Has the organic reach of your Facebook posts been dropping? Are fewer people seeing your Facebook posts? In this episode of ‘Internet Marketing for Humans’ we reveal why your Facebook posts are nosediving and give you one simple tip for turning the tide and winning at Facebook posting.
Facebook has been around for a long time now. It launched in the USA in 2004 and officially reached the UK in late 2005.
It took a while for businesses to get their head around how they could use it to promote themselves.
In fact it took a really long time. It looks like most are still trying to figure it out, even some really big brands.
A lot of businesses use Facebook in much the same way they use every social network. They use it as a foghorn. This is somewhat missing the point of Facebook, and it’s entirely missing the opportunities Facebook offers businesses.
We’ve known for a long time that using Facebook as a foghorn simply doesn’t work. It never has. And yet it’s not that long ago since Facebook overtly declared that they would reduce organic reach for any page using their platform as a foghorn.
Organic reach is anyone who sees your post without you having paid for it to be boosted. If you have a business page you can see your organic reach figures on the bottom of each post you’ve made.
If I’m being kind I’d say that Facebook are trying to nurture a proper community spirit, and that doesn’t work if there’s one gobby person shouting into the void.
But there’s a more realistic reason Facebook drastically reduced organic reach for foghorns.
Facebook makes a ton of money from advertising. The major of foghorn posts are links to websites. The only real message is ‘go here’. The problem with that for Facebook is that ‘here’ is not Facebook.
Every link you post gives Facebook users an opportunity to leave Facebook in order to look at another site. If users leave Facebook then Facebook can’t make money by showing them adverts. So the last thing Facebook wants to do is facilitate this exodus by showing your foghorn posts to loads of people.
I can see how on first glance this sort of ‘walled garden’ aspect of Facebook much be quite frustrating to businesses. If you can’t use Facebook to drive traffic to your website then what can you use it for? LOTS! In fact Facebook themselves give you plenty of ways to gather leads right from your business page. We’ll cover that more in a future podcast episode.
So if Facebook reduce the reach of business page posts what can you do to turn the tide? The answer is fairly simple – you can use Facebook as social network instead of a foghorn.
So now all that background stuff is out of the way here’s the simple thing I teased in the title of this episode of ‘Internet Marketing for Humans‘.
If you want your organic reach to increase then you need to interact with your followers. This is not a passive task. Almost all Facebook users need motivating to interact. They’re busy people, they’ve got tons of daft crap to get done while they’re on Facebook. So how do you do it?
When you feel the urge to post something on your business Facebook page pose a simple question at the end of the post.
Obviously I’m somewhat simplifying things here. But this is where you can express your creative side.
If you’re going to talk about a product ask an opinion. If you are posting news then ask for reactions. The possibilities are endless once you get into the swing of things.
If you nurture interaction you’ll see the organic reach of your Facebook posts rise. We’ve seen some dramatic improvements with some of our clients, sometimes from posting just one interaction inspiring post a week. Quantity is important on all social networks, but in this case quality is incredibly important.
When your organic reach rises a lot more people will see links you post. It still stands that posting a ton of links to your Facebook page won’t do you a ton of good. But the occasional link can still drive great traffic to your site, as long as you use the tactic sparingly.