Is Facebook Dead for Business?
“No one uses Facebook anymore” – they say.
“It’s impossible to get a decent organic reach from a Facebook post anymore” – they say.
“Engagement on Facebook pages is non existent” – they say.
To all of the above I say “Baloney!” – Facebook is not dead. At least not yet.
But aren’t users quitting Facebook?
A tiny proportion of users are ditching Facebook, but we’re talking small numbers.
Ok, so there’s Susan from No.26 who might’ve announced her loud departure from Facebook a few months back and there’s talk of Gen Z avoiding Facebook altogether – jumping straight into Instagram, Snapchat and TikTok instead – but right now Facebook is still where it’s at.
Three quarters of the way through 2018 and we’re not far off 2.5 billion active users on Facebook. That number continues to grow, not decline.
The decline of engagement on Facebook pages
Businesses worried when Zuckerberg announced Facebook’s biggest algorithm change to date:
“The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups.” said Zuckerberg.
“As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.”
One would assume this means the death of Facebook for business and recent stats do suggest that the overall engagement on Facebook pages is on the decline.
But all is not lost. Don’t give up on Facebook just yet. Here’s how to up your game:
Ways to up the traction on your Facebook page
While the above sounds like bad news for business, Facebook is not dead. There are ways up your engagement or “beat the algoithm” if you will.
Engagement is the best it’s been in a long time on one of the pages I manage. From a Facebook page with just over 5,000 followers, I am seeing a regular, organic reach of between 2 – 8k on every single post.
While these figures are not huge by any means, I know that I am tapping into a targeted “micro” audience.
Why then, does Zuckerberg’s algorithm favour posts on this particular page?
Here are some thoughts on tried and tested methods that I follow and maybe you can try too:
- Post to Facebook at least twice per day. Infrequent posts on your Facebook page will not go in your favour. At least 2x daily would be best to keep up the momentum. If you can’t manage that, at least once per day or outsource your social media to someone who can post content for you.
- Post at peak times. Publish posts on the page at the times when you know audience engagement will be at its peak i.e. online. Check your “Insights” to find out when the peak times are for your Facebook page.
- Video. Facebook favours video content and for that reason, aim to post as much video content on your page as possible.
- Post timely, relevant content. Keep up to date with current affairs and post timely content around such topics to create conversation therefore increase engagement.
- Call to action. Facebook posts need a call to action. Without it, how will you engage with your audience. What do you want your audience to do.. Buy your stuff? Read your blog? Hire you? Well.. tell them.
- Sharing posts in relevant Facebook groups. Or even better, create your own Facebook group to engage with your audience. Zuckerberg mentioned that users will expect to see more posts from groups in their news feed. This is absolutely happening. Log into Facebook now and you’re much more likely to see status updates from the groups you’re in rather than the pages you follow.
Facebook is not dead, but social media is volatile
For now, Facebook is alive and well. That said, it’s important to remember that you cannot be reliant on any social media platform as a sole means to market your business.
You are not in control of any changes to Facebook now or in the future, which is why you need to be on top of your game elsewhere. Focus on your growing your electronic mailing list, make sure your website displays relevant, up-to-date content & is SEO friendly. Network, collaborate and build relationships in real life! Put the real “social” back into your media because Facebook might not be around forever!
Want to know more? Let’s chat.