We manage a dozen LinkedIn groups for ourselves and our clients. Every now and again we see a discussion posted: “Post your Facebook Business page here!” Does it help to cross promote your Facebook page?
The person who posted the discussion likely receives the most benefit in terms of fan base growth, but how engaged are those fans? Will they like and comment on your updates? If not then you’re just as likely to hurt your EdgeRank, the score Facebook assigns to indicate your relevance in the Facebook world. As you gain more fans who don’t engage with you your EdgeRank score goes down. As your EdgeRank score goes down, so does the number of people who actually see your posts on their news feed. As fewer people see your posts in their newsfeed, less people comment and like your posts, which continues to lower your EdgeRank, or relevance. It’s a viscious cycle that is severely self-defeating.
If you’re starting to get the picture, you’re smarter than the average bear out there. And about now you’re saying, well how do I grow my fanbase and remain relevant?