Are you aware that not everyone who likes your business Facebook page sees the things you post there?
Have you wondered why when you post to your own business Facebook page, which, let’s say, has 500 followers, only “35 people saw this post?” Or even less?
After the major timeline update about a year ago, less and less of your own followers would see your posts due to an algorithm change that basically let Facebook decide who would and would not see your posts based on a confusing and not-so transparent set of criteria. Facebook made some claims at the time that they were merely trying to show relevant posts to people most interested in seeing them.
But now that Facebook is a public company which must answer to shareholders, it’s all about profits, which I don’t begrudge any business. I mean, that’s why it’s a business, right? To make money and earn profits for it’s employees and shareholders.
But what I objected to was the way Facebook positioned itself as being the gatekeepers of our own posts, deciding which of our own followers would see what content in the interests of “relevancy” when it was really all about making us buy more ads.
So while you have spent time and effort chasing after “likes,” the only way to reach more of your own followers is to pay to reach them.
Facebook has now dropped all pretenses about relevancy, yada, yada, yada, and has flat-out admitted, finally, that it’s ALL about the Benjamins.
In a recent Ad Age article, a Facebook spokesman confirmed that the overall organic reach of Facebook posts from brands is in slow decline.
“We’re getting to a place where because more people are sharing more things, the best way to get your stuff seen if you’re a business is to pay for it.” -Facebook spokseperson.
CONVERTING LIKES TO SUBSCRIBERS
We actually wrote about this topic months ago — the importance of converting your Facebook likes into subscribers. Either that, or you literally have to pay Facebook to reach your own “likes.” Crazy, right?
In this blog post we compared having Facebook “likes” to renting your own clients and prospects as opposed to owning them. I said it then and I’ll say it now: I would rather have 10 opt-in subscribers than 1,000 Facebook likes.
As described in that earlier blog post, using custom tabs on Facebook is our recommended way to use Facebook as a lead generating tool for your opt-in email marketing campaigns.
To help put some marketing muscle, fun and creativity into your overall social media marketing and lead generating efforts on Facebook, we recommend any of these, and similar services, to give your Facebook efforts some focus and measure of success: namely, subscribers, not mere “likes”:
- TABSITE: Sweepstakes, reviews, contests
- WooBox: Sweepstakes, Coupons, contests (we’ve used this service ourselves)
- ContestDomination: Just what it sounds like. Used by online marketing guru Gary Vaynerchuk
All charge a nominal monthly fee of $20 -$40 with no long term commitments, with a wide variety of functionality, templates and features, that require not only email signups in order to participate, but you can choose to deploy social media signups as well such as Tweeting or Facebook sharing to encourage friends of friends to participate. And grab their emails in the process, too!
Any other Facebook contest and promotional tools you like and recommend?