“Truthfully speaking, after investing much time, money, and effort building a community which I’m now being limited to reach, I find Facebook’s current practices disconcerting. Not only because you’re preventing me from reaching members I’ve already paid to connect with, but because you’ve basically broken your own functioning system in order to sell us the solution.”
“I am also curious as to why interactivity rates on my page appear to fluctuate so much when I have done nothing different. I have not been pressured to use promoted pages, but I have had to take active steps to get fans to add my page to their “interests” so that it has a higher likelihood of appearing in their news feed.”
- Adapt your content strategy. AdAge says that if your organic (unpaid) reach really is down, focusing on making posts go viral is more important than ever. Encourage users not to just “like” a post. Try to get them to comment or share it. Facebook will weigh that in your favor.Linking off of Facebook hurts viral reach, so the goal must be to create and publish more content that inspires sharing. The more your fans share, the more viral impressions you get no matter how much Facebook tweaks its algorithm
- Change the way your content looks. I’ve seen some conflicting data on this, but text isn’t getting “likes” the way they used to. Photos are the big great attention-getters now. And not just regular photos. There’s a reason you see so many photos with messages on them. People respond to them and share them.Achieving high levels of engagement and growth, however, will require an increased investment in content creation.
- Get smarter about your paid media. According to AdAge, both the power and the efficiency of paid media have increased as reduced organic impressions have cleared out some space. AdAge says its Facebook contacts have reinforced this notion:
“We’re trying to push clients into changing their thinking,” Facebook told us specifically. “They won’t be able to affect the organic reach by that much anyway, perhaps 10 percent at most. … We are talking to them about the paid aspect and how those ad dollars are driving great returns as well as being able to reach millions on mobile.”
What has been your experience with Facebook? Are you seeing the growth and engagement you want? What are you doing to improve?