Facebook’s ranking algorithm decides which posts get shown to each user in their News Feed. The algorithm has gone through some major changes in the past, but the most recent one has thrown a lot of social media marketers for a loop.
A recent article based on a sales deck sent to Facebook partners pointed out that Facebook has admitted organic reach for brands will slowly decline. According to Facebook, this is unavoidable due to the growth of the network and the amount of content being produced.
1. Don’t give up on Facebook – reap the benefits of having a Page and keep it updated
To start. The best thing to do is not to abandoning your Facebook Page altogether, as some people and brands have done already. Though it might feel like Facebook is working against you, there are lots of benefits to having a Page. Without a Page for your brand, you’ll lose opportunities to run contests, integrate Facebook apps and see detailed analytics of how people are interacting with your posts.
There are some simple ways you can make sure you’re getting the most out of your Page, simply by keeping it updated. Here are just a few simple tips to get the most out of your page.
- Take advantage of your cover image by adding a call-to-action
- Keep your profile image up-to-date
- Update your short description (below your cover image)
- Make sure your location and all of your “about” fields are filled in correctly
2. Focus more time on community building
Another suggestion would be to put more time and money into community building. Few brands answer questions and interact with users on Facebook, which is a missed opportunity to build a strong community. Fans of your brand will help you to spread the word just like ads do, and it’s worth putting your time and energy into this method of brand-building.
3. Use your profile and groups for extra reach
If you’re planning on keeping your Page but exploring other ways to reach your fans, don’t forget about your own profile. You can turn on the “following” feature to let users follow the public posts on your profile and use this in conjunction with your Page.
The number of people following you will show up in your main “about” section, under your profile picture. Profiles generally get preference in the News Feed over Pages, so this can help you reach more people.
You could also try using Facebook groups to actively reach your fans with new, regular content.
4. Keep experimenting with Facebook’s new features
The next big thing to start using is Facebook’s latest golden child—Instagram. Since Facebook wants to push users towards Instagram as it continues to grow, there seems to be slight push for Instagram posts to be prioritized.
This will change when something new takes precedence, so continually experimenting with new features or integrations can help you to keep on top of what’s working best right now.
Facebook also keeps putting out tons of new features all the time that are certainly worth checking out to stay ahead of the game.
5. Build your own platform — a marketing channel that you own
Any company whose marketing eggs are all in Facebook’s basket is probably in trouble. Especially for those brands that can’t afford a big Facebook marketing budget.
One of the ways to spread your marketing to other platforms is to build up one that you own. Here a great acronym to go by: POEM. It stands for paid, owned, earned marketing.
Every brand should have some of each type of marketing: paid ads, a platform you own, and fans that you’ve earned on social networks.
If you use all of the tips and tricks we’ve outlined, you should start to see a lot more interaction and communication happening on your brand or business page and beyond.