Social Media Marketing:
Facebook is hiding your best posts from your customers.
They are really, really good at it, too. If you are like me, you have been confused as to why the snazzy photo of your latest creation or the amazing testimonial from your well connected client only reached 8 people.
I feel your pain.
It’s not that you’re doing anything wrong, it’s not that you stink at social media marketing, and it’s not that the system is gamed against you. It’s simply that Facebook changed the rules, and began limiting who can see what.
“In 2012, Facebook famously restricted organic reach of content published from brand pages to about 16 percent. In December 2013, another round of changes reduced it even more. By February 2014, according to a Social@Ogilvy analysis of more than 100 brand pages, organic reach hovered at 6 percent, a decline of 49 percent from peak levels in October.” wrote Marshal Manson at social.ogilvy.com in March of 2014.
Facebook tightened the reigns even more at the beginning of 2015: “Pages that post promotional creative should expect their organic distribution to fall significantly over time.” This from an announcement Facebook made in November 2014.
Facebook claims the reasoning behind the restriction is to provide a better user experience.
I’m sure the profits aren’t hurting them either.
Facebook now requires you to Boost or Promote a post in order for it to be seen by more than just a small percentage of your page’s followers. You can choose to share with your page’s followers, with your followers and their friends, or with a targeted public audience, all at escalating price levels.
So what is a small business to do in light of this news?
First, recognize what Facebook is to your business. It is a marketing space in which you can interact with your customers in a social way, and Facebook now expects you to pay for it.
Second, look at how Facebook fits into your overall marketing strategy. Is it a good fit? If so, then apportion a part of your marketing budget for social media marketing, and use the “Boost Post” option on your business page posts.
Third, only pay to boost strong content that will entertain or educate your customers and build your brand presence.
Facebook certainly isn’t dead, and it’s not going away anytime soon, but it’s not free anymore. It is still a valid marketing platform for small businesses, and can be a valuable piece of your marketing strategy when used correctly.
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