Facebook Kills Organic Reach - What does this mean for your Practice Marketing?
After months of gradually reducing organic reach for “overly promotional posts,” come the New Year, Facebook will finally be ending organic social marketing for good. According to a Facebook study, there is now far more content being made than there is time to absorb it. On average, there are 1,500 stories that could appear in a person’s News Feed each time he logs onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on.
As a result, competition for any story to gain exposure in people’s News Feeds (the place on Facebook where people view