Are people hiding your roofing company's Facebook posts?

Most roofing companies focus on how many people 'Like' or are friends with their Facebook page instead of focusing on what is important like what they post, how often they post, and actually engaging with those they are already connected to. Now they are paying the price: people are blocking or hiding their posts.

 
4 types of negative feedback on Facebook
Outside of bad reviews or comments, there are four types of negative feedback your roofing company's page can receive on Facebook:

1. Hiding a single post from their newsfeed
2. Hiding all of your posts from their newsfeed (also called “unsubscribing”)
3. Unliking or unfriending your page
4. Reporting your post as spam

If any of this has ever happened with your roofing company's Facebook page, it doesn’t mean what you are posting is bad - it could just mean you are posting to the wrong audience or maybe you are posting too frequently (overwhelming your connections).

PageLever is a Facebook analytics tool that measures more than 1 billion Facebook fans across thousands of fan pages. They have found that approximately 2% of post views (1 out of 50) generate some form of negative feedback.

Your connections are most likely to hide or block ALL of your posts when they take a negative feedback action (60 times more likely than unliking or unfriending your page), which means that just because your roofing company has a lot of connections doesn’t mean they are all seeing what you post. Also, they are more likely to report one of your posts as spam than they are to unlike or unfriend your page.

Why are some people hiding or blocking your posts?
It is most likely because you aren't engaging and interacting with them, or they find out after connecting with you that they don't like what you are posting.

What can you do?
The best advice I can give you is to both ensure what you post is relevant and on topic with your service offerings, and that you post at a reasonable frequency (and at an optimal time of the day and days of the week).

Don't be afraid to ask some of your connections what they would be interested in seeing posted by your roofing company. Track your page metrics to see which posts get the most engagement and the most organic virality.

Periodically try new content and new formats of content like text only, pictures of your work or team members, videos of your work or roofing video brochures, links to roofing articles or pages on your website, polls/questions, etc. Try new things and measure the results so you can make quick adjustments when necessary.

One other thing I would recommend is to focus more on quality connections than quantity of connections. Define your ideal customer and target people who match that profile.

Want to discuss or need some help?
If you would like to discuss this in more detail or would like assistance developing a Facebook content or engagement strategy, please email RoofPal@gmail.com any time.