Fans, followers, subscribers are all terms common in social media marketing, and they're things that brands have invested time and dollars into accruing. But it’s been long established that algorithms have made these people all but useless to brands because reaching them organically is next to impossible.
Read MoreFacebook organic reach isn’t getting any higher. You probably don’t need me to tell you that, but the latest numbers reveal that the average reach for posts from Facebook pages is at a measly 2.6%, meaning if you have 500,000 fans, you’re reaching about 1,300 of them when you post. When you think of all the time, energy and dollars that go into creating that content, it just isn’t worth it.
That’s why it’s still surprising how much content is being shared by pages organically. They’re talking to themselves and the engagement they do get is negligible.
This isn’t a post about Facebook not working. It’s a post about social platforms changing and what to do about it.
Read MoreThere was a time when a picture was everything on Facebook, and the rest of the social web followed with Instagram getting started, Twitter pushing photos more than ever and the rise of Pinterest. A photo was the price of entry for a Facebook post to be seen. Text-based updates from brands weren’t enough. People wouldn’t interact with them, and Facebook’s algorithm would make sure they received the lowest in organic reach.
All of that may be changing, according to Socialbakers, which found after looking at more than 670,000 posts from 4,445 brand pages that photo posts had the lowest organic reach of all post types. The most successful type of content in the analysis is video, followed by text-only statuses and link posts.
Read MoreFacebook just came off of a strong 1Q 2014, reporting 1 billon monthly active mobile users and strong revenue growth. The company continues to excel, but it's left a rather bad taste in marketers' mouths as of late with reports that updates to its News Feed algorithm are slashing business Page organic reach to around 6.5% of fans, or even lower in some cases.
Read MoreFacebook has been making some changes, and marketers maintaining the status quo should be too. Facebook is putting the onus on brands to approach it with greater sophistication.
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