Are You There Facebook? It’s Me, a Business Page.

I have been poring over multiple reports for the last few days identifying trends in social media and one has stood out and actually shocked me. Most marketers and small businesses are still on Facebook, despite many of them – especially those without advertising budgets – having a hard time thriving in the space.

Facebook’s algorithm change earlier this year turned social media marketing on its head. In an attempt to keep user’s News Feeds balanced, Facebook lowered the organic reach capability for brand Pages. Brands weren’t able to engage their large social communities in the same way as before without relying on boosted posts and advertisements. The changes and the continuous decline of organic reach have people muttering that Facebook is dead, but we refuse to pull the plug, No matter how much our reach plummets, we continue to go back to our business pages week after week hoping for a miracle.

We get it, Facebook. You need to keep your users happy and that won’t happen if the News Feed becomes one big billboard. But can you cut us a little bit of slack?

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For our SumAll Facebook page with a little over 20,000 followers, reaching 800 of them is 402% above the average. Without boosting this post, our Facebook audience will never know about the best practices guide we published, which will ultimately make their lives much easier.

What can make it better?

Well, Facebook was listening – to its users at least. It has rolled out the See First tool that allows you to control what you see at the top of your feed. You can choose which friends’ and business pages’ (wink, wink) post you see first. You get control of your News Feed back, not Facebook’s algorithm. Now you won’t miss important social media news, stats and tips from your favorite social media data company.

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See First on Desktop
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See First on Mobile

Here are some additional tips to help you increase your reach:

1. See when your fans are online via your Facebook Insights. For us, Thursdays at noon is the time when most of our fans are online. That would be the optimal time to post our best content for the week. By looking at this tab, you can see what day and time combinations make the most sense for you.

2. Share links with an image preview instead of including it in the caption of a photo.

3. Don’t beg for likes and shares. Explicitly asking for likes or shares is frowned upon by Facebook and people. Don’t look desperate. If you are providing the right kind of information, people will be compelled to share.

4. Avoid selling. Save the advertisements for Facebook ads. Facebook penalizes organic posts that are “salesy” and push people to buy something, enter sweepstakes, install an app, or reuse content from ads. Just avoid doing it, because it won’t be seen anyway.

I certainly feel your pain on Facebook reach. It can be frustrating when you invest time and energy creating content that you feel goes nowhere. One hour creating a graphic that only eight people saw… great. We get it. Sometimes good ways to adjust are creating a Facebook group or focusing on other channels like Copyblogger who recently deleted their Facebook page.

What do you think?

Where do you think Facebook is headed? Are you investing ad dollars on your pages? Let me know how marketing on Facebook is working out for you.

Don’t leave empty-handed. Download The Foundation Best Practices Guide  with tips to optimize your posts on Twitter, Facebook, Instagram, Pinterest, and LinkedIn.


5 thoughts on “Are You There Facebook? It’s Me, a Business Page.

  • Wow. By checking out the “See it First” feature, I’ve observed probably over 60% of my FB friends don’t post stories, or rarely do. Not sure if that means they lurk, but at least I know why I see the same 20 people all the time.

    • Absolutely agree! The time and energy it takes to create Facebook content isn’t worth it if you aren’t buying ads. We can try some organic methods, but its all about where your audience is able to see and engage with you. For us, we are focusing more on Twitter and Pinterest. Thanks for the comment!

  • Facebook has made a big mistake and it will impact them going forward. If people have to pay to get content in front of their fans, what are they going to promote? Sure as hell not tips and helpful content.. they’ll promote products and offers.. so the rather than see helpful and useful stuff in their feeds fans will just see promo’s the opposite of what Fb want.. Doh!

    I analysed my feed over 24 hours … 127 posts from so called “Friends” (my own daughters posts didn’t appear) those friends were not real friends just online acquaintances

    37 Sponsored posts or promo posts (29% of all posts!)

    15 group posts.

    wrong wrong wrong! the full post about tha 24 hours is at: http://thelifestylemarketer.co/has-facebook-taken-a-wrong-turn/ If your phone service only let you phone 2% of your contacts you’d soon leave them!

    • Excellent point! The network has to monetize yes, but drastically decreasing reach like this with the algorithm is going to cause more harm than good in my opinion.

      @EmmelieDeLaCruz
      Social Media Marketing Manager | *SumAll*
      E: edelacruz@sumall.com

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