11 Oct USING FACEBOOK FOR YOUR BUSINESS? YOU NEED TO KNOW THIS
It’s official – Facebook organic reach is dead. This comes as no surprise at all, as we have seen Facebook reach consistently dropping across all business pages for months now. What is more unexpected however, is that Facebook has finally come out and admitted it, ending months of speculation. This article looks in more detail at what this actually means for your own Facebook business page, illustrating the impact it will have on your activities.
Be warned, the Facebook article is full of spin and tries to paint the decline in organic reach as somehow being a good thing.
WHY IS FACEBOOK REACH SO LOW?
Known as ‘content shock’, there are now so many businesses using Facebook (and other social networks) to publish their content, that at any given time, a user could potentially see hundreds if not thousands of posts appear in their News Feed.
Facebook claims that to benefit users, it restricts what it shows them based on a complex set of algorithmic calculations, commonly referred to as Edge Rank. This is the mighty Facebook News Feed Algorithm.
According to social media analysis firm BirdSong, Tesco has seen their Facebook engagement rate decline to just 0.98%, and that’s with a huge fan-base of 1.42 million people.
Ever missed an important announcement or post from a page you follow and wondered why you didn’t see it in your timeline?
Ever wondered why a post you made about some really big news or a special offer got zero likes, comments or shares?
That’s the Facebook News Feed Algorithm doing it’s stuff in the background, deciding what it will or won’t show to a user.
Personal settings and preferences do play a small part in the algorithm. You are also more likely to see posts you have no interest in, if a lot of your friends have commented on or liked it. You are more likely to be shown universally popular content that you have no interest in (think of the likes of Buzzfeed etc) simply because it is popular (which rarely equates to that content being relevant, interesting or useful). The other big reason you’ll see content of course, is if the business has paid for it to be there.
Paid-for Facebook posts and adverts, will show up in a much larger number of users News Feeds, whilst organic posts are hidden by Facebook.