Facebook for Small Businesses
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A recent analysis shows that Facebook's algorithm changes have significantly reduced the average organic reach of brand pages from 12% to as low as 2%. The focus should shift toward creating engaging content that resonates personally with fans, rather than just increasing follower counts. To adapt, brands should use visuals, tag relevant pages, and utilize insights to optimize post timing while being mindful of their budget for ads.
Facebook for Small Businesses
- 2. YES? › Continue Reading
- 3. This is due to a change in the algorithm that Facebook has put into place. Digital Consulting Agency, Social@Ogilvy analyzed 100+ brand pages and found that the average reach of organic posts had declined from 12% in October to 6% in February. Some pages are seeing their reach drop to about 2%.
- 4. I wouldn’t be surprised if one day organic reach drops to zero. WOULD YOU?
- 5. This number has become meaningless. The goal › Quality over Quantity Wouldn’t you rather have 100 fans who are engaging because they love the content or 5,000 fans who don’t care for the content and never engage?
- 6. All that matters is you are engaging your current fans. If you increase your fan base, that’s gravy!
- 7. You opted in to see a brand’s content by liking their page. You would think this is enough for Facebook to say “I want to see what this brand has to say.”
- 8. If your content isn’t engaging and doesn’t provide value, your brand will not appear on a user’s timeline, even if the user liked the page. I know! This is crazy!
- 9. New strategy Rethinking the type of content you are sharing with your audience
- 10. From my experience working with various brands, I am finding that any content that a fan can personally relate to, or feel an emotion towards will almost always work. Think about why you go on Facebook; do you go on to read industry articles? No, because Facebook is more personal.
- 11. This brand’s Facebook page has about 28,000 likes. This post included a quote and reached a whopping 15x their fan amount!
- 12. Because people were able to relate to it and they feel an emotion. Now, just because this post did extremely well, doesn’t mean you should post quotes every day — you still need to show variety.
- 13. Unfortunately, there is no magic button or strategy that will combat Facebook’s change. Of course, you can ‘Pay to Play,’ but most small businesses don’t have the budget to put extra dollars into Facebook. My opinion on Facebook ads is that they should be used sparingly; using them to promote an event, highlight a promotion, etc.
- 14. But there is no guarantee
- 15. When possible tag other appropriate pages and people › Further extending your reach
- 16. Avoid text-only posts Facebook loves visuals as they are more attention grabbing › I mean who doesn’t like looking at pictures!?
- 17. Check your page insights on a weekly basis › See what type of content your fans are engaging with › Post at optimal days and times The next slide shows a screenshot of a brand’s insights, and as you can see, the best day for this brand to post is a Tuesday at 11:00 a.m. Therefore, this brand should not post content at 6:00 p.m.
- 19. The answer is YES!
- 20. As long as you have the resources to do so your business should certainly be on Facebook. It is another avenue for your business to be found, and hey, it also helps your SEO!
- 21. What are your thoughts on Facebook’s recent change?
- 22. @ginadimarco