If you have a Facebook page for your business, you may or may not be aware that Facebook has an algorithm called EdgeRank to determine who sees your posts. Have you noticed that the number of people seeing your posts has been dropping faster than Felix Baumgartner?
According to comments obtained by AdAge.com, Facebook states “We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.”
Jennifer Slegg from Search Engine Watch provides great clarity “The reality is, if Facebook can display business posts in the newsfeed, they would far rather get paid for it then do it for free.”
Ignite Social Media used “punishing” to describe results across 21 Facebook brand pages in the first week of December “organic reach and organic reach percentage have each declined by 44% on average, with some pages seeing declines as high as 88%”
The percentage of fans seeing you page content posts has been declining. Expect it to reduce to zero in the near future, unless you pay for it to be distributed.
The Pain Points
Many companies have put a lot of effort into growing their fan base, and over the last year have seen the ability to communicate to that fan base deteriorate. What hurts now is to communicate to those fans going forward will require $.
The cost of advertising and pushing content will likely rise, as all businesses will compete to reach their target demographic.
Take a stock-take on what marketing you are doing, will having to promote or advertise everything get the results you want?
Swim with the current
- Use Facebook to distribute your marketing, and funnel fans to your “owned” online real estate, such as your website
- Get these people into your email marketing list, and incentivise them to do so with offers or specials. Pro email marketers will get email open and click rates to make you happy
- Run a promotion to move fans to your preferred social network of choice. Consider LinedIn, Pinterest, Twitter and Google+.
Head for shore
- If your marketing budget is already at the limit and you are seeing strong results elsewhere, leaving Facebook is a pragmatic option.
Is this change by Facebook going to change your marketing plan? Or is it business as usual?