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, [...]
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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.
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.
This post was published by Jerry Silver on January 29, 2014.
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