It wasn’t that long ago that when you posted something to your Facebook Page, you had a pretty decent shot of winding up in your followers’ News Feeds — that stream of stories a user sees on the Facebook home page.
How times have changed. These days, you’re competing against literally thousands of other pieces of content for a precious slot in a user’s News Feed. No wonder one study showed a typical Facebook Page post reaches only six per cent of its followers.
There’s been a lot of gnashing of teeth over this among brands and organizations. Facebook is very consciously reducing the organic reach of Page posts, and holding up paid promotion as a way to close the gap. And while it’s hard not to resent that, Facebook is a commercial enterprise, and a lot of commercial Pages have had a good, long free ride. It would be awfully nice if Facebook gave non-profits and civic organizations more unpaid profile… but don’t hold your breath.
So the days when you had a pipeline to your Facebook followers are gone. How do you adjust? (more…)