Why You Need A Facebook App Strategy

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EdgeRank Formula

We all know that EdgeRank keeps our content from being seen on Facebook. Fans can interact with our posts (IF they see them), but we can also keep them coming back with custom apps, or tabs as they’re also called, on Facebook. EdgeRank, in a word, is why you need a Facebook app strategy.

Either way, having a custom application that keeps fans on your page can help with dormancy and reactivation of fans. Otherwise you may be looking at “pay to play” with measures to recapture some of those lost fans.

Some of you may be thinking: Lost Fans? WTH?

What I mean is, unless your TAT score is at 100% or more, you’re only reaching a small percentage of your Facebook fan base. The other Fans who have ‘Liked’ your Page at one point or another are more than likely not seeing the majority, if any, of your posts.

EdgeRank Formula

This, again, is all due to EdgeRank and the fact that you (or your posts) can’t be all things to all people all the time.

Love it or hate it, Facebook is a *mostly* free marketing tool for us to use, so we might as well stop complaining and start doing something about it.

Your content [read ‘Seven Ways To Show Your Content Some Love’] should always be a first step. Once you’re getting good engagement on every post you share, THEN you can consider moving to a custom tab strategy.

Facebook App Strategy

There are several different ways you can utilize a custom app, or tab, for clicks and other forms of engagement:

Tools For Tabs

facebook custom tab strategy

There are SEVERAL different platforms to choose from, so I’m only going to list the ones we’ve had personal (and good) experiences with:

Of course, you can always build your own custom app through a developer or if you know HTML you can do so through IFrame.

So, I’m curious, how many of you have an app strategy on your Facebook Page? Is it current? Does it work? Share with me below …

See you in the social sphere!


The following two tabs change content below.
Brooke B. Sellas is the in-the-trenches Founder & CEO of @HelloBSquared, an award-winning social media, advertising, and social media customer care agency. She's also the author of Conversations That Connect -- a book all about social listening and social media customer care. Brooke's marketing mantra is “Think Conversation, Not Campaign” so be sure to give her a shout on the socials!
Category: Application Strategy, Content Marketing, , Online Marketing, ,
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4 Comments. Leave new

  • I love Facebook apps – they are a great way to add an unique element to a Facebook page. I use Heyo on every client page and I love all the different features you can use.

  • Love your Breaking News tab Brooke! I have used Woo Box and custom html to run quite a few contests. It is a great way to get people coming back again and again.

    • Thanks, Jen! Feel free to use the tab when you’re looking for highly shareable content on online and social media. 😉
      LOVE WooBox. They’ve been great for us and very easy to use, which is nice.


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