Facebook. We love it. We hate it.

It’s changed the way we communicate with each other and how we connect around the world.

And it’s always changing.

This week, Ad Age posted the following:

“In the document, titled “Generating business results on Facebook,” the paragraph in which the impending drop-off in organic reach is revealed concludes with an ad pitch; marketers are told they should consider paid distribution “to maximize delivery of your message in news feed.”

It’s now confirmed by MANY sources that even when you’ve cultivated a following of people who LIKE your page, less than 16% actually SEE that post.

While Facebook continued to encourage administrators to find ways to get our audiences to click LIKE and SHARE, they also announced that “high quality” news items will carry more weight than anything “light” like funny memes of cats. So this means that they are downplaying the visibility of certain “viral” content.

catmeme

So regardless of the people who have LIKED your page and have eagerly asked to receive more information from your company, Facebook is encouraging you to advertise to reach them.

I agree that any form of marketing is more powerful when used in combination with various other ways to connect with your audience and organic growth PLUS advertising can be very effective.

But, it should be up to the READER and what they’ve indicated they want to see because this is what Facebook’s foundation was based upon.

The good news:

  • there are new ads that will only charge you if the ad meets your objectives
  • there are secret ninja tricks that you can use in Facebook Power Editor that can help maximize your presence for a minimal investment
  • you don’t have to spend a lot of money for ads to get a good amount of exposure and brand impressions

So what do YOU think? Are you seeing a big drop in your reach? Will you spend money on advertising? 

 

About Leslie Hughes

Leslie Hughes is a LinkedIn Optimization Specialist, Professor of Social Media, Corporate Trainer, Principal of PUNCH!media and author of “CREATE. CONNECT. CONVERT” Leslie was called a "Social Media Guru" by CBC Radio and was featured on CTV’s “The Social” discussing how to manage your digital identity. Leslie has been working in digital marketing since 1997 and founded PUNCH!media in 2009. PUNCH!media clients include Investment Planning Counsel, Guardian Life Insurance Company of America and TVO. PUNCH!media's goal is to empower through education and help executives gain confidence in their online presence so you convert higher-paying clients. www.punchmedia.ca