Have you noticed a change in visibility on your brand’s Facebook page? You’re certainly not alone. Page managers everywhere are bracing for change as Facebook slowly starts pulling back the reins on organic reach for brand pages. Translation? If you’re not utilizing an integrated approach (some paid, some organic) to your social campaigns, you’re going to have trouble being seen.
This change is especially prominent in more promotional posts (i.e., “Click here to save!”) Why, you ask? For years, Facebook has monitored the number of ads a user is served in the newsfeed, but this same regulation hasn't been in place for general posted content. Our advice is to take another look at your objectives.
- If you want people to take a certain action, pursue this with a paid ad.
- If you want to build a community/conversation, pursue it with an organic post.
Although frustrating, this change can be a unique opportunity for marketers to start delivering a different kind of value for brands beyond the general “like-growth” objective. Whereas the original community-building goal still holds true in social media, there are many more options to pursue in Facebook’s robust advertising platform. Here’s what we recommend:
- Website Click Ads: Use unique targeting to send people off Facebook and convert on your website instead.
- Create complex, separated campaigns so that you can look back later and attribute actions to different types of people.
- Facebook Offers: Share a special incentive with a new base of potential customers.
- You can even exclude people that you already have in your CRM so you find only new faces.
- Bid for Impressions: Though a bit more abstract of a metric, the number of eyes on your content still matters.
- Build up visibility by promoting posts and making sure your brand name reaches as many people as possible.
The key to a strong social strategy is staying in the loop with these updates and shifts. If you’re in the know, you can adapt and be sure that you’re taking advantage of the best opportunities for your ad dollars.
How does your business's social strategy measure up? Download this free checklist, 15 Steps to Social Success, and learn the critical elements to building a thriving social community.
Michelle Gordon is a Social Media Strategist with Stream Companies, a Philadelphia-area advertising agency.