Skip to content

Why bad copy hurts your next social media post

March 4, 2020

I did a post on why you should only have one Facebook Page.

On Twitter, Mike wondered:

So here we go. To refresh, here is #4.

#4: Bad copy.

The reason is mostly bad copy. With a Facebook page to manage, an admin school ends up with the desire to feed the beast. “I need to post on Facebook.” Facebook is a marketing platform, if you only need to market 3 times a year, only post 3 times a year. More posts doesn’t mean more reach, it means more noise. I swear. You don’t have to post. In fact, posting bad content HURTS your next post.

Why does posting bad content hurt your next post? 

“Hi there, it is me, the associate Dean of Faculty, and a sponsor of this amazing speaker about 3rd century history and why it pertains to the study of latin and the growth of the noble class. We need to get the word out about this preeminent scholar.”

You probably got that call, or a version of it explaining why X is the most important thing in the world and you, the head of the Facebook Page, need to “get the word out” or “get this everywhere.”

You recently convinced the History Department to shut down their magnificently inept Facebook Page, and you now feel the pressure to post about this “incredible” event — a lecture by someone who is huge in his wing of academia, but no where else.

Sadly too, you get this call about a week before the event.

The first, and very real problem, is no marketing platform can get people to an event the week before it. Heck, a major candidate for office in the Democratic primary spent millions trying to drive voters to vote for him 8 weeks before and barely did it.

No marketing platform can succeed in this situation.

But, they are unmoved by mere arguments from a professional person about things like facts, so they push to get it posted.

“If I post this today, in March, it will not get people to your event, and it will impact the institutional goals of our university. To wit, your post will impact the next post on this page, and it is an enrollment focussed post designed to get people to enroll in our school.”

Say again? 

Facebook scores ads. A ten is really relevant (I got a lot of nines, never a ten) and a one is not. When Facebook redid the newsfeed, and stopped showing organic posts to fans of pages, I think it also scored posts. It doesn’t publish the numbers, but I’m convinced that it scores posts based on engagements and a low score impacts the next post (this is the formula for an ad.) So when you post the lecture from an esteemed academic, two things happen:

  1. Facebook doesn’t deliver your post to people because it is an event post, and Facebook has a whole wing dedicated to that art. The news feed isn’t it.
  2. since few people will see it, even less with engage with it. Thus, the post will get a shitty engagement score.

This bad engagement score will impact the reach of the next post.

So yes. Facebook is a battle on the news feed. Low engagement posts tell the algorithm that posts from this page don’t get engaged with, and thus, aren’t interesting to the fans on the page.

Facebook is a service. It cares little about your content, and only cares about the user experience. If your content isn’t getting engaged with, then less of your content will go to the newsfeeds of your fans.

No comments yet

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: