How to increase your organic reach on a highly competitive platform like Facebook? This presentation will explain how Facebook pushes the content up on your feed and what can you do to optimize your Facebook's social posts and increase your social online presence.

2. What is Organic Marketing?
• Organic search results are listings on search engine results pages that
appear because of their relevance to the search terms, as opposed to
their being advertisements.

3. Various platforms for Organic Marketing
• Social Media
• Blogs
• SEO
• Website
• Vlogging
• E-Mail Marketing

4. Why organic reach has declined for Facebook?
• More and more content is being created and shared every day.
• There is now far more content being made than there is time to absorb it.
• If more content is shared on Facebook, we are likely to get less space on
others News Feeds.
• On average, there are 1,500 stories that could appear in a person’s News
Feed each time they log onto Facebook.
• For people with lots of friends and Page likes, as many as 15,000 potential
stories could appear any time they log on.
• In addition to the growth in content, people are also liking more Pages.

5. Continued…
• The total number of Pages liked by the typical Facebook user grew
more than 50% last year.
• News Feed is designed to show each person on Facebook the content
that’s most relevant to them.
• Of the 1,500+ stories a person might see whenever they log onto
Facebook, News Feed displays approximately 300.
• To choose which stories to show, News Feed ranks each possible story
(from more to less important) by looking at thousands of factors
relative to each person.

6. What hampers organic reach on Facebook?
(What you should not do!!!)
• Unoptimized Facebook profiles.
• Type of Content
• Spamming
• Inappropriate video posting
• Miscellaneous reasons
• Purchased likes from 3RD party websites or apps.

7. Continued…
• Not using enough videos on Facebook pages.
• Using only Videos to promote on Facebook.

8. Unoptimized Facebook profiles.
• Unoptimized Facebook are those profiles in which the details are not
filled about the Product, brand or the services are mentioned either
incorrect or not mentioned at all.
• False addresses will lower the searchability factor by Google as well as
Facebook.
• Incorrect personal details such as Name, Age, Sex, Phone number, etc.
• Not mentioning correct website address. (if you have one)

9. Continued…
• Selecting incorrect category on Facebook.
• Incorrect keywords often used to in your description section or over usage
of keywords.
• If the name of your page doesn’t corresponds with the title tag and your
short description (that works as the meta description tag).
• Incorrect profile picture uploaded or no profile picture uploaded at all.

10. Type of Content
• Too many promotional posts or sales-y content used while posting on
a Facebook page.
• These types of posts are usually avoided by the audience.
• Content drawn from uncredible sources.
• Only textual content method used to post on Facebook.

11. Continued…
• Posting only videos, images, GIF’s, etc. because it works all the time is
again a wrong strategy for posting.
• Sharing a link from non-credible sources.
• Not using the appropriate mixture of type of content to engage
audience such as videos, images, GIF’s, etc.
• Unpopular content posted on Facebook again hampers the reach of
the audience (which has no relevance to the audience).

12. Continued…
• Frequent posting on Facebook groups.
• Not responding to audiences comments.
• Not knowing whom to target and what is composition of Target
Audience.
• Posting provocative content to get more engagement.
• Vague posts with no definite purpose in it.

13. Spamming
• Frequent posting on Facebook groups.
• Tagging people without prior permission and tagging many people.
• Frequent posting on Facebook (more than required).
• Sending direct messages to a set of people to their UID’s.
• Sending direct invites to as many people as you can for Page likes on your
friends list.

14. Inappropriate video posting
• Videos totally irrelevant to your brand.
• Videos that are too long (more than 2 minutes).
• Using less videos in posting.
• Videos from YouTube and Vimeo usually get less response.

15. Post performances
• How recently the post was published.
• The number of likes, comments and shares on the post.
• How often the user has interacted with the page posting the update.
• Past user interaction with the same post type.

16. Miscellaneous reasons
• Untimely posting
• Low resolutions images.
• Silly GIF’s
• Unprofessional language used. (Too friendly)
• Purchasing likes on Fiverr or any other 3rd party websites will result
ruining the chances of getting an organic reach you are suppose to receive.

17. Some statistics

19. Facebook’s Algorithm

20. Optimization of Facebook page.
• Make sure you updating a relevant category for your page.
• If it’s a local business, don’t forget to Pin down the exact location on
the map and select appropriate radius where your audience reside.
• Fill all details correctly as discussed before.
• Educate your customers to change notification from default to “see
first” under the liked tab.

21. How the posting should be done?
• Optimization of Facebook page & curated content relevancy.
• Science of posting.
• Appropriate video posting
• Timely posting
• Using high resolutions images, quotes, GIF’s, etc.
• Checking spamming and audience interaction.
• Use appropriate language (decent grammar skills).

22. The Science of Posting & drawing curated
content.
• 80% of your updates should be social.
• Post evergreen content – the post which are most likely to be appreciated
by everyone and are shareable. Humoristic posts work the best.
• Take links from credible sources and not derived sources.
• Mentioning the source of the content in your captions, if verified, increases
your credibility in eyes of Facebook, thereby increasing your post
preference.

23. Continued…
• Use local content more for local business and popular content.
• Popular content can be judged based on the amount of shares and likes on
the blog or through google searching.
• According to Social Baker’s 2014-2015 analysis of 670K posts on 4,445
brand pages, average organic reach for image posts is now at
just 3.73%. Their research suggests that the most effective post types are
now videos (8.71%), followed by text-only posts (5.77%), and then links
(5.29%).
• Maintaining an appropriate mixture of blogs, videos, GIF’s, etc and don’t
rely entirely on any one of the above.

24. Continued…

25. Community building
• Start your own group.
• You can now invite people who have liked your posts. Inviting people who have
liked your post is not considered a spam activity as they have liked your content.
• Join a highly engaged and relevant group that serves your business goals.
• Invite only those people in your group who like, share and comment regularly on
your posts.
• Lay down rules of posting in this group and pin it on the top of your timeline.
• Ignite conversation relevant to your industry. Don’t solely promote/sell your
content and products.

26. Continued…
• Develop a mutual understanding with other Facebook Groups and
community builders and share their content your timeline.
• So that they can in turn share your content on their groups and
timelines.

28. Video Posting
• Use native Facebook uploader to upload videos on Facebook and
avoid using YouTube or Vimeo.
• Make sure you upload short videos. 1-minute are the best ones.
• According to Animoto, 73% of US adults are more likely to buy a
product after watching a video that explains it.
• When making online purchase decisions, 96% of consumers find
videos helpful.

29. Check spamming and timely response to your
audiences comments.
• Do not let any post their promotional content on your timeline.
• Anything unpleasant, unwanted is immediately ranked down, stay
alert!
• Dedicate time for your audience to respond to their queries and
questions.
• Respond to your clients queries full as fast as possible, because
Facebook now tracks your response time too.

30. Timely posting
https://blog.hubspot.com/marketing/facebook-declining-organic-
reach#sm.0000g0jr21oyiefhz6w2pomi4iuco
• And on Saturday and Sunday between 12 p.m. and 1 p.m.
• The best time to post on Facebook is between 12 p.m. and 3
p.m. Monday, Wednesday, Thursday, and Friday.
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