Page managers tell us these are the three big hurdles they face every day:
- The need to post quality content
- The desire to engage as many fans and supporters as possible
- The frustration over the organic reach of your posts (or lack thereof!)
Fortunately, we have a content strategy that can address all three, and it’s called "content curation."
What does that mean in layman's terms? It's sharing others' high-performing content on your own Facebook page, whether it's a funny video your fans would like or a trending story related to your cause.
Many of our best-performing clients post two to five times a day, which is nearly impossible to do with original content alone. Curation helps boost content quality and frequency for the end goal of reaching more supporters and inspiring more engagement.
Plus, it's low risk and low effort for you. Win-win!
At this point, folks usually push back with concerns that this approach feels negative, dishonest, or too close to plagiarism.
The truth is quite the opposite from that perception actually. Here's why...
Facebook Doesn't Follow Traditional Communication Rules
We need to reframe the way we think about Facebook. It's not a broadcasting platform, soap box, or one-way communication tool. That's why traditional communication rules don’t apply. In fact, such assumption can actually hinder you on Facebook!
Facebook is a social network. It is a community, a place for public conversions, and an opportunity for back-and-forth communication between your organization and your supporters (or potential supporters).
Sharing content from others is not considered stealing, plagiarism, or being dishonest. It's about starting a conversation with your audience around a piece of content they are likely to find interesting.
Sharing Other Content Is Normal and Expected
Sharing others' content is simply taking part in the social, community nature of Facebook. Users expect it, so to be successful on Facebook, you’ll need to become comfortable with it.
Nearly all top pages on Facebook share others' content on their page. In fact, some pages thrive solely on sharing others' content.
Why is that good news for you? Because creating original content is time consuming, especially when you're expected to post a couple times day to reach your followers.
We recommend the 80/20 rule of thumb. About 80% of your page’s content should be shared from other people or organizations. About 20% of your content should be uniquely your own.
ActionSprout makes Content Curation easy!
We offer two different tools that can help you find the most popular content related to your page.
The Stories tool allows you to select different topics to follow inside the ActionSprout app. (This is not public in anyway, nor is it visible on Facebook) Once you are following topics, the tool surfaces the best content for these topics. The tool decides what's "best" based on the number of reactions, comments, shares, clicks, views...ETC the piece of content received on Facebook. In other words, this is the most talked about, shared, "viral", if you will, content for the topic(s) you follow. Sharing it on your own page, with your commentary, is likely to reach and engage more people than usual.
We also have an inhouse journalism team that recommends the best stories in the news right now.
Inspiration is a more advanced content surfacing tool. Instead of simply choosing topics to follow, you'll be selecting Facebook Pages to follow. Then, you'll receive the best, most popular, top engaging content from just those pages. (Following Facebook Pages inside of ActionSprout is completely private and in no way visible on Facebook.)
This can come in handy when you work within a network of organizations, have a clear idea of the content sources you want or simply want to keep track of the top posts of certain pages.
The Moral of the Story
Sharing others' content on Facebook is the norm and any successful page manager will take advantage of that.
If you're not including engaging stories in the dialog of your page, you're not only making your own job harder. You're also increasing the likelihood that your community will tune you out.
Have questions? Reach us at firstname.lastname@example.org We're always happy to help!