Before Facebook Ads came along, it was relatively easy to get your valuable information seen, so that your fans and customers would see the information you put so much time and energy into producing for them – and at no cost. Fast forward to April 2012, when Facebook stated that organic (unpaid) reach to your fans was around 16%. That means that only 16 out of every 100 fans you have, would actually see your content in their newsfeed. Unfortunately, the most recent numbers are looking even lower – that organic reach is now down to roughly 6% according to a study by social@Oglivey. Only 6 out of every 100 fans will actually see your valuable content. Ouch.
Before you get frustrated, take a deep breath, grab a cup of coffee, and relax. Luckily, there are avenues that can be paired with your content to help people see the valuable information you are putting out. This is often improved when you tie multiple social media platforms together – or take it a step further and tie all platforms together (even traditional ones, such as newspaper ads, bulletins, flyers, etc.). The key is to have a goal, and then you can devise a plan that helps you achieve that goal, using Facebook and other social media platforms together, in a precise and well-planned way, will help you generate reach across all of your platforms – not just Facebook.
What do I mean, exactly? Well, with a robust plan, you determine what your goal is for each post, and synergize across platforms. If you want more Facebook fans to like your page, for example, then perhaps post a questionnaire contest on your blog that requires your blog readers to post their responses to your Facebook page. Or perhaps hold a Pinterest contest that requires readers to grab images from your Instagram account and post to your Facebook Page. And of course, use your email list to alert your email fans to your contest or questionnaire and send them to your Facebook page, blog, or wherever you need to send them to achieve your goal.
Another option, of course, is to pay for more reach. Relatively speaking, Facebook Ads, when targeted properly, are inexpensive, and the reach is amazing when you truly know your target market – and you have something of value that truly attracts your target audience. Don’t discount using Facebook Ads as a means to gain new followers! Just know that, like everything else, to be successful, you need to know what it is you are trying to achieve, and then reverse engineer your plan to get there!
Do you use social media with a plan, currently, or do you grab topics by the whim and just go with it? I’d love to hear what works for you – comment below and share your stories!