction your post receives, the better organic reach it’ll get.
That’s why your last ditch effort of posting a golfer who made a hole-in-one received more likes, comments, and greater reach. You were behaving exactly how Facebook wanted you to behave. Rather than the salesperson who walked through the door, you were Norm from Cheers. Everyone was excited to see you.
That is a simple concept to understand, but it’s often difficult to implement. When selecting posts, videos, and images to share online, think about the potential goal they might achieve.
YOUR POSTING GOALS
In order for Facebook to recognize that your post is worthy of organic reach, it needs to achieve at least one or more of these goals.
- Get Users to Stop their Scroll
- Upload an image or video that is so compelling that the user stops their scroll to take another look.
- Share on Messenger
- Your post or helpful tip is something that the user likes enough to share with a friend via Facebook Messenger.
- Save Post for Later
- The information you gave was so good that the user wanted to save the post, so they could refer to it at a later date.
- Share Content to Their Own Newsfeed
- Just like sharing through Messenger, you’d like your user to share your content to their own newsfeed. By doing this, your post now gains the eyeballs of all of that person’s friends. It proves to Facebook that the content you’re posting is valuable.
- Like Post
- A simple task is to get people to like the post. It’s a small micro-commitment for someone to quickly like the post. The power in the like is that it allows you to invite them to like your page!
- Write a Short Comment
- Short comments that don’t require much effort prove to Facebook that you’re valuable. The content was good enough that your fans were willing to write something on our post.
- Tag a Friend
- When someone tags a friend in the comments on your post, then they’re demonstrating that the post is relevant to someone other than them. That’s exactly the goal that Facebook is seeking to achieve. It wants users to stay on their platform and interact with one another. A tagged friend will often result in a small conversation taking place ON YOUR PAGE! That’s powerful engagement and Facebook will reward your post with a larger organic reach.
- Write a Long Comment
- A long comment confirms that your post is valuable enough that someone was willing to spend time on it to write a post. This is proof that you’re posting something that Facebook deems as valuable.
The next time you post on your golf course’s page, think about how that post will be received. Does it have the potential to achieve one of these goals? If it doesn’t, then consider doing some rework. When you help Facebook achieve its goals, then it will help you achieve yours.
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