The Facebook Marketing Book

Chapter 9. Cross-Promoting Content on Facebook

Given its status as the world’s largest social network, Facebook is one of the most important and common ways people share content with their friends on the Web. As such, it represents an amazingly large audience for your off-Facebook content. Even when you’re creating content outside of Facebook on your own site, you should strive to encourage sharing. Cross-promoting content and driving traffic from your website to your Facebook Page (and vice versa) is an important part of a Facebook marketing strategy. This chapter demonstrates how you can promote your blog and website content so that it gets shared on Facebook.

Figure 9-1. Inclusion of these words tends to correlate to an article being shared less than the average on Facebook.

Least Shared Words

If you’re used to writing for Twitter, the most important thing to remember is that you’re dealing with a much more mainstream audience on Facebook. Topics that entice your typical social media geek won’t even raise a Facebook user’s eyebrow. Avoid writing about every new iPhone app, Google’s every move, or the latest social media fad (Figure 9-1). Of course, if something genuinely newsworthy (and applicable to the nongeek masses) happens in these spaces, then feel free to write about it—just don’t do it every day.

While people might be interested in reading reviews of products they’re thinking ...