Before we begin, if you missed last month’s social memo, give it a read as it lays the foundation for this next installment. Here we go!
Facebook Organic Reach is not dead. Here are 5 tips you can use to increase your reach.
1) Stop producing promotional content.
If you’re currently filling your Facebook Page’s content calendar with coupons, direct sales, or highly promotional content then it’s time to stop.
2) Learn what your fans actually like.
If you are creating content just because you think you should, with no real strategy and no conception of what your fans will actually respond to, you’re doing it wrong. Page Managers need to periodically perform social audits to see what type of content is generating the most engagement.
Additionally, Page Managers have access to Facebook Audience Insights — a tool that gives great information on fans’ demographics, occupations, locations, and other relevant Facebook pages. Use these resources to your benefit and leverage the data to generate content that will better resonate with your fans.
3) Utilize Influencers
You need to start valuing the impact an Influencer can make on your social reach. Influencers are social media mavens that have created a strong following in both quantity and quality. Influencers can really add to your efforts towards expanding your social presence as that Influencer has already done so much work to create their following and develop trust with their fans. So, when they share your content those fans will at least give it a chance as it was pushed to them from a reliable source.
4) Make sure your fans are following you
Have all of your email subscribers liked your page? What about your Twitter followers? What about repeat customers? You are most likely missing out on some organic reach because not all of your fans are Facebook fans. Send out an email to your most loyal customers asking them to like you on Facebook. See if you get a increase in likes. If you do, you are increasing your potential organic reach!
5) Buy Ads to Increase Fan Affinity!
Whoa whoa whoa! We are talking about organic reach, right? Right. So why am I telling you to go and spend money? Well, you need to understand how Facebook works. One of the key elements of Facebook’s Edge-rank algorithm is the principal of Affinity. This is essentially how connected a fan is to your page and content. If a fan is constantly liking or sharing your content they will have a higher affinity for your page and thus continue to see your content.
Lets say you haven’t done the best job pushing quality content to your page and/or you’ve been spending too much of your time publishing overly-promotional advertisements. This has created a lower affinity for your page. Now you’ve learned the errors of your ways and are ready to create some killer quality content (possibly based off the data you gained from learning about your audience, read: Tip 2). That “bad” content has done some serious damage to your page’s affinity score, so even though you are putting better content on your page, your fans may not see it. This is because of the amount of inactivity they have had towards your page’s previously poor content.
This is where a smart ad-buy can get you back in the game. By putting money behind your best content and targeting your audience, you can rebuild the affinity with your fans thus increasing your organic reach.