Plenty of businesses, small and large alike, run Facebook pages as a means of reaching out to more customers. The ability to stay constantly connected, interact and respond to customers almost immediately is definitely a useful trait for helping business. Other key factors like creating events can—when well used, also be a huge source of business. However, the recent decline in organic reach on Facebook has become a source of worry for businesses online, however there are ways to work around the algorithm to aid sales.
Facebook defines organic reach as “how many people you can reach for free on Facebook by posting to your Page”. A study from Edgerank Checker found that between February 2012 and March 2014, organic reach for the average Facebook Page dropped from 16% to 6.5%. The reason for this decline is due to an adjustment to the algorithm used to select which content appears on Facebook users’ News Feed. It is important to know that Facebook itself is a business, and Facebook users are its customers. In order to keep using the platform as a means to further your own business, you will need to understand how to make it work for you.
A more detailed description of the algorithm can be found here. A summary of some of the ways to navigate ways around the algorithm are as follows:
1. Being more selective about posting
With the hundreds of thousands of factors that the algorithm takes into account to select content to be posted to News Feeds, the more selective you are with what goes into your posts, the better. Instead of using the spray-and-pray method, identifying a target audience with specific content in mind will help your posts to stay relevant.
2. Remind Fans of settings and preferences
Facebook users also have the option to change some of their own settings such that they can filter through content from Pages they have previously liked. Sometimes a simple “Please like and share” note at the end of a post is enough to help current fans spread the word.
3. Post and broadcast videos
Facebook is increasingly becoming a video-based platform. Engaging videos, or broadcasting live streams, is a sure-fire way to bring more attention to your Page.
4. Treat Facebook like a paid ad platform
Facebook offers businesses several paid tools and features that can help you maximize the effectiveness of your campaigns, such as tracking your site visitors, or targeting Facebook users based on your email list or current customers.
5. Invest in your owned assets
Since Facebook itself is a business that will keep changing in order to keep up with the growth of the digital world, it is a worthy investment to make sure other digital platforms like your website or other social media are relevant as well.
As a user experience based design agency, EVE understands the nuances of bringing your business online. If navigating Facebook and the digital world seems complicated or out of your reach, having an agency like us that is savvy with social media and digital businesses alike operate your digital content can help you reach even more people while you focus on the nuts and bolts of your business.
Tricia Chee is a content writer & strategist for EVE – User Experience Design Agency based in Chicago, Illinois and Detroit, Michigan. Born and raised in Singapore, she came to Chicago to study Fine Art and is now working in the city.