Slowly but surely Facebook has been making it harder for businesses to reach their customers through their brand pages. It all started with an algorithm change in December 2013 that resulted in companies seeing reach numbers fall by double digit percentages. Of course, along with the changes came more opportunities to pay for Facebook users’ eyeballs through promoted posts and targeted advertising.
This week Facebook announced another algorithm change that will further erode the organic reach of brand pages in the name of “giving users what they want and less of what they don’t want”. Businesses may now have to bite the bullet and pony up Facebook advertising dollars to make sure their posts are seen, or further reduce their expectations for their Facebook marketing efforts.
One of our mantras at Fresh Figs Marketing is “invest in the space that you own -your website.” We build digital strategies around this idea, making sure that all content sits first on our client’s websites, and is then posted with links to appropriate social networking sites. We are creating the good stuff for the place they control, so if something happens to the social networking sites, they still have access to all of their content. What goes on Facebook, Twitter, Instagram, etc belongs to those companies – not you. You must play in their sandbox when you are there, and are subject to their rules. Investing in the space you own first makes it easier to effectively manage the ever changing world of social media.
Questions on creating an effective digital marketing strategy? Send us an email or give us a call at 317-910-6252.
