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Losing reach For Facebook Posts Might Be An Opportunity In Disguise.
Let me explain. I do appreciate that now Facebook may show your posts to less fans is frustrating.
I absolutely appreciate that. But here’s where I think there may be an opportunity.
When you make a Facebook post, Facebook decides who will see that. They base it on their algorithm,
as to who likes, comments and shares, then they choose which of your fans get to see
your posts. Now I think quite a while we’ve been reasonably happy because that’s happened
for free and we’ve gone along with it. Now they’re saying we may have to pay for some
of our posts to be shown to fans and I think that in itself could be a good opportunity.
Because it puts you as the business, as the owner of your Facebook page, it puts you back
in control of who sees your posts. Now you’ll probably still be wanting to doing some posts
that get organic reach where you leave down to Facebook to show to whoever they think
and there is no cost. Let’s say that you’ve got a post that you really want either all
of your fans to see or perhaps a specific segment. Say there’s part of your Facebook
page perhaps based on age, gender, occupation or geographical location, a specific part
of your fan base that you want to see a particular post. So if you were doing an event or a promotion
and it’s in the UK only, and your fan base is from all over the world, when you leave
it to Facebook to show for free, they show it to whoever they think. Now that you may
have to pay to have posts promoted, you can choose exactly who you want to see it. Then
you won’t be cluttering up your fans newsfeed with posts about something that is going on
in the UK or is only female related for example. You can just advertise that particular post
to that fan base. You’re back in control and you can be sure fans have seen your post.
Whereas when we just post and rely on Facebook’s organic reach, they’re choosing not you.