With the recent changes to Facebook’s algorithm, many businesses are (rightfully) worried about engagement – worry not! In our FREE webinar, Vivial’s expert panel reveal how several businesses (including our own) increased engagement on Facebook – and how yours can too.
Facebook is in the business of making connections. As a local business, chances are you’ve used the platform to make connections of your own—to current and potential consumers. And, chances are it’s a technique that’s worked relatively well for you (depending on how active and aggressive you’ve been).
But just like Google, Facebook is constantly making changes in an attempt to better deliver on what it promises—making connections.
To that end, recently there have been changes to the Facebook algorithm (see our recent blog post if you aren’t sure what we’re talking about). These changes were made as a way to ensure that users were seeing content most relevant to them—that users were being connected with content and people of greatest interest to them on a daily basis.
In light of that change, businesses will have to be more deliberate in their attempts to deliver quality, engaging and shareable content that is meaningful to consumers.
Facebook Reach: Organic VS Paid
Another change Facebook has made that will impact the way you use the platform for your business revolves around reporting.
If you’re at all familiar with Facebook paid advertising, you know that reach as defined within the advertising arm of Facebook only counted when a post was actually viewable on a user’s screen—not just when it appeared in their News Feed. When it came to organic (non-paid) reach, posts appearing in a News Feed counted—even if the post never entered the user’s viewable screen.
In an effort to make page insights more valuable and meaningful for businesses (as in helping you gauge how many connections you’re actually making), Facebook has changed how they calculate and report organic reach. Organic reach will now be calculated the same as paid reach—counting only posts that are shown in a viewable screen.
Now here’s the important part: because of this change, it may look like your organic reach is dropping, like your content isn’t reaching as far as it used to. Here’s why that’s wrong, and why you shouldn’t worry.
The Truth About Organic Reach
First, your organic reach isn’t actually dropping at all. It’s merely a perceived drop.
Consider this. Let’s say you’re sending an email newsletter to your customers. You send the email to 1,000 people. It gets delivered to everyone’s email inbox, but only 500 people open the email and read it. You didn’t actually reach 1,000 people, because not all of them connected with you or saw your message. You only truly reached 500.
So, if I were your email provider and I had been telling you all along that you were reaching 1,000 people, and then changed it to report just the 500—your actual reach wouldn’t have changed at all, the reporting would just be more accurate.
Make sense? It’s the same with Facebook. Any drop you see in your organic reach is merely a purging of the people who never actually saw your content in the first place.
Now that we know that your reach isn’t truly dropping, here’s why you shouldn’t worry about any of this anyhow: reach is good—but what you really want to be going after is engagement.
As we reported in our recent blog post detailing the Facebook algorithm changes, the way to stay visible and relevant on Facebook is to generate meaningful engagements with users. Produce and distribute content that’s helpful, informative, entertaining, educational, and most importantly—shareable. If you do this, that’s a certain cue to Facebook that you’re a business interested in connecting with users, and it will keep you more visible.
Remember, numbers don’t always tell the whole story. Hopefully we’ve shed a little light on why these reporting changes on Facebook don’t have to be scary—or overwhelming.
Want to understand more about how to make Facebook a meaningful part of your integrated marketing strategy? Contact us today!