Lately there has been a backlash from people saying that Facebook is forcing people to pay to have their page updates reach their Facebook fans.
While it’s true that many Facebook pages have seen a drop in reach, it’s not due to some conspiracy to force page administrators to buy ads. And it’s definitely not happening to all pages.
The pages that have recently seen a huge drop in reach obviously didn’t make the cut. Especially if they were too spammy.
Marketers who are whining about all this need to put down the tissues and realize that promoted posts are simply one option among many to amplify reach.
Here are 5 more ways you can reach your supporters.
Seek out patterns. Are they mostly photos? If so, what subject do they have in common? What about conditional sharing? What can you learn from the comments in these updates? You get the idea.
Ask yourself:
This means that updates that pertain to fans in a specific location, or to a certain age group, won’t be seen by fans outside of that segment. And on the flip side, a higher percent of those reached by these targeted updates will like, comment on, and share them.
Briefly, the intent of cross-posting is to save time and effort, which is not what’s needed to create a vibrant community.
This makes sense when you think about it. Most people work during the day, come home and have dinner, and then relax, watch TV, and check their news feed.
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While it’s true that many Facebook pages have seen a drop in reach, it’s not due to some conspiracy to force page administrators to buy ads. And it’s definitely not happening to all pages.
EdgeRank isn’t unfair, it’s just impartial
Facebook has always used an algorithm to determine what content Facebook users will most likely prefer in their increasingly noisy news feeds.The pages that have recently seen a huge drop in reach obviously didn’t make the cut. Especially if they were too spammy.
Marketers who are whining about all this need to put down the tissues and realize that promoted posts are simply one option among many to amplify reach.
Here are 5 more ways you can reach your supporters.
Analyze your top 10 content items
1. Go into your Facebook Page Insights and rank your content by virality. This is the fastest way to see what’s resonating with Facebook users.Seek out patterns. Are they mostly photos? If so, what subject do they have in common? What about conditional sharing? What can you learn from the comments in these updates? You get the idea.
Post awesome content
2. When you understand what’s been working on your page, you’ll do it more! But how can you go beyond what has worked?Ask yourself:
- What would it look like if your posts were unbelievably remarkable?
- What would get people talking?
Optimize targeting
3. Administrators of Facebook pages with more than 100 fans can target updates based on gender, relationship status, educational status, age, location and language.This means that updates that pertain to fans in a specific location, or to a certain age group, won’t be seen by fans outside of that segment. And on the flip side, a higher percent of those reached by these targeted updates will like, comment on, and share them.
Don’t cross-post
4. I’ve written about why cross-posting is a bad idea before.Briefly, the intent of cross-posting is to save time and effort, which is not what’s needed to create a vibrant community.
Post at the best time
5. There’s lots of research that suggests that nighttime is the best time to post, particularly around 8 pm.This makes sense when you think about it. Most people work during the day, come home and have dinner, and then relax, watch TV, and check their news feed.
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