As of Wednesday, December 20, 2017
From a platform strictly for college kids to interact with their friends to a marketing and advertising behemoth, Facebook has come a long way since 2004.
One of Facebook’s early changes was to open the platform to everyone and then create “Pages” for businesses and organizations. All the information – whether it be from your best friend or the barbershop down the street – went into a news feed.
However, as Facebook grew it needed a way to monetize its business. It introduced an algorithm into the feed. The algorithm prioritizes updates from your friends and family and places restrictions on posts from other pages such as, you got it- your business page. Facebook prioritizes what a user interacts with and what their friends and family interact when deciding what to place in their feed.
What was an information fire hose became a tightly controlled funnel. Now a post from a business may be seen by 1-2% of that page’s audience. If you have 300 Facebook fans, maybe three will see any given post. Therefore, just posting to Facebook or just having a Facebook page isn’t enough to ensure you reach customers.
While Facebook is making it harder than ever to get your message, there are some ways you can stand out.
First, you can boost your posts or invest in Facebook ads to make sure your posts reach a wider audience. You can also work with advertising partners like the Idaho County Free Press to have your content boosted through them, further amplifying your reach.
Second, you can use services like Friends 2 Follow. F2F pulls your social media posts into a widget on the Idaho Free Press website. That makes it possible for visitors to that site will see your posts outside of Facebook which expands your reach.
Third, make sure your social media content is engaging. Encourage users to comment, solicit opinions, use photos and videos. The more engaging your content is, the more people will interact with it, and the more people interacting with it means that their friends and family are more likely to see it.