Several months ago, Facebook decided to once again decrease your post's reach. Reach refers to the amount of times a person may see your post within 24 hours. So, if I viewed your post 100 times within 24 hours, that would be counted as 100 times overall. Many confuse this statistic believing that 100 people saw your post, when in fact, only a single person viewed it. The best statistic to measure the amount of viewership is engagement or "talking about us" statistics. Engagement refers to any time someone clicks on your post, shares, likes, or comments on your post. Talking about us refers to any time someone likes, comments, shares, or mentions your page.
What? Why is Facebook forcing me to pay now?!?!
Before, pages had about 16% of their fans seeing posts and now about only 8% of your fans are seeing posts. You can choose to boost your post and set duration and money limit, but this may prove costly and ineffective. So how can you best invest your money, while getting the most return on Facebook?
I would first recommend considering the following. You should also feel free to review the following points with your marketing team to determine a strategy. These are the points EHM Web Solutions reviews with clients and then submits an online strategy.
1)You do not have to immediately pay Facebook. You can first work with your marketing team to create engaging graphics or even run a sweepstakes. I always suggest running a sweepstakes where the user is required to subscribe to your e-mail list in order to win a prize. This not only will help increase engagement on your page, which also increases your posts exposure, but will also allow you to build an e-mail list. E-mail is not a dead form of communication and there are still plenty of people checking it!
2)External Links of Facebook. If you are posting external links to your website, Facebook will provide a greater push to posts that include the web site preview image. This is great because Facebook also allows you to upload your on graphic in lieu of the graphic they grab from your site. Feel free to customize this graphic to better advertise your campaign!
3)Facebook Strategy. You cannot throw money in Facebook thinking it will generate revenue and that is your strategy. Work with your marketing team to first identify your goals. Then create a Facebook policy of what types of posts and comments will be allowed on your site. Also, think about the type of content you wish to share with your fans.Content marketing or sharing useful information with your fans will increase engagement, and thus improving your company's online exposure.
4)Market your Facebook and other Social Media Presences. Your employees arebrand ambassadors.Have employees insert your company social media links to the footer of their e-mail. On all printed advertising material, include a link with the username of your social media accounts. On above, you can choose such word as "Stay connected," "Keep in touch," or "Follow us for useful information."
5)Social Media Feeds. You spent a lot of time and money in building your website. Do not let your developer simply place social media icons, especially facebook icons, on your website. These icons only send your visitorsaway from your website. It is just as easy to include a facebook feed that will allow visitors to easily like your page from your website AND see your facebook posts!
The most important thing to do is to identify your goals and then determine how Facebook can help you achieve those goals. You want to create a "Facebook community," where users can not only consume great content, but can also communicate with each other on your page. Don't be afraid to invest some money into Facebook. A small budget of $10 to boost a key post could help your business a lot. It is all about research, strategy, and engaging!
Have questions? Need help? Feel free to contact us today!