There has been yet another blog post about Facebook destroying organic page views — this time from the website Booooooom.
Their Facebook page has 157k likes, but less than 1k people are talking about it every week. This is clearly a huge red flag.
Now the creator of Booooooom has placed pretty much all of the blame on Facebook and changes to their algorighms, but it only takes a few seconds on their Facebook page to see that the vast majority of the blame lies with Booooooom and the content they are creating.
Problems with Booooooom content:
1.) The vast majority of their posts include TWO urls — the URL that is auto-populated and the gross looking one they leave in the plain text area. This is a negative weight for their edge rank.
2.) The vast majority of their posts link back to their own website — Facebook ranks domains and their quality. If you always share the same link from your Facebook page, and slowly post crappier and crappier content (or varied content where some of it doesn’t get much engagement), Facebook will start to assume that when X page, does a post with Y domain, people don’t care about it — and then they start to lower the edge rank of those types of posts. So subsequently, if you have a bad edge rank score for posts that are plain text, two links, and go back to your domain — and ONLY post that content … then your organic reach will go down… and then if you keep using that same strategy… it will go down even more. You can’t be a robot with Facebook posting strategies and expect Facebook to reward you for being lazy. You shouldn’t expect to have a good edge rank for your page, or for posts that link ONLY to your website, when that’s the ONLY content you share. Sooo many pages do this strategy — it’s lazy, and it’s a slow downward spiral into organic oblivion.
3.) If people share stories linking to your domain, and no one engages with those stories, it hurts the edge rank of posts that include URLS to your domain –On Booooooom’s website, they have Facebook “like” buttons under all of their posts before they are expanded– but they DON’T have Facebook share buttons. You can see a blog category page here with all their Facbeook like buttons: http://www.booooooom.com/blog/film. On their individual blog pages, they also have Twitter, Google+, and StunbleUpon, but once again… they ONLY have Facebook like buttons, not Facebook share buttons. Why is this important you ask? If someone hits “like” it doesn’t require someone to add their own pithy comment, which is what is required with a Facebook share — it basically just shoves it into the little sidebar feed, it populates a tiny section on their profile pages in the sidebar, and on occasion it will actually show up in a newsfeed (but only if the person seeing it has a high affinity to engage with that person’s content). So the vast majority of the time, when someone hits “like” – if they don’t add their own comment — just like and move on — then the post is crap and it will get very little engagement. Now — imagine if thousands of people are visiting your website and using a like feature and pushing content to Facebook, but no one is engaging with it. What do you think starts to happen to the quality score of your domain? It goes down… and down… and down… Facebook figures that people are sharing crap content, and they stop showing that content in newsfeeds. So because Booooooom does NOT have a share button and force everyone to use the “like” button if they want to push something to Facebook, they are sabotaging their own work.
4.) The Default Open Graph Meta Image from Booooooom is a tiny 120×120 image (and they have no meta tags for description) — This is pretty much one of the saddest things about a website with AWESOME photographs… their default image that they push to Facebook is a tiny thumbnail that is almost impossible to tell what it is. Now, Facebook has gotten smart enough to crawl pages and grab higher resolution images, but this wouldn’t be the case for every page on a website. If you want your site to always share well — you need to make sure that the open graph image tag has a nice big image optimized for Facebook. Furthermore, they don’t have a description tag, so if you share their homepage (or other pages), Facebook just guesses on what the content should be. If you share the Booooooom homepage right now, it automatically pulls in content from a blog post from 4-5 days ago. It’s just a random crap shoot. A smaller problem is the fact that that they have their site name AND title as “Boooooom!” … and also the fact that their title meta tags are on the page twice, with one of them being blank.
I could go on and on with my criticism, but I won’t… but take just a few minutes to scroll through the Booooooom Facebook page — notice post after post after post that is the same robotic formula — blurb of text, URL to their domain — blurb of text, URL to their domain — blurb of text, URL to their domain — this stuff could have literally been posted by a WordPress plugin.. and who knows.. maybe they do have a robot maintaining their Facebook page. But when you are looking at that — do you see creativity? Do you see an engagement strategy that tries new things? Do you see someone that is actually trying to engage their Facebook audience in new and exiting ways? Or do you see just another Facebook page and entity trying to push people to their website — just trying to turn Facebook into one big link referral.
In my opinion — Facebook is not a big link referral system — and people who treat it like that should be punished. These people push out crappy content, they don’t add value to people’s lives, they don’t engage with other pages, they don’t try to build up community — they robotically push out the same content.
If you want to just push out random content linking to your website with a boring headline — try Reddit. Then at least the community can down vote you into oblivion. With Facebook, people vote with their engagement — or lack therof. So just because you can’t see how many people have ignored your posts in the past, doesn’t mean it hasn’t happened. And just because you used to get decent engagement from your bad post and engagement strategy, doesn’t mean you should in the future.