FACEBOOK’S BIG ANNOUNCEMENT, that it was “bumping stories”, last week was met largely with disinterest from the social media world.
While others dismissed this as a minor update, I believe that it has huge benefits for those who use it properly to engage and reach more people on Facebook.
For those who didn’t hear, story bumping means that the most popular organic posts from your page will be shown at a later point to fans of your page even if it’s a couple of hours after.
For anybody trying to get more traction on their Facebook page, this is great news. Good content will take over.
In response to these upcoming updates, I suggest focusing on storytelling in Facebook status updates and have two suggestions to make them more effective.
Stories Engage More People on Facebook
Stories sell. According to Seth Godin, all marketers tell stories.
Telling a good story on Facebook is the most effective way to engage an audience which in turn increases traction, improves the viewership of your page, and grows your brand.
A text-based update will get seen by at least 30% of your fans organically compared to 10% of a picture and as little as 3% with an outbound link. Facebook also just made a change to its algorithm where it “bumps” stories to the top of the feed later in the day. Get quality interaction in the morning and a user who logs on at night will also be shown your story.
There are two steps to follow if you want to be an effective storyteller on Facebook.
1. Figure Out Your Primary Objective. Take this status for example. I could say that Facebook is becoming more focused on good content but that isn’t the benefit. The benefit is to get more fans and story bumping is, yet another, Facebook update that people want to know about. Reduce your story or message to the most important benefit and use that as the lead.
Bonus Tip: Match it with social proof and a schema (associative connection already formed in your readers minds to make it more effective). In this status I use Seth Godin as the social proof and the oft-repeated line, “all marketers tell stories” which is memorable.
2. The Annoying Canvasser Rule. If somebody with a clipboard stopped you and asked you to answer a few questions, you’d say you were busy and walk away. If that same person asked you to answer a quick true and false question, you’d probably answer. The easier a decision is at the beginning, the more likely you are to participate.
Start your reader off with an easy decision, like a short sentence or by using all capitals to start a passage.
Then, as the message goes on, increase the length of your paragraphs as your reader becomes more committed to reading your story.
Now I want you to do Two Quick Things:
1. Tell me in the comments below what you’re going to write a story about on your Facebook page today.
2. Join me on Facebook at www.facebook.com/therealjongoodman for more storytelling.