Have you heard that Facebook is decreasing the organic reach for fan page posts? If not, check out this article from AdAge that breaks down the bad news.
This is a very big deal for entrepreneurs, like me, who consider Facebook a major part of their social media strategy. Hey, I get it, Facebook wants to generate more ad revenue. I may not agree with the way they are trying to do it, but Facebook has the right to run their business how they see fit.
I also have the right to run my business how I see fit. I do very little social selling. For me, it doesn’t make sense to pay to promote content that I’m providing to my audience for free. I will not pay to get free content into more news feeds on a regular basis. The good news is…
The Success Of Your Page Is NOT Dependent Upon The News Feed!
Over the past few weeks, I’ve watched my organic reach drop by nearly 40%. That sucks, but you know what? My engagement rate has increased in every category!
Before I get into the “how-to,” There is one thing I want to address. Since the news broke about the decline in organic reach, many online marketers have been cutting back on their Facebook activities. They are urging their audience to join them on other networks, namely, Google+. I’m gonna catch a lot of flak for this, but I don’t believe this is the way to go if you want your business to continue to thrive on Facebook.
Don’t get me wrong, I love G+. I plan on highly increasing the time I spend there, but the vast majority of my customers are on Facebook. To put this into perspective, I want to share an excerpt from a recent Social Solutions Collective interview with Rebekah Radice. The question was, “If you were stranded on a Wi-Fi enabled desert island, with a laptop/tablet that would never run down its battery, BUT you could only access and connect with one social platform, which platform would that be and why?” Rebekah’s answer, “It would have to be Facebook. My family will never make the move off that platform to any other, so it’s my only form of social communication with them. Try as I might to get them over to G+, it’s just not going to happen.”
And that is just the way it is for the bulk of Facebook users. My customers are here, your customers are here, and if you’re going to reach them then YOU need to be here. Overcoming Facebook’s organic reach challenge is going to require more effort, not less!
If You Want To Keep Your Facebook Page Rockin’, This Is What You Need To Do.
First, let me ask you this. Would you need to see a post from your church (or any group activity you enjoy, that meets regularly) in order to attend? Of course not! You will be there because you know, where it happens, when it happens, that you want the “content” shared there, and that you will be able to interact with other people who share your interests. You will attend, because you are part of a community!
Give your fans the same reasons to stop by your page, too! Your goal should be to have your fans enjoy your page so much, they don’t need to be reminded to stop by. Having an active, engaged community is the surest way to make your page reach proof, or at the very least, reach resistant. That’s why cutting back on your Facebook activity is such a bad idea. No one is going to check in on a page where there is little going on.
I’m not going to tell you this will come easy, or that it will happen overnight. Building a community takes a lot of time, promotion, and consistent effort. If you are willing to put in the work, start with these simple steps and get ready to reap the rewards.
- Make the where and when easy! The fun is going to happen on your page, and it’s going to happen every single day. Consistency, remember?
- You already know your fans want your content. That’s why they “liked” your page in the first place. Give them more of what brought them to you. Just make sure the content you share is valuable to your audience. It’s hard to build a community on the foundation of a bunch of irrelevant memes.
- Killer content will give you a solid foundation, but a good discussion gets fans active. Mix in posts that invite conversation. Your page should be a place where fans can come to share their opinions, and talk about the things they enjoy.
- Give your fans something to do. People enjoy interacting with other people. Hosting events and activities is a cool way to get your fans to participate. It also gives them the opportunity to make new friends with common interests. That’s what community building is all about.
- Make everyone feel welcome. This may be the most important step of them all. No one is going to feel like they are a part of your community if you ignore them. Take the time to interact with people who engage with your page. Like and reply to comments, thank people for sharing your posts, and greet people who join your parties. Put forth the effort to connect with your audience, if you want them to hang out with you.
Facebook may control what posts show up in your fan’s news feeds, but you control the experience they have on your page. People are on Facebook to have fun and socialize with others. Provide them an interesting place to do that, and they will join you.
If you’ve ever been to my Facebook page, you know that I love my peeps! As of this post, I’m less than 18 months into my internet marketing career. Facebook was the first platform I really started to grow on. Many of my fans have been with me, literally, since the beginning. They mean A LOT to me and this post is for them! Thank you all so much for taking time out of your lives to spend with me.
We are truly a community, and that is the secret to surviving Facebook’s organic reach. I hope you will join us sometime!
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