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December 11, 2013 by Melonie Dodaro Have you noticed your Facebook organic reach is down recently? If you haven’t noticed your Facebook organic reach dropping like a lead balloon, you either haven’t been paying attention or are one of the lucky few that may have some more time.
Ignite, a social media marketing agency based out of North Carolina, analyzed 689 posts from 21 brand pages and found the number of people who saw posts from those brands declined by 44% on average, with some pages seeing declines as high as 88%. Whether or not you decide to continue with Facebook marketing or not, this revelation is bound to drastically change how many businesses approach social media marketing. If you need any evidence that this concern is real, you don’t have to look far to find pages that are being rather vocal about the changes. So… Facebook gets publishers addicted to Facebook traffic, then tells them it’s no longer going to be free. Yes, Facebook is a free tool and as entrepreneurs running a for-profit endeavor, we shouldn’t expect to get the farm given to us…but fans deserve more when they aren’t even able to see content that they opted into viewing. Jumping on the social media marketing wagon took a lot of deprogramming from the “old ways” of the past that involved pushing constant messaging that drives sales. This is stretching our sales funnel as business owners into such a convoluted process that it’s impossible and down right frightening to imagine getting an ROI anymore. Now let’s imagine once you got your email subscriber list built up, the service provider decided to charge you to send them an email. Talk is cheap, so the posts we are seeing about businesses saying they are leaving Facebook can only be taken seriously when we start to see them pull the trigger.
If you’re a B2B company or professional there is absolutely no question that you need to be focusing more on LinkedIn. This is another proactive social network where Twitter allows you to reach out and connect with whoever you want, making it ideal for both B2C and B2B. On a side note, a recent survey found that Twitter is more popular among teens than Facebook. Yes, we might all be ready to collectively put our feet in our mouths over this one but Google+ has been looking more attractive everyday. If the only reason you feel stuck to Facebook is because the younger demographic is still drawn to it, you should know that Instagram has been causing teens to leave Facebook by the truckload recently. So the other option is that you are forced to adapt to these new Facebook changes, for better or worse.
Jon Loomer’s Facebook Ads blog – Jon is the go-to guy when it comes to strategies for best leveraging Facebook ads. This article from Post Planner – Scott Ayres gives crucial advice for those looking to sustain as much organic reach as possible going forward. Mari Smith’s Facebook Page – Mari will keep you up to date on everything going on in the Facebook world as it happens. Like I said before, as an entrepreneur I want to control my results so I’m particularly peeved at the idea of only reaching 1-2% of my audience after years of hard work and tirelessly providing valuable and free content to build network.
By the way, this is an excellent post with lots of options and thought put into what businesses and professionals can do to continue to effectively use social media platforms.
Melonie Dodaro:December 13, 2013 at 3:04 pmHey, at least we got something out of it in the end! Joseph Parker:December 14, 2013 at 5:18 pmI try to make money on my articles by posting to a fan page where I am an admin, now FB is killing our page with this new restrictive stuff that limits fans from seeing our posts because they want more money from us? Many businesses that advertise on social media have stopped trying to focus on the organic reach of their posts because they believe it to be a useless fight as Facebook continues to progress. We believe in the powers of paid advertising on Facebook, but we also believe that minding organic reach is just as important as paying for ads. There has been (and always will be) a huge gap in the quantity of organic reach versus paid reach. Users have been complaining about all the posts they are seeing on their timelines that have no relevance to them.
If Facebook doesn’t make businesses pay for their advertising, they wouldn’t make as much money.
While businesses may never see the same levels of organic reach that many have in the past, it is still important to use posts effectively in order to achieve the highest amount of organic reach as possible. Successful businesses on Facebook create posts that are meant to enhance the experience of their customers. There are a lot of opinions going around about when the best times to post on Facebook are. The posts that are more likely to be seen on Facebook are the posts that are receiving a lot of interaction.
AboutEntrepreneur Marketing is a social media and Internet marketing company based in Lancaster, PA. We work with local as well as national brands and we combine our passion for social media and our unique marketing strategies to help businesses reach a whole new level of success online.
Raise your hand if you DON’T want your Facebook publications to reach the largest amount of people possible without having to spend a dime —sorry Mark, you don’t count—. So this is what’s known as organic reach; which is the number of individual users who see your content in their newsfeed or by visiting your Facebook page. And just in case you didn’t know, the reach or organic reach, is currently considered a real headache for the more than 30 million businesses who have a presence on the social network and are seeing a daily drastic decrease in the number of people who view their publications. If you want to know how to accomplish this, I advise that you invest a few minutes in reading this article because today I’m not only going to share with you how organic reach functions on Facebook but you are also going to learn about the 7 changes you should implement in your content from now on, and they’re proven to work.
