Since Facebook made its changes recently and brand pages took a massive hit in the reach department, many page owners and social media managers are grumpy. I hear things like:
“Why is Facebook only showing my posts to 10% of my likers?”
“My fans chose to like my page. They have the right to see whatever I post!”
“It is not up to Facebook to tell people what they want to see.”
“Facebook just wants us to pay for people to see our posts.”
“I had to ask my fans to click ‘get notifications’ just so they could see my posts!”
Quite frankly, the above covers what I wanted to say in this blogpost. But I am going to say some more on the topic and give my opinion on some of the rants and misbehaviours I see on Facebook because people are frantically trying to scrabble back the massive reach they once enjoyed.
Still with me? Okay, let’s get down to business.
No fan will like everything you post, literally or emotionally. That would not be a fan – that would be a stalker. Your fans can probably be split into a number of groups:
When a fan develops a track record of not liking, commenting on, clicking or sharing your posts, then Facebook drops your content out of their newsfeed. Doesn’t that make sense? Do you want to see stuff that doesn’t really interest you when you’re messing around on Facebook?
Still here? I haven’t offended you yet? Great! Let’s keep going.
Generally, the percentage of reach does not change very much across large or small fan bases if your content is good. The reach you achieve will depend on how many of your fans are online when you post and your track record of post engagement.
When you have a small fan base, it generally consists mostly of people from groups #1 and #2 (above). So naturally the engagement will be higher = a higher percentage of reach. When you have a large fan base, you probably have a bunch more people from all the groups, and therefore your engagement will be lower and it follows that percentage of reach will be lower.
What’s the solution? Find out what type of content interests your fans and create a good balance of content types to engage with the variety of fans. When you see a post performing well, consider throwing a few dollars at it to boost the content. If you boost a post and it performs really well (engagement-wise), then that means your brand has touched many people in a positive way. That augurs well for your future reach.
And now for the biggie….
Quite frankly, I find it cringeworthy when page managers do this. Do you ever see the big brands do it? Do you see celebrities do it? Do you see highly successful Facebook pages do it?
The message it sends to your fans is:
“I am desperate. Not enough people are liking my posts. I can’t sell my services or products as well as I want to on Facebook. I am unhappy with how my Facebook strategy is performing.”
What you’re essentially doing is blaming Facebook, passing the buck, and not taking responsibility for your own poor performance. Instead of begging for engagement, how about taking a good hard look at yourself? Are you posting a healthy mix of post types? Are you showing what’s on the inside of your business? Are you being social or just selling? Are you flogging dead horses?
Tough questions, right? Okay, you’re still with me so it’s time for something positive. Let’s find a way to fix this mess.