Written On: May 16, 2017
Category: Marketing Strategy
You hear it time and time again, “I don’t need a website, I have thousands of fans on Facebook and it’s free.” The truth is, when Facebook first pioneered fan pages in 2007, it was a completely different social network and algorithm than what we see today. Which is why Facebook’s organic reach is at an all-time low, extending to only 2% of your page’s fans (according to DMR).
At the end of 2016, Facebook had over 1.86 billion users; 65 million of those business owners. Which means that there is way too much content being pushed for Facebook to make deliverable. Realistically, could you imagine? Based on your friends list, it could take some a day just to get through 24 hours worth of posts in a news feed. To solve this problem, Facebook uses an algorithm to serve up content that they feel is relevant to the users.
Facebook takes into consideration thousands of factors when it decides the ranking posts on an individual’s news feed. So, what are key ingredients to getting your post seen?
1. Who posted it-Does the user interact with you on a frequent basis?
2. How people engaged with your content-Are others liking, clicking through or sharing your post?
3. What kind of post it is-Is this a post that Facebook will find relevant to your fans?
4. Timeliness-When was this post created?
Can you cheat the system?
Sure, there is a way to crack the algorithm, but first you need to get out that wallet. For a substantial reach, you will need to boost your post to get more eyes on your content. Which begs the question, what happens when organic reach becomes 0% and Facebook requires purchases for posts altogether?
Care, custody and control: YOUR website, YOUR blog.
By creating content like blogs, ebooks, videos, etc. and hosting them on your website, you will continue to improve inbound traffic, leads and customers long after your content is created. Leverage your content by sharing it on Facebook for additional reach. Pushing great content from your website to Facebook will ensure that you have care, custody and control and increases the likelihood of fans interacting with it which means more eyes on your posts.
To learn more about how content can be integrated with your social media efforts, contact Strategic Content Manager, Andy Vernon at firstname.lastname@example.org.