Marketing

Avarie Hannah: ‘Social media is not going anywhere’

Social media all-star talks Facebook strategy and why video is the future

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

How many friends, likes and so on do you have? One real estate team’s page I manage, The Serena Group, has 1,600-plus likes on Facebook and 14,800-plus views on YouTube (after five months). Does that number matter to you? Yes and no. The likes on your Facebook business page will definitely help with your credibility, but with Facebook’s news feed algorithm, EdgeRank, your posts will not necessarily be shown to all those people who have liked your page. For example, The Serena Group’s Facebook page has more than 1,600 likes. However, I have posted content before that was served to 240-plus people, and then another post after that was served to only 40 people. EdgeRank uses the affinity score, edge weight and time decay of the post to determine which news feeds and how many news feeds the post will appear on. The Facebook numbers that matter most are engagement (comments and shares), likes on your actual posts and, of course, clicks to your website fr...