Maximizing posts from your comic’s Facebook Page
I’m a proponent of keeping my comic’s Facebook Page separate from my personal Facebook profile. Mostly, it’s a common sense issue — some things that I may want to post on one may not be appropriate for the other (and vice vera).
But with Facebook’s announcement that they will begin downgrading content from Pages (to allow posts from users’ personal profiles to get higher prominence) I’m finding that administering two separate accounts has an unforeseen benefit as well…
Good Social-Media Marketing
First, I want to reiterate a point I’ve made several times before: You’ve got little to worry about from Facebook’s algorithms (such as the one discussed above) if you’re doing good social-media marketing.
If you take a look at the webcartoonists complaining loudly about Facebook’s evil algorithms, chances are very good you’ll find someone doing very lazy social-media marketing.
A post that says “I just posted a new comic” is NOT good social-media marketing. We all do it. It has a purpose, but it should be a small percentage of the overall content that you’re creating — and curating — for your social-media feed(s).
In short, Facebook seeks to downgrade stuff — like “Hey! New comic!” — and promote stuff that people show an interest in (through likes, shares, clicks, and comments).
For more thoughts along these lines, check out this post from 2014, when a similar crackdown on posts from Facebook Pages surfaced. My thoughts now are similar to my thoughts then.
Improving Your Facebook Game
So, how can you do better?
(1) Remember to Create and CURATE
I cover this at great length in this post.
(2) Don’t talk about the comic, talk about the story BEHIND the comic.
Here’s a great example.
That post had a pretty impressive organic reach. AND IT WAS A PREVIEW FOR A PRIVATE PATREON POST. Most people couldn’t even see the entire comic I was talking about! If they clicked the link, they went to my Patreon page — where they could see it only if they were patrons at the appropriate level.
If that was one of my “Today’s Patreon post is…” updates, it wouldn’t have done a fraction of the traffic. See?
Bottom line: People responded more strongly to my talking about the story behind creating that comic.
(3) Sometimes the comic itself is the reason for sharing
This is especially true for people who do single-panel comics or strips that stand alone: Often the comic can be treated like a meme. In cases like this, the main thrust of the social-media post isn’t to direct attention to reading the comic on the website. Instead, the thrust of the marketing is to share the comic itself — the same way one shares a meme.
I’ve been getting tremendous results sharing the comics I write for Tales from the Con in this manner. Of course, I include a link to the TFTC page on the Emerald City Comicon website. But that’s not the reason for the post. Instead, I post the comic the same way I’d post a meme.
As you can see, the thrust of the post isn’t “Hey, read my comic!” The post is written, in this case, as a commentary on current events. Or, like the one below, it could have just as easily have stood on its own merits as a funny thought.
(4) Cross-promote… with yourself
Back in 2014, I shared some advice about Liking your own Facebook posts (and why it could be beneficial for you). Using that same logic, I’ve started a Sharing strategy that has been giving me some very good results.
• I publish the post from my comic’s Facebook Page
• I immediately Like it
• I switch my Facebook user status from my Page to my personal profile
• I like it a second time — as me
• Then I share it on my personal Facebook page
That post gets an immediate influx in Likes and Shares, and as a result, it starts its life out from a very strong position. If it gets further social activity, it’s only going to get stronger. If not… well, I tried. Here’s a video of the process in action.
To the best of my knowledge, this falls within Facebook’s rules. I’m not aware of this being classified as “black hat” behavior, and my searches on the topic have turned up nothing. And I’ve been doing this for months with no red flags.
Better still, the results have been quite impressive. My Organic Reach is admirable, and my Post Engagement is very healthy.
Update: One Day Later
After 22 hours, that post reached 612 people. For reference, my Page has a little over 800 Likes (all of which are organic), and a reach of about 1,400 (this week). Moreover… I saw a 900% jump in pageviews for the day, added a couple of new Likes for my comic’s Page, and had 130 post engagements. Other than a Patreon teaser (22 people reached), that was the only post on my Page that day.
Bottom line: Facebook’s new algorithm that demotes posts from Pages is only a threat to you if you’re doing lazy, thoughtless social media. In this case — and overall — smart, savvy social media gets good results time after time.