Have you noticed a recent decrease in your organization?s ?reach? on Facebook, especially in the news feed? Are you wondering why your posts aren?t more visible to your fans? If so, you?re not alone.
Facebook recently made changes to their algorithm – the complicated formula that dictates what a user will see in their news feed – and that change may not be in your organization?s favor.
You May Have to Pay to Play
Unless you have a very large marketing budget, and are either able to 1) spend a lot of time and money researching and analyzing how to reach your users or 2) pay to ?boost? your post visibility through advertising, only 6% of your Facebook fans will see your posts ? a drop of 49% since last October!
What Determines The Algorithm?
Over 100,000 elements go into the Facebook algorithm ? many of which are constantly changing and unknown to the public.
Some elements we do know are:
Post types (e.g., photos vs. text vs. video) that receive the most interaction from a user
Which posts a user hides or reports as spam
A user?s interaction with Facebook ads
- The device and Internet speed of a user
Why Did Facebook Do It?
With more than 18 million business pages competing for space on Facebook, the sheer volume of users, brands, and content makes it such that the News Feed could become a vastly overcrowded place without Facebook?s intervention.
A recent article in Nonprofit Quarterly explains how these changes benefit most Facebook users, who want to see more quality content from personal friends and family as opposed to the brand advertising that has begun to dominate News Feeds.
How Does This Impact My Organization?
The verdict is out, as to the value of Facebook as a communications tool, especially for a nonprofit with a limited marketing budget.
Nonprofit Learning Point Instructor Dena Reynolds suggests limiting your Facebook posts to 2 to 3 times per week, and focusing more on e-newsletters.
Sarah Milston, with The Spark Mill advises that, ?Facebook should be part of your organization?s overall marketing strategy that is complimented by traditional media, a robust blog presence and other relevant social media networks. As a public company their (Facebook?s) impetus has shifted into creating monetized moments. The new focus through algorithm changes keeps you clicking links and engaging with content so they can sell more ads.?
So, what can you do? Sarah suggests that you:
1. Create visually appealing and interesting content.
2. Use Facebook for what it is, a great place to engage with your most connected users.
3. Remember that all marketing and fundraising is about developing long term relationships with individuals, so create a plan and follow it.
You can learn more at one of her upcoming social media classes.
Has your organization seen changes with your Facebook ?reach?? Have you had to make any adjustments with your use of social media? Tell us about it! Make sure to register and sign in to comment.
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