The Sell: The Secrets of Selling Anything to Anyone by Fredrik Eklund & Bruce Littlefield

Author:Fredrik Eklund & Bruce Littlefield
Language: eng
Format: mobi
Publisher: Penguin Publishing Group
Published: 2015-04-14T04:00:00+00:00

Facebook has 1.2 billion users.

Seven hundred billion minutes are spent on Facebook each month.

The average person spends fifteen hours and thirty-three minutes a month on Facebook.

Now that you see the importance, how do you reach the most people?

Facebook uses a complicated algorithm that they have rewritten a thousand times to choose its “Top Stories” amid anyone’s feed. Basically, the algorithm controls what you are seeing and not seeing. No one really knows the exact formula of how you get listed the highest—Facebook keeps it guarded more closely than Coca-Cola with its recipe or me with my secrets of success until I wrote this book—but I’ve done some reconnaissance and learned a few things.

Every seven minutes Facebook measures how many likes one of your posts has gotten. It also measures how many comments you have, as well as who is commenting and who is liking. The first seven minutes, your post will come pretty high up in basically everyone’s feed, and then it starts either dying or growing. Every post is therefore exponential—it builds or it dies. I, for example, have more than two hundred thousand followers. When I post something, the likes will either build and become fourteen thousand, or peter out at three hundred or so, depending on how engaging (early on) my post is.

There are many theories regarding what time of day (or night) one should post to get the best traction on Facebook. I’ve found the ideal time is around 11:00 A.M. in New York, because it’s around 5:00 P.M. in Europe, 11:00 P.M. in Asia, and 8:00 A.M. in Los Angeles—basically everyone in the world is online. It’s a weird game of Russian roulette, though, and that is why Facebook can get so addictive: You never know why some posts become successful and some don’t. You think you know, and then you realize you really don’t. Just like a slot machine, it’s rather unpredictable, but I will share with you my secrets to make it less so.

Why is Facebook’s algorithm so complicated? Duh. They want to make money. How do they do that? You can pay to “boost” a post or “promote” a page to basically force the post to accelerate in the algorithm and go higher. This is fairly inexpensive and fun because it takes out some of the unpredictability.

Before we go into advertising on Facebook, let me explain the difference between a profile and a page. A profile is what most people have. It’s where it all started: your personal portal with your name. Your profile is great to keep connected with your friends and family, but since you have a copy of The Sell in your hand and realize that you are your business, you should definitely have a page. The page gives you a wider range of options; it makes it easier to grow a larger audience and advertise, and, most important, it gives you statistics on how you are doing with it all.

Facebook will give you the numbers. With a simple

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