At a recent conference, a social media manager proclaimed, “I don’t have the time to figure out Facebook’s latest algorithm. I just pay!” I am sure Facebook is happy taking her clients’ money but her simple way out is doing a disservice to the businesses and audiences she serves.
Every time Facebook makes a change – which is quite often – social media marketers spend countless hours discussing it. Is video still outperforming photos? Do I post a text with a link or upload a photo and include the link in my text? Does my reach get penalized when I tag a page?
While it is important to best position content to succeed, these discussions are missing the bigger picture. No matter how many tweaks Facebook makes to limit a businesses’ reach, the end goal will always be the same: maximize the time and positive sentiment a user receives from being on the platform.
A business page can successfully ride the wave of Facebook changes by finding the commonality amongst it’s audience.
A photo posted this week to the Miami Downtown Development Authority (DDA) Facebook page reached 8,7000 people, a 45% increase over the number of people who like the page. Regardless of the content and without a budget, we have been able to consistently increase the reach of the page.
Whether it’s text, an image or an article, Miami Downtown Development Authority (DDA) Facebook posts reach more people than the page has likes for. Without spending money, we have identified the common factor that unites fans of the DDA Page – the desire to see downtown Miami succeed.
At it’s core, Facebook provides businesses the opportunity to speak directly with their target audiences – employees, clients, prospective clients and the media.
Facebook’s goal is to get as many eyes on the platform for as long as possible.
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