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Responding to Facebook’s Organic Reach Decline

Responding to Facebook’s Organic Reach Decline

Responding to Facebook’s Organic Reach Decline – Facebook’s organic reach is going down. That is, fewer people are seeing your posts (unless you cough up some dough). What to do?

Facebook logo Español: Logotipo de Facebook Fr...
Facebook logo Español: Logotipo de Facebook Français : Logo de Facebook Tiếng Việt: Logo Facebook (Photo credit: Wikipedia)

Social Media Today’s Pam Dyer has the scoop on how to respond.

In 2012, Facebook restricted brand content reach to around 16%. In 2014, the figure plummeted to just about a dismal 6%.

According to Dyer, “No one really knows for sure how Facebook decides what appears in news feeds, but some elements are well known as weighting factors:

  • Post types that receive the most user interaction
  • Posts that users hide or report as spam
  • How a user interacts with Facebook ads
  • The device that is used to access Facebook and the speed of its connection”

EdgeRank has less importance than it had, but it’s not quite gone from the mix. It consists of –

  • “Affinity: The closeness of the relationship between the user and the content/source
  • Weight: The action that was taken on the content
  • Decay: The freshness of the content”

Dyer lays out four steps.

  1. Optimize Facebook content. Test what’s working, and what isn’t.  What are people clicking on? And are they clicking through to your site? Look at Google Analytics for your site, and determine which content is the source for your Facebook-generated traffic.
  2. Create incentives for sharing content. Whether that’s offers, contents, or just can-you-believe-this types of posts, create the kind of content that people want to spread to their peers.
  3. Work a multi-network campaign strategy. Use hashtags; they show up in all sorts of places, and not necessarily on Facebook.  Put your hashtag in all of your promotions, e. g. blogs, television commercials, literature, etc.
  4. Track data, and act on it accordingly! What’s happening with your links? Where is your audience coming from? Dovetailing with step #1, be the company that knows where your traffic is really coming from. Know where your audience is clicking.

Knowledge is power.

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Facebook

Companies to Pay $1M for Facebook Video Ads

Companies to Pay $1M for Facebook Video Ads

Facebook Video Ads. According to Boston.com,  companies interested in creating video advertisements on Facebook will need to not only pay about a million dollars per day, they will also have to pass Facebook’s creative team’s vetting.

If Facebook is going to blast a video ad to a significant subset of its 1.3 billion users on a daily basis, they want the ads to be artistically meritorious.  The Facebook video ads will automatically play, but they will do so without sound.

Metrics will be apparently available for advertisers (and they certainly should be there, for that kind of price tag!).

For that sort of exposure, the price tag may very well seem reasonable to a large corporation looking to make a splash. Consider the cost of Super Bowl advertisements. Bleacher Report claims that a 30 second spot in 2014 went for four million dollars.  However, only about 111 million people were expected to tune into the 2014 Super Bowl.

Facebook has over ten times as many users as the Super Bowl has viewers.  However, they would not all be served the same video ads. But this is not a problem.  Even assuming the same number of viewers as in the Super Bowl (which would be about eight and one-half percent of the total number of Facebook users), Facebook’s cost is still only one quarter of that for advertising a 30 second spot at the Super Bowl.

Is it worth it? Companies will need to carefully measure not only clickstream data, but they will (or at least they should be) closely monitoring conversions.

If your company had that kind of money, and that level of creativity, would YOU recommend video ads on Facebook?

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