A lot of companies are basing their entire  social media strategy on Facebook, where they share content daily in order to reach the max amount of people possible and thus to improve your Facebook organic reach.
But long ago when publishing updates was enough for it to appear in users’ newsfeeds and obtain interaction – from a “like” to comments, shares and clicks -, it’s now becoming increasingly difficult to be included among the publications your audience sees. As a matter of fact, it’s calculated that every day a single user is exposed to an average of 1,500 messages in their newsfeeds. Facebook is offering significantly less organic reach while on the other hand, paid reach provides more visibility.
In all actuality this is no surprise, since the platform announced a few months ago that for 2016 it would change its algorithm in order to show less publications from business pages in their users’ newsfeed. According to Ogilvy, since October 2013 the Facebook organic reach of companies on this social network has decreased to a whopping 49%. And although it’s low, if our Facebook organic reach was really dead it would be at 0%, right? Facebook affirmed that this move is solely intended to punish excessive promotional messages while creating a good experience for users who don’t want to be bombarded by vendors.
So, you can make your Facebook organic reach more alive than ever if you just outsmart them! If you share content on the regular, it’s going to be difficult to improve your Facebook organic reach; but you won’t succeed if you’re harassing your followers every five minutes with new content. Think about it: if you publish valuable content on a regular basis its more likely for your publications to reach more different users with whom you’ll generate larger interaction and Facebook will give your company page priority for appearing in your followers’ newsfeed — in addition, it will help you in optimizing your content strategy and in finding out what type of publications work best for you —. If you publish when your competitors are on the site, you’ll more likely obtain a lower Facebook organic reach since there will be a lot of publications fighting to appear in your audience’s newsfeed. Jon Loomer, one of the leading experts in Advanced Facebook Marketing, conducted an experiment in regards to this. He basically analyzed at what time his fans were online and then programmed his publications for an hour after the “peak hour”. In this regard, Facebook recommends creating quality content instead of posting all the time without paying any attention, since quality content provides your followers with value and causes them to want to read and share your posts, this will help you obtain a better reach. Furthermore, Facebook’s algorithm takes into account the amount of time each user dedicates to a publication and its quality equally, as well as other content metrics such as “likes” or comments; thus the more value your content provides the better the engagement from your audience will be and you’ll have a better chance of your content appearing in users’ newsfeed. Videos are like royalty on Facebook and they work exceptionally well, but if you want to improve your results then say good-bye to YouTube videos and give a warm welcome to Facebook videos; they’re proven to help improve your Facebook organic reach. One of the reasons behind the increase in reach is that although YouTube videos can be played on Facebook, they don’t start automatically like Facebook videos do. Additionally, the percentage of people who view videos on Facebook is increasing while viewing videos on YouTube is decreasing in comparison. The fashion label Desigual, for example, uses this resource a lot by uploading videos on how to wear and match their clothes. Using the right images can help you increase organic reach on Facebook, and this platform favors the organic reach of publications which contain photos or images with the exact dimensions recommended by the social network. Furthermore, a post with a good image is always more appealing to the audience making it easier for them to be interested in it. For example, there was a blackout during the Super Bowl in 2013 and Oreo took advantage of this miss-hap with this publication created for the outage which had the caption “Power out? Surely you’ve read something like this in your newsfeed more than once” “You won’t believe it when you see what happened to this woman for letting her daughter play with an iguana” or “They call this ‘the dangerous fruit’ and once you see the 7 huge sex benefits it has you’ll understand why (you would’ve never imagined number 3 to be possible)”. The best thing you can do is analyze Facebook metrics, look at the statistics in detail and based on their results you should determine what type of content your users prefer and then focus on giving it to them.

Calls to action are also essential for improving organic reach as you directly encourage your users to interact with your content; this is positively taken into account with Facebook’s new algorithm.
At this point, I only want to say that the next time you read or hear about organic reach being dead on Facebook, remember that while they’re crying about the supposed death —at least for this moment— that’s not going to happen, you can be enjoying a much high organic reach just by implementing these actions. And now that you’ve got a better grasp on the realm of organic reach, what do you see in store for the future concerning everyone’s Facebook organic reach?
