So you have been noticing a drop in your engagement, likes and comments on Facebook too? I say too because you are not alone! Welcome to the big change with Facebook in 2016, which as we near the end of the year is only going to get worse!
Here is what is going on in a nutshell! Facebook years ago came out with a wonderful platform for Business Owners to create and promote their business online using the largest social platform in the world! Ah, life was grand back then! Facebook did a great job of providing nice tools to help you analyze results, promote your brand for free and drive traffic to your business. Back in those good old days your posts would reach a high percentage of your followers, which of course is really nice, especially since there was no advertising fees required, just your time, imagination and creation of great content!
Back in those days your posts would reach most of your “Fans” or “Followers” of your business page in their timeline feeds. Ah, but then things changed! When Facebook went public a few years back, their revenue model needed to change, and slowly began the filtering of your content to your followers. And today, as it stands basically a very small percentage of your followers will ever see that “special sale” post or “save tonight on dinner” post. Basically, it is a way to force you to advertise with them (ah, here is where their revenue comes in).
The good news though, (yes, there is some good news), is that Facebook offers one of the best advertising platforms available, certainly in the social media world, and yes, this is where your clients and customers are these days! They days of free advertising on social sites is over, and since you have to be present where your customers and potential customers are (online) you need to play the game, which means planning an advertising budget that includes spending on Facebook ads.
Growing your fan base organically can be very slow, especially if you are a type of business say that is “less sexy”, like a janitorial or distribution company (nothing wrong with these), versus a restaurant or entertainment venue, where you will more likely have organic participation. So, plan on advertising but be smart about it. Make sure to do A and B Ad testing, and really define your target market and demographics (again, Facebook does a great job of providing these tools) and make sure you stay on top of your spend.
For more information, feel free to contact us for our assistance if you need it!