The Challenge with Facebook Pages — and 6 Strategies for Dealing with It
Here's the Challenge:
Your posts on your Facebook business Page are extremely limited: your reach is "throttled" to an average of just 16% of your fans. Some posts will reach more, some will reach less, depending on how many people talk about it (comment, like, share). In general, that means only your most passionate and active fans (plus a small percentage of their friends) will see your posts.
That's why Facebook should go back to using the term "fan" instead of "like": those who simply like your Page and never interact with it again may never see you again.
Once you reach your fans, the engagement rate is only about 1% (studies show it's 1.4% for the top 200 brands on Facebook, and less than 1% for most everyone else). So even if you're a hot brand like Nike, 99% of your fans don't care about what you're posting.
In fact, in the article linked above, a Facebook executive essentially said that fan interaction is not as valuable as basic reach and frequency. In other ads, basic advertising works better.
The conclusion is obvious: Facebook wants to sell more ads. That's totally understandable – Facebook isn't a charity. The irony here is that social media was supposed to be an improvement over basic advertising.
So what can you do to make your Facebook Page worth your time and effort? In lieu of spending thousands of dollars on Facebook ads here are...
6 strategies for managing your Facebook Page:
1. Provide reference material:
2. Add a face to your brand:
It is called "Facebook," after all, where your primary competition isn't your business competitor but your fans' friends. Sorry, you'll never be more interesting than their friends, but you can at least be more personable with stories and photos of the PEOPLE behind your brand.
3. Reward your most active fans:
4. Work with charities:
These organizations actually have very involved fans, and collaborating with them – and sharing images from those collaborations –will generate awareness and positive brand perceptions among those fans.
5. Share attractive and valuable advice:
The kind of posts that often get shared usually involve an eye-catching photo combined with some interesting fact or advice. They also demonstrate your expertise, and show how your product/service can be used.
6. Drive traffic to your website:
Your goal should be to promote your website on Facebook, not vice versa. So if you must have a contest, host it on your site. While customers are there, encourage them to subscribe to your newsletter or blog, which are not throttled.
Facebook ultimately works best in combination with PR, SEO, traditional media, and of course a well-crafted website. Remember that Facebook is only a small part of an integrated marketing campaign — it's just a lot smaller than everyone thought it was.