Companies using Facebook as a marketing tool are starting to notice that the organic reach of their posts is significantly declining. This can be frustrating, especially given the fact that for a long time Facebook has been a space where information could be distributed freely. Is this not the case anymore? Why are less people seeing your posts?
While Facebook previously claimed to fight for companies trying to reach out organically, a recent statement suggests they are taking a different turn. Facebook told partners in a document obtained by Ad Age, “We expect organic distribution of an individual’s page post to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.” In the same document they explain that companies should consider paid distribution as a way to make up for the drop in organic reach.
So, is all lost for companies who don’t want to spend money on every single post? Not necessarily. While payment may be the most effective method, there are other strategies that can help. Consider doing some of the following.
- Experiment with posts: Pay attention to what works and what doesn’t. Alter posts by providing different images, asking questions, and adding more valuable content.
- Stay current: Posts that go viral tend to revolve around current topics. People will share relevant posts on hot issues, helping you reach a wider audience.
- Be fast: Don’t take too long to respond to people who comment or post on your timeline. Social media moves fast, and by waiting a day to respond to a fan, you may lose their interest.
- Post more frequently: Posting once a week will do close to nothing for your page. Even once a day likely won’t give you the results you want. Many companies are starting to post several times a day. Use Facebook analytics to find out when your fans are online and post at optimal times.
- Increase quality of content: Ultimately people are drawn to what they care about. They will always like, comment, and share content that makes a difference in their life. This, of course, requires getting to your audience.
- Show that you care: There are many ways to do this. One of them might be quoting Facebook comments on your company’s blog. Reaching out to individuals and providing personalized information can also help.
If you are discouraged by your Facebook reach, you are not alone. Realize, however, that the platform can continue to play a valuable role. It may require a little more effort and creativity, but the end result will be worth it.