Facebook claims that organic reach is declining because with more pages on Facebook, there’s more content competing to be seen in newsfeeds. It’s been apparent for the last couple of years that posts to Facebook Business Pages are being seen by fewer and fewer page followers. But it wasn’t just the so-called “fan pages,” individual Facebook users were also starting to notice that they weren’t seeing much in their newsfeeds anymore from the various entities they “liked”—or even updates from their closest friends and family members. When we first noticed the problem, our blog had about 29,000 Facebook “likes.” Our traffic was growing 20% month over month, but our Facebook fans grew at a far faster pace.
53,000 is a more than respectable number of Facebook fans for a blog that’s only been around for a little over three years. In other words, through “Sponsored Stories,” brands, agencies and artists are now charged to reach their own fans—the whole reason for having a page—because those pages have suddenly stopped working. In 2012, Facebook famously restricted organic reach of content published from brand pages to about 16 percent. The ability to build communities of fans, and then maintain contact and encourage engagement using content published to fans’ News Feeds was a critical aspect of Facebook’s early appeal to marketers. With the impending end of organic reach, what are the consequences for marketers and others who use Facebook to connect with their communities?
BTW, we’ve also added appropriate advice into our Advanced Social Media Marketing course, for those who want to learn more about not just Facebook but also Twitter, Pinterest, Instagram, Google Plus, YouTube and LinkedIn. Facebook’s ever-declining organic (free) reach is a big problem for cash-strapped startups, small businesses, and solopreneurs who don’t have the resources to commit to costly Facebook ad campaigns. Posting at off-peak times is worth a shot – the newsfeed is packed from 6am to 3pm, so try the wee hours! Note: Some links that lead off this site may be affiliate links, which means I may make a small commission if you make a purchase. Facebook is backing us into a corner where our organic reach is declining and our only way out (or to be noticed) is to pay. By now as a avid Facebook business user, you should be no stranger to EdgeRank, the algorithm used by Facebook to determine the most screen-worthy content.
An analysis by Ignite Social Media found that since December 1st 2013, brand pages reported to suffer an average of 44% decline in reach with some even reporting an 88% decline.
On the 21st of January 2014, Facebook threw another spanner in the works by announcing they will show fewer text status updates from pages and instead more from friends. Here are a few stats for you to swallow – 30% of small and 47% of medium businesses have a social media presence. I think those at Facebook HQ forget that many business on Facebook are not large, cashed up corporations but instead small-medium businesses who have worked hard for the likes they have earned thus far!
Sign up for FRANk JamStay on top of the social and digital space by signing up for our weekly update, filled with our handpicked top stories. Before you lose all hope, we’re going to show you what some experts and page admins are saying as well as a couple alternative options to pursue.
Your success is always dependent upon waiting to gain page likes and then hoping and praying Facebook will actually show your posts to those who have liked your page. We collectively had to agree that this new social world required a more value-driven approach that involves providing high quality content to attract prospects, rather than just high quality advertising that grabs attention.
Imagine you had an email service that could bring you a new email subscriber for $1 per subscriber. If you decide you are going to walk down this road, you will need to re-prioritize your social presence and potentially build a new home base if Facebook was the center of your strategy. I mentioned that Facebook is a passive social network but LinkedIn allows you to be proactive in reaching out to new people, connecting and initiate conversations. I like to use tools like FollowerWonk to search bios by location to more easily find potential prospects. I’ve secretly become a huge Instagram advocate and believe that any company selling consumer packaged goods must have a huge presence on it. There’s no question that Facebook ads are great for exposing your page to new audiences but prepare to deepen your pockets if you want to have your posts seen by your existing fans.
Mari’s personal profile is also an excellent resource to follow so be sure to subscribe to follow her updates. What is your reaction to the dramatic decrease in Facebook organic reach and what are you going to do about it, if anything? I will create some ads for my new Facebook page, but only to send people to lead capture pages and similar. But playing the devil's advocate, why should Facebook provide a free platform for businesses? Its not that they should not make money, but to give the representation that if you gather fans to your page using resources that they will basically see your post and then reduce it down to 1-2% or less is madness(I think even when it was at 16% it was lame under the circumstances). But then I read this great article by Jon Loomer Digital (who, by the way you mentioned in your post as one of the Facebook experts to pay attention to).
For a while now we know that FB is a commercial entity and so it's remit is to be make money. Can we really say that the fact that it has changed from a marketeers standpoint matters to its main user base? The bottom line is that effective content will produce decent reach unless Facebook runs it completely into the ground. Existing IT infrastructure and availability of top mobile developers are some of the key reasons.
