<br>I recently came across an article on Tech Crunch that have also been defending Facebook for it"s somewhat new practice of allowing businesses to pay for to have their Facebook posts "promoted" although others are complaining that their non-paid posts are listed on their fans" pages a lot less frequently than before. (See "Killing Rumors With Facts: No, Facebook Didn"t Decrease Page Feed Reach To Sell More Promoted Posts" by TechCrunch on 11/7/12.) And but they attempt to defend Facebook from any wrongdoing in cases like this, I believe there exists a much bigger story that each one small businesses whorrrre using Facebook as an approach of marketing their business have to hear.
<br>Several recent posts and articles by various organizations are already complaining that from the time that Facebook launched its new "Promoted Posts" program - that enables a person or business to repay to have their posts placed higher and longer on its fans" pages - their non-promoted (non-paid) posts are listed on fewer with their fans" pages.
<br>They are claiming that Facebook is intentionally reducing the number of pages which their posts make an appearance in an try and get these lenders to start paying to obtain their posts promoted. In other words, they assert it is a money grab by Facebook to boost revenues by selling more Promoted Posts.
<br>Facebook"s "Promoted Posts" program actually began back May on this year but they also didn"t really start rolling it and promoting it (if you"ll pardon the pun!) until September. And just by pure coincidence (as Facebook tells it, anyway), Facebook also made some significant changes to its post ranking algorithms in September that affect which posts get displayed in anyone"s timeline.
<br>Will Cathcart, Facebook"s product manager for news feed told Tech Crunch the next concerning these changes for their post ranking algorithm changes.
<br>We produced relatively large ranking alteration of September that had been designed to reduce spam complaints from users. We used [spam] reports with an aggregate level to locate Pages or apps establishing a lot of reports [and decrease their reach]. We"ve also added personalized tries to reduce presence of posts you might complain about."
<br>The report proceeds to say that basically, if you can"t "like", touch upon, or share posts from the certain person or business is likely to timeline, that Facebook interprets that to imply that you would like to see diminished amount of those types of posts, and for that reason they show those posts with your timeline more infrequently.
<br>In fairness, this may not be entirely unlike Google"s recent search algorithm changes that display google search that they determine selecting most thinking about based on the recent on the internet and search activity.
<br>And Facebook procedes to defend these changes by nevertheless since they have got implemented these changes, they have got had fewer reports of spam posts (meaning that they can must be showing fewer spammy posts).
<br>The REAL STORY - And How It Affects YOUR Business...
<br>Whether intentionally you aren"t, I do believe why these recent changes can have a deep affect on businesses that are trying to market themselves on Facebook, even through meaningful and useful content.
<br>But if you ask me, the true story this is that I don"t even think that most businesses realize precisely how low their actual Facebook reach is - especially to even their fans with "liked" their Page and motivated to receive updates!
<br>Back in February, Facebook reported that (business) Pages typically only reach 16% of these fans with a post! And that has been before these new post algorithms were placed into effect!
<br>That doesn"t appear to be good odds if you ask me for reaching your subscriber base with your message. And remember it"s probably be even lower with one of these new algorithms.
<br>Now there are lots of reasons why you are getting seen by so few of the followers. One is for the reason that may not be online after you post your message, and also the time they certainly come online they already have courses messages awaiting them that yours is pushed "off the page".
<br>Also, if the customer isn"t going to typically discuss or interact with the posts, Facebook assumes how they don"t want to obtain them as often, so that they bump your site content farther along the list, following the "more popular" friends" posts.
<br>No matter the main reason, the fact remains that 16% - and from now on even fewer - of you are getting seen because of your followers! Yes, even those people that have "raised their hand" to state that they as if your brand and would like to follow you.
<br>The message here"s clear that small business owners wanting to grow and reach a lot more people cannot simply rely on his or her Facebook page to complete that goal. Even if they may be posting timely, relevant and interesting content.
<br>Unless you want to spend for "Promoted Posts" or "Sponsored Stories".
<br>The real question with Facebook for marketing your organization now becomes, "Am I happy enough reaching only 16% or a lesser amount of my fans in the current system. Or do I ought to start investing in the Promoted Posts and Sponsored Stories?"
<br>And if you need to decide you need to try paying to arrive at more people together with your posts, here"s a bit more data that will help you decide.
<br>Again, borrowing in the Tech Crunch article, "As of March 2012 there have been 42 million [business] Pages on Facebook. Only 300,000 have ever tried Promoted Posts. Even along with those that buy Sponsored Stories, the proportion of Pages investing in news feed reach is incredibly small."
<br>So there could possibly be an opportunity to put those firms that can afford to pay for a somewhat more to get their posts Promoted and Sponsored. Right now, the pool of businesses accomplishing this is relatively less space-consuming than the total quantity of business Pages.
<br>But I would caution any company that would like to dip its toe into these waters who"s should do so only after determining a way to actually look at the return on this kind of investment. The lure of believing that you will be going to succeed in millions (and even thousands) of people together with your message is strong. But the genuine numbers tell another story.
<br>If you can find methods to truly appraise the impact on this investment, it usually is worth trying. Perhaps by using a Facebook post they are driving traffic to a certain landing page with your site where one can measure the volume of visitors from that specific post might work.
<br>But unless you can find methods to effectively appraise the results, you might be better off trying to find greener pastures for the marketing message elsewhere.
<br>Good luck around!