Ok so that’s not exactly true but for those business owners using Facebook as a marketing tool, it’s time to rethink your strategy. Have you noticed over the last 6 months or so a steady (or maybe even sudden) drop in your engagement on Facebook? Have you had people say they didn’t see your post or that they don’t see you posting as often as you used to? If you answered yes to any of these then I can offer you a few possible reasons.
1. Low Engagement
Facebook rewards users who interact and offer value to their followers. Pages ranked with high response rates to messages and high numbers of likes/comments from followers are given more screen time than others. You need to engage your followers and get them talking, otherwise Facebook just assumes they’re not genuinely interested in you and reduces the frequency with which they see your posts.
2. Flawed Following
When someone likes your page it’s awesome however unless they select to see your posts first, the frequency with which they see your content drops off very quickly. Encourage your followers to not only like your page but to select to see your posts first by offering great content and value to them. Remember you are essentially buying their time so you need to make it worth their while.
You know yourself that you HATE when a page posts four hundred and eighty two times a day because it clogs up your feed eventually and you end up unfollowing or worse unliking them. Keep this in mind when developing your social media strategy because you might think you’re offering a lot by posting every hour but chances are, your followers aren’t as interested in you (or your business) as you are. Facebook has some fairly easy to follow guidelines when it comes to how often and when to post so do your research or engage a professional to help you plan and execute an effective and engaging social media plan.
4. Be Yourself on Facebook
Posts from social media management tools like Hootsuite and Buffer are now de-prioritised by Facebook as it sees them as not genuine posts but also because they advertise another form of social media management. The reality is that with Facebook’s scheduling functionality, you shouldn’t have use a separate program in order to make your social media strategy work on this platform.
5. Offer Value
Another thing I have been seeing a lot is a lack of value in the posts people use. Everyone loves the occasional inspirational quote or image but if you don’t offer value to your followers, you won’t keep them for very long. A constant stream of images and quotes tells them two things. One, you’re probably out of the office or on leave for a period of time and two, you don’t have a strategy behind your social media engagement. Just because you’re not there, doesn’t mean you can’t continue to offer value and rich content to them.
Social media can be a veritable minefield, with some small mistakes having far reaching and long lasting consequences. People are far less forgiving online than they are in person and as a result your actions on social media are judged far more harshly. Take the time to sit down and ask yourself and/or your team what is the goal of using social media for your business. Next come up with a strategy that not only helps to achieve these goals but also increases the impact and engagement you have with your followers and clients.