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?
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.
- 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.
- 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.
- 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.
- 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.