Nearly Useless Facebook is supposed to be social. However, with a Business, Organization or Brand page, on Facebook, how social can you really be? How much engagement, can really happen? Even if you consistently work really hard, to get and maintain a good following, how many people are you really reaching?
- Not Very!
- Not Much!
- Not Many!
Facebook is a For Profit Company
The Nearly Useless Facebook is a “for profit” publicly traded company, so by definition, their investors need them to generate a profit. The only way they can do that, is to charge for specific services. They know their marketing appeal, is the number of individual users and the also know the number of users would drop significantly, if users had to pay a fee, for Facebook access. This means Facebook has to generate that profit, through other means.
This “other means” is achieved by limiting the organic reach of a Business’, Organization’s or Brand’s pages, creating a situation where the scale of reach becomes dependent on the size of your Facebook marketing budget. Hey, even Google does this, right?
Well, Facebook previously stated:
Pages organically reach about 16% of their fans on average. – Facebook
More recently Facebook started backpedaling.
Facebook Admits Organic Reach is Falling Short – Urges Marketers to Buy Ads. – AdAge
Ignite goes on to say Facebook’s claim of 16% reach “is no longer achievable, for many brands” and that “2.5% is now more likely for standard posts on large pages.
Not Entirely Useless
We have established you can’t/won’t reach very many of your pages followers, organically. So, you can “Pay to Play” or you can modify your approach.
The modification I would suggest…
More Video and Images – not just a single image, but multiple images.
If a picture says a thousand words, then you can say a lot more, with a lot less text, using multiple pictures. I’ve long thought video and images would be the key to social media marketing success, but now Ignite (yes, the same company, I quoted, with the gloomy stats – above), is also claiming the same thing. “This Quick Work-Around Will Fool Facebook’s Algorithm and Expand Organic Reach” is how they present it, but the idea is in how multiple images are grouped and displayed, after submitting a post, with multiple images.
After reading that article, I started looking at a few of the Facebook pages, I help manage. Text and single image posts, tend to have an organic viewership range of about 10 – 200 people. When videos or multiple images are posted, the organic viewership range is about 250 – 650. These pages all belong to smaller Businesses, Organizations & Brands, but the range speaks for itself.
If video and images are hard to come by, the best way to maximize efficiency while minimizing the costs, of using Facebook, is to automate. Automated posting, to Facebook, may not accomplish the organic viewership of multiple image posts, but it can significantly reduce the time you have to spend, on the Facebook Platform.
For instance, this article will appear in Facebook, without me actually visiting Facebook.com to share it. If I don’t have to spend nearly as much time, on Facebook, any viewership is a bonus.
The Nearly Useless Facebook may prove to be most effective, as a part of a circular promotion strategy, where information is shared on one social platform, and then a link to the information from the first social platform, is handed off to the the next social platform… and so on and so on. For example, Circular Promotion could be accomplished by posting new information to Google Plus, then sharing the Google Plus link, to Twitter, sharing the Twitter link to Facebook and adding the Facebook link, as a comment, on the original post on Google Plus. I do something very similar to this, with one of my clients, and it is pretty successful for them.
The key to a Circular Promotion Strategy is relevancy. When it comes to the effect of Circular Promotion, on Search Engine Result Pages, you do not want to suffer Google’s wrath over link quality or link spam. So each time information is shared, from one social platform to the next (or one website to the next), relevant information should be added. Whether or not this can be accomplished with automation tools, is yet to be seen.
I said Nearly
The Nearly Useless Facebook offers pretty poor organic viewership for a page’s posts. Even when I’ve paid Facebook, to promote posts, for pages, I still don’t see the results. If those people who like or follow a page, are not given the ability to interact with each post, how is this social, thus the reason I find Facebook to be Nearly Useless – the perceived ability to be social, is interfered with, by Facebook’s revenue generation strategy.
Yes, I still use Facebook and encourage all my clients to use it as well. However, I do not think Facebook should occupy a significant percentage of time or money, from social media marketing efforts. For me, automation and circular promotion is the way to go, so that a Nearly Useless Facebook is only “Nearly” useless.
If you need help with Facebook, Social Media, WordPress or your website, contact me over on https://bamajr.com/; my business’ website.