This approach may work for some companies, but what about small businesses that don’t have the flexible budget to give up on organic reach?
However, that does not demerit the importance of those users who you are reaching organically, despite it being a much smaller number.
To satisfy these users, Facebook is making it harder for a business’ content to appear on timelines of individuals who are not already followers of that brand. The belief is that if not a lot of businesses are posting during that time, it increases the chance that your post will be seen by Facebook users.
We have a team of social media experts that would love to help you transform your advertising to get the most results possible! She loves creating content and finding new trends to help people share, communicate, and – more importantly – connect with one another over social media.
And it’s worth mentioning that this newsfeed is limited, meaning that Facebook doesn’t allow your publication to reach all the users who follow you. This limitation affects the pages that aren’t publishing quality content nor information but rather are using Facebook to directly promote themselves (especially the companies who have more followers). Like with everything else, you’ll have to find some middle ground so your audience neither forgets about you nor gets tired of you. You always have the chance to revive it and improve organic reach by frequently publishing content that’s useful to your audience. He discovered that “non-peak” or less frequented hours functioned very well and occasionally functioned better. Never publishing during “dead hours” since none of your followers are connected its likely for your posts to be lost in cyber space.
Invoking emotions by creating personalized publications related to your market sector tugs on these “heartstrings” that we all have, and once you win their heart over you’ll also gain their newsfeed. No problem” together with it’s image which said “You can still dunk in the dark” referring to the classic milk + cookie combo that the brand preaches. So, these types of publications are betting on the easy and massive click to improve their Facebook organic reach at any cost.
But in addition to increasing the number of actions, friends of your followers will also see your publications therefore increasing the percentage of users reached. Create irresistible publications that aid in justifying this call to action, for example: publications that invoke nostalgia, that request tagging of users you know, those which have interesting questions or include a challenge.
And don’t forget to share this post on Facebook as well as other networks: every click on “share” won’t save the lives of precious little kitties but maybe by doing so you’ll be able to help a lot of small and medium sized companies improve their organic reach, which certainly isn’t a bad deal for them! The brands that want to get noticed by potential fans and users who already ‘like’ their page have to pay to be seen. Each post was now being seen only by a fraction of their total “fans” who would previously have seen them. Something was amiss, but unless you had a larger “data set” to look at—or a formerly thriving online business that was now getting creamed—it probably wasn’t something that you noticed or paid that much attention to.
So why is it that our pageviews—our actual inventory, what we sell to advertisers—coming from Facebook shares are off by half to two thirds when the number of new “likes” has risen so dramatically during this same time period?!?!

Facebook acknowledged it as recently as last week: messages now reach, on average, just 15 percent of an account’s fans.
And Facebook sources were unofficially advising community managers to expect it to approach zero in the foreseeable future. The opportunity of achieving engagement at scale motivated many brands and corporates to invest millions in developing communities and providing for care and feeding via always-on content.
How can brands and corporates get the most from Facebook in the future? Is Facebook still a driver of “earned” conversation and word of mouth?
Facebook Zero is a reality now facing every brand and business with a presence on the platform. Her straightforward writing style empowers small business owners to make their own graphics for social media success! If you know this, then you should also know that back in December 2013 Facebook changed their algorithm in order to slowly start to kill organic reach so that businesses will need to pay to play, otherwise we are practically invisible (They have not admitted this of course). A year ago brands could expect to reach 16 out of 100 fans but now that brand is lucky if they get 3 out of 100 (3%). From these numbers, 88% of small and 85% of medium businesses are on Facebook and 9% of those small and 13% of those medium businesses advertise on Facebook. Instead reassess your goals to determine how much upside there is to spending anything more than a minimal amount of time on the site.
Work to make your website stand our with intriguing copy and calls to action and then spread this through social networks. Once the subscriber is inside your database, they are yours to promote and market to until they decide to opt out (if that ever happens). At this point, that would be 9 times the amount of reach the average page is currently seeing. Twitter’s advanced search gives me the ability to connect based on what people are discussing. I’ve been blown away by the tremendous levels of organic engagement that are earned simply by using relevant hashtags in posts. However I am dropping it to the bottom of my priorities list when it comes to my newly revised social media strategy for 2014. As a business owner, I don't appreciate those terms nor do I find them cohesive with a solid ROI-generating strategy. When I like a page I like it because I am interested in the content that the page is sharing, and I want to see their post. It helps to understand how Facebook Reach actually works and Jon does a great job of explaining this. The fact that it is now orienting itself to that end seems like it is fulfilling its destiny. In fact, if you can reach these users and encourage them to interact with your brand, it is more beneficial for you because you aren’t paying for their loyalty. There is no “set” time that will work for every brand, especially because demographics range substantially across different brands.
