If your business engages in Facebook, you may have noticed that the reach of your posts has declined recently. This is due to a change in the algorithm that Facebook has put into place. Digital Consulting Agency, Social@Ogilvy analyzed 100+ brand pages and found that the average reach of organic posts had declined from 12% in October to 6% in February. Some pages are seeing their reach drop to about 2%. I wouldn’t be surprised if one day organic reach drops to zero.

2.  YES?
› Continue Reading 

3.  This is due to a change in the algorithm that
Facebook has put into place.
 Digital Consulting
Agency, Social@Ogilvy analyzed 100+
brand pages and found that the average
reach of organic posts had declined from
12% in October to 6% in February.
 Some pages are seeing their reach drop to
about 2%.

4. I wouldn’t be surprised if one day
organic reach drops to zero.
WOULD YOU?

5.  This number has become meaningless.
 The goal
› Quality over Quantity
 Wouldn’t you rather have 100 fans who
are engaging because they love the
content or 5,000 fans who don’t care for
the content and never engage?

6.  All that matters is you are
engaging your current fans.
 If you increase your fan base,
that’s gravy!

7.  You opted in to see a brand’s content
by liking their page.
 You would think this is enough for
Facebook to say “I want to see what this
brand has to say.”

8.  If your content isn’t engaging and
doesn’t provide value, your brand will
not appear on a user’s timeline, even if
the user liked the page.
I know! This is crazy!

9.  New strategy
 Rethinking the type of content you
are sharing with your audience

10.  From my experience working with various
brands, I am finding that any content that a
fan can personally relate to, or feel an
emotion towards will almost always work.
 Think about why you go on Facebook; do
you go on to read industry articles? No,
because Facebook is more personal.

11.  This brand’s
Facebook page has
about 28,000 likes.
 This post included a
quote and reached
a whopping 15x their
fan amount!

12.  Because people were able to relate to it
and they feel an emotion.
 Now, just because this post did extremely
well, doesn’t mean you should post
quotes every day — you still need to
show variety.

13.  Unfortunately, there is no magic button or
strategy that will combat Facebook’s
change.
 Of course, you can ‘Pay to Play,’ but most
small businesses don’t have the budget to
put extra dollars into Facebook.
 My opinion on Facebook ads is that they
should be used sparingly; using them to
promote an event, highlight a promotion,
etc.

14. But there is no guarantee

15.  When possible tag other appropriate
pages and people
› Further extending your reach

16.  Avoid text-only posts
 Facebook loves visuals as they are more
attention grabbing
› I mean who doesn’t like looking at pictures!?

17.  Check your page insights on a weekly
basis
› See what type of content your fans are
engaging with
› Post at optimal days and times
 The next slide shows a screenshot of a brand’s
insights, and as you can see, the best day for
this brand to post is a Tuesday at 11:00 a.m.
Therefore, this brand should not post content
at 6:00 p.m.

19. The answer is YES!

20.  As long as you have the resources to do
so your business should certainly be on
Facebook.
 It is another avenue for your business to
be found, and hey, it also helps your
SEO!

21. What are your thoughts
on Facebook’s
recent change?

22. @ginadimarco