Why Your Facebook Page isn’t Organically Reaching as Many People

By Zachary Clark, Account Coordinator
04/14/2014

A few months ago, Facebook made some changes to its algorithm that limited the audience who saw your company’s posts. In short, not as many people are seeing what you put up on Facebook.

The idea behind the move was to make companies really focus on the content they were producing. Simply put, the better your content, the more people will share it and see it. Oh yeah, there’s also the fact that Facebook wants you to pay for their ads so you can reach more people. So, not only was this decision to throttle your reach based upon what Facebook felt its users wanted to see, but also because they want to make more money for their shareholders.

What does this mean for you? 

All of this means, if you haven’t noticed already, that your Facebook posts aren’t being seen by as many people. You’ll notice in your “insights” section of your admin login, that your “organic reach” numbers have been significantly decreasing. At Cowley, our organic reach has decreased by over 40% during the last few months. This algorithm change will affect everyone and every company page out there. 

How to combat this:

There are a few ways you can limit the damage Facebook’s change is having. One being pay to advertise. Sometimes you have to give in if Facebook is your primary way of reaching your consumers. 

Another way is to branch out. You’ve probably already done so, but branching out onto other platforms like Twitter, Pinterest, LinkedIn, YouTube, and Google Plus can help you still reach the number of consumers you need to.

As a company, you can also focus more on the community surrounding your brand. Generating organic conversation that stems from consumers themselves is one of the hardest things to do, but achieving it will do wonders for you. To do this you have to cultivate your consumers and make them zealots of what you’re doing as a company. Many times that means going above and beyond for your customers, but also encouraging them to spread the word. Prompting them to talk about your brand will lead to a higher likelihood that they actually will.

Facebook limiting their organic reach for company pages is a very real and very serious thing that you should be looking at. Take a look at your Facebook statistics and start to analyze them. You’ll have to start getting a little more creative with your content and also how you advertise your company on social media. As if reaching people wasn’t hard enough!

Feel free to reach out to me if you ever need help with your social media strategies. You can sign up for one of our free marketing consultations, or just shoot me an email (zclark@cowleyweb.com). I’d love to help you out!

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