Creating Engaging Communities with Facebook Groups
Things never stay still for long in the land of digital marketing, Google and the like decide to mix and change things up on a regular basis and if you do not keep up with change you will be left way behind.
One such recent change is that Facebook has started to implement changes in the organic reach of pages on their popular platform. And this may have far reaching implications for you.
It also does not seem to matter if your FB pages connects to a community, Shares memes or an actual landing page. Sooner or later you will be seeing change.
What Is Organic Reach for Facebook
Organic Reach as far as Facebook is concerned is simply a measurement of how many people can find you for free on Facebook.
If you think of it in terms of organic rankings on Google then you are close to the mark, although there are different parameters that Facebook uses such as post frequency, popularity and other such things.
One of the changes you will notice is that previously Facebook counted Organic Reach any time an unpaid post appeared on somebody’s News Feed. Now, that will change so you will only get a hit if it actually enters somebody’s screen. This means you measuring metrics will be far more accurate.
Focus on Quality
Facebook is implementing this change to add more quality instead of just quantity. Previously on Facebook the more posts you shared was directly connected to more reach, but that will now go.
Just re-sharing poor quality posts was the way to go, and it is certainly not the way to go in the future. By the same token, posting not enough does not give you any bonus points.
Studies have shown the best frequency of posting is moderately, not too much or too little. If you post less frequently it is less likely to get lost, so your organic reach will be far better with fewer more quality posts.
Know Your Audience
High quality posts do not just appear out of nowhere, it starts with trying to upgrade your brand as a whole. And this means topics are meaningful and are relevant. You should target your approach, the more specific the better.
This can often be done with small tweaks, create some content and test it that is a good way of knowing what you are doing is correct. A good place to start is by knowing which posts are correct on Facebook, perhaps video.
Consider Timing
There is a thing called optimal time, when you are making posts on Facebook, and if you are aware when Facebook is busiest and most active that is the time to post.
The average number of posts a day is two, and that is fine if you post quality and at the right time. If you do just this alone it will help your organic reach and increase your engagement with your followers.
One thing to bare in mind is that performance may be industry specific, so you need to do your homework before changing the times of your posting.
Stop Selling
When you try to hard to sell your brand this can be just as bad as not selling at all, Facebook is turning the tables on purely commercial content so you have to be extra careful about this.
You need to engage with your audience more, just trying to route traffic to your page can be a grave mistake. Facebook is looking at intent when it filters through content.
What all this is telling us is that as far as Facebook is concerned its Organic Reach is not at all dead. But now it has changed but you can still get on board and play the game well. Perhaps just start with quality and forget about reposting average content again and again.
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