about | articles | toolbox | contact

Hey, guys. I’m going to keep this one short and sweet:

A lot of companies are struggling with a broken Facebook page at the moment with their reach shot to hell.

According to the numbers I’ve seen, overall Facebook reach hasn’t really gone down. But fewer posts gets seen by more people and vice versa, creating a long-tail situation for your updates.

It sucks.

So, what can you do to get your Facebook strategy back up on it’s feet?

First — Adapt And Overcome

Okay, trust me — I get it. You’ve fought a good fight for your existing fanbase on Facebook. And now you can hardly reach them when posting on your page.

Most social media pundits will say, “create better content”.

Well, in all fairness, remarkable content won’t help you if you can’t reach critical mass. Simple as that.

But in defence of Facebook:

Yes, they want to have your money. But few platforms allow for such precise targeting and the cost of advertising on Facebook isn’t exactly unreasonable.

So I would suggest this quick fix for your Facebook page to keep reaching your community:

3 Simple Steps To Fix Your Facebook Reach

This is applicable for most corporate Facebook pages that haven’t yet reached critical mass:

Step 1. Promote the page for growing* new Facebook fans and members. Use the targeting functions to maintain a portion of ad-based growth to your Facebook page. The idea isn’t to spend lots of money o this, the key point is to target relevant Facebook fans.

* Before you do this, make sure you have an answer to the question “Why should anyone like your Facebook page?” — building a fanbase just for the sake of it is often just a waste of time and money!

Step 2. Continuously create business-relevant content that feels native to the Facebook format. Make sure to make good use of all the existing Facebook features and functions. Try to include clear call-to-actions* in all posts to ensure the relevancy both for your fans and your business.

* Call-to-actions can be boosted if you offer lead magnets or other valuable opt-in possibilities depending on what type of business you’re in.

Step 3. When a published post gets some initial organic traction* a few hours — promote it to the existing fanbase. Promoting stories to non-fans often comes with lousy conversion rates and can be seen as an element of irritation for lots of Facebook users. So focus on targeting the fans you already have.

* A good rule-of-thumb is to only boost posts that’ve gotten an initial +1% engagement rate (shares, likes, comments) and to make sure that the post still will be relevant the next 4 days.

Would you consider spending ad money on Facebook — yes or no? Have your say in the comments!
Found this three-step fix useful? Forward it to friend struggling with Facebook and help me get the word out in the process — thanks!
Found this article worth a read? Let me send the next one to your inbox (and get my free checklist with 23 tactics to promote content) here.


The Writer:

As the author of Doctor Spin, Jerry's passionate about online persuasion and public relations. He runs the agency Spin Factory, the community PR of Sweden, and the e-learning platform Spin Academy. Jerry lives in Stockholm with his wife Lisah and his son Jack. Click here to subscribe to Jerry's posts!

Interested in Jerry’s services or speaking engagements? Learn more.

  • “Well, in all fairness, remarkable content won’t help you if you can’t reach critical mass. Simple as that.” Well said! Best thing so far this year, “great content” will not do the trick by itself anymore, if it ever has, since it is a matter of timing, audience and a portion of luck as well :)

    • Exactly, SUPER glad to get you with me on this one, Dennis! I think community managers all over the world knows this — but not all “experts” unfortunately. Stellar content is great and all, but getting to critical mass is hard work and it falls upon the community managers to build that empire from the ground up. And to get there you need to mobilise the whole arsenal, from owned, earned and paid. No stones left unturned!

  • By the way, this turned out to be one of those posts with countless spelling errors. I will get to them, but in the meantime — please don’t hate me! :)

  • I think you have managed to aim your sniper rifle on something which occupies a lot of peoples mind. Very timely, but I think a lot of people will be discouraged by the prescription. “more money” :)

    • Yeah, I hear you. In this day and age, advertising is the tax you pay for being unremarkable. It does say something about Facebook’s current B2B-model, I think.

  • This may be your so the next time you need money you’re not having to rely on a company to give you a loan.
    Failure to check this one little box means the harmed party can (and will) file a lawsuit and arbitration is cheaper than a
    lawsuit where the only ones who make money are the lawyers.
    Very Low Income Housing Repair Program – The Home Repair
    Loan Program or the Very Low Income Housing Repair Program is a grant provided to senior citizens who are 62
    years older and above.

  • I agree with your approach (of dealing with the problem instead of just complaining about it) but I disagree with your solution. Some people may find it useful, but it doesn’t address the deeper problem which is no matter how many people sign up to your page, you’re at Facebook’s mercy when it comes to how many of those people even SEE your updates (let alone engage with them).

    I’ve been thinking about this (just now) and have written a blog post about a possible way to deal with the problem :-) I haven’t tested yet, as it’s a 30-day test, but today is Day 1 for me!


  • Great article. It’s always nice when you can not only be informed, but also entertained! hussvamp

  • Jon Schwark

    This paradigm change was annoying, but now many Page users are noticing that “Pages to watch” is also broken. If Facebook want our money they should at least provide reasonable insight tools. Honestly, changing back to Google ads is looking better all the time.