If they are sharing information from your brand, it increases the number of people who will see it that may not have otherwise. Below I’ll show you 7 simple adjustments you should apply to your publications from now on. The life of a post depends on various factor and one of them is its usefulness and betting on content that won’t go out of style. A good tip is looking at the statistics on when your followers are connected and choosing the hours in which your competitors aren’t publishing. For example, videos that are short with a maximum length of 2 minutes work best, show some action within the first 2 or 3 seconds, make it professional and choose a good thumbnail. If there is a current event, you can take advantage by publishing on it in real time and linking your brand to the event.
This ad received more than 15,000 retweets and without meaning to was turned into the best ad included in the Super Bowl… and for free! This is a great alternative to the easy click and it’s another good way to improve reach since the social network is already showing in newsfeeds the publications of pages that include some type of mention to another page or person that your users also follow.
All these details that promote interaction will help you to increase your organic reach and will create more chances of going viral. In a wonderful coincidence, Facebook has rolled out a solution for this problem: Pay them for better access. In a way, it means that Facebook is broken, on purpose, in order to extract more money from users.
Action is required, and specific decisions will need to be made with regard to content planning, paid support for social media activities, audience targeting and much more.
When was the last time you saw ITV offer a free 30-second spot, or The Guardian hand over a cover wrap because they sympathised that a brand had spent years building up a community among its readers?
Well according to their blog, their latest testing has shown that when people see more text status updates on Facebook they write more status updates themselves, however this was not working the same for Pages (their words, not mine).
I just think we have to use all these places until something better comes along and the worst outcome of all would be for Google to be left in complete charge of how the internet operates. And, he goes on to (rightly) point out that measuring ROI from Facebook by organic reach is simply not good business sense.
Google+ for our Internet marketing business gets way more engagement than Twitter or Facebook profiles, by a long shot (x3 this is in response to Option 1, point 3). Visiting their respective offices is always better to meet the team of developers directly.
Therefore, it will be useful for a long period of time and users will keep giving “likes” and by commenting it will appear in newsfeeds once again if one of your followers reacts to it. People are already looking the theme up so now it’ll be more easy to catch their attention.
In this case the strategy was implemented through Twitter but you can always implement a similar one on Facebook. But don’t abuse this resource by haphazardly recommending other pages or Facebook might consider it as Spam.
As I write this, our Facebook fans now number over 53,000, not quite double what it was then, but give it another month or so and it will be. Marketing success on Facebook is no different to anywhere else: it requires ruthless media spend, efficient targeting and fantastic creative. Moreover when I spend money to run ads to gain likes, I am doing that with the impression(given by Facebook nonetheless) that I would be able to reach the fans that I paid to reach. Facebook has just transformed from a leader into an old fashioned, money-grubbing, and boring commercial machine. For them to renege on that after you have already paid your money is almost like a breach of contract. It seems like they are trying to make their money twice -- once from the ads and once from allowing them to be circulated. Of course, the money you put behind an ad, the more people will see it.In order to continue receiving a benefit from marketing on Facebook, marketers have to find a way around declining organic reach. If they wish to make the change now for all future fans obtained to a page that would be understood because we could now make an informed decision on the value of such a decision to pay to get fans that we are going to have to pay again to reach.
There are three simple steps fans can take that drastically change how often they’re seeing a business’s posts –They can encourage their fans to engage with their posts when they do see them.
Paid reach is the total number of unique people who were shown your post as a result of paid advertisements. The more interaction from comments, ‘likes’ and shares on a post, the higher your chance of showing up in newsfeeds through organic reach.As any Facebook user knows, the social media site is constantly changing. Organic reach is the total number of unique people who were shown your post through unpaid distribution.Since Facebook is declining organic reach for pages, this means brand page posts are becoming less visible in fans newsfeeds.
For marketers, this means that no marketing plan or advertising campaign is going to work forever.
Just as Facebook is constantly changing, businesses have to constantly change in order to keep up.What have you been doing to work around the decline?
Facebook wants its brand pages to not only pay to have potential fans see their page, but now they want brands to pay for the content that shows up in fans newsfeeds.
I run dozens of accounts for a major university and our primary page gets average organic reach around 60% to an audience of 15,000+.

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