14 Mar 2015

Yes, Facebook’s Organic Reach Is Terrible, but You’re Crazy if You Delete Your Pag

I was speaking with a potential client recently about which social media platforms would be most suitable for her company based on their goals, resources etc. I mentioned to her that with Facebook, organic reach is a thing of the past and that as a B2B type business she should be open to explore other platforms such as LinkedIn. One of her colleagues seemed to have felt I was suggesting they abandon their Facebook page. Never!

It has become clear to me that Facebook was the first lover for many businesses who dared to enter the world of social media, and as such they have deep feeling for their page and their 1,200 likes. Even though using Facebook as a free broadcast medium no longer works. Not globally, and definitely not here in Trinidad & Tobago.

When publishers discovered Facebook was shrinking organic reach for brands to one percent or less, they started to freak out. Most brands in Trinidad seemed to miss that so it was business as usual.

For most brands, Facebook is pretty much useless as a platform for organically reaching an audience; anyone who would rather have 100,000 Facebook fans than 10,000 email subscribers is insane. The paltry organic reach and engagement of some of our own Facebook posts have made me want to either punch the Hootsuite owl right in its beak or use his feathers to dry my tears. I mean, look at the depressing chart below from Forrester:

However, even with those sad numbers staring me in the face, I would never consider deleting our Facebook, and most other companies shouldn’t either. That’s because while Facebook sucks for organic reach, it’s a fantastic platform for paid content distribution and, in turn, for getting more email subscribers.

If you’re a content marketer or publisher who’s creating high-quality content, chances are you’re big concern is getting more viewers or readers or viewers. And if you’re smart, you’re not just relying on search and social for traffic; you’re also building an email newsletter so you can consistently deliver content to your readers and keep them coming back.

Considering its targeting capabilities, cost-effectiveness, and ease of use, Facebook is one of the most important paid content distribution weapons marketers have. And brazenly deleting your Facebook page removes that weapon from your arsenal. Even if you’re not ready to jump into paid distribution today, you don’t know if that’ll be the case in six months or a year.

So, bottom line: You probably shouldn’t delete your Facebook page.


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portions of this article appeared originally in The Strategist and were written by Joe Lazauskas

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