Organic Reach Of Content Published On Facebook Pages Hits 2% The organic reach of the content brands and businesses publish on Facebook has declined since the social media platform made the first major News Feed algorithm changes 2012. Recent research by the ad agency Ogilvy indicates that Facebook business pages reach just 6% of their fans. Pages with more than 500,000 fans reached only 2% of them. This is a disappointing development for businesses of every size who have spend countless hours and money creating Facebook posts, promos and contests to build a community of fans and the many 3rd-party services that have popped up for the sole purpose of helping clients to engage with customers on Facebook. In the current situation the only way to ensure that a post is seen by Facebook page fans is to pay to promote them. The latter development has transformed Facebook from an organic to a straightforward paid marketing channel. What are the consequences of this shift for marketers who use Facebook to connect with their communities? Going forward Ogilvy continues to see Facebook as a viable tool to build an audience and generate engagement. The necessity to distribute content to page fans via a paid channel does not change that. Fans will still see posts in the News Feed and will pass it on to their friends if it interesting enough. Ogilvy suggests a number of key actions for Facebook activity: - Don’t dedicate a paid ad budget to Facebook by default. Make it compete with other media buys based on performance - Break down the existing community in specific groups that can be targeted separately with adapted content - Publish less frequently to specific target groups with relevant high quality content - Publish at times your target audience most likely will see your posts - Set aside a Facebook paid media budget to spend in small increments to reach targeted groups, and when appropriate the entire fan base What do you think? Is Facebook still a viable channel for social media marketing? More detail here: joopcrijk/facebook-marketing-and-advertising/ #facebookadvertising #facebookorganicreach #facebookmarketing
Posted on: Tue, 18 Mar 2014 19:32:55 +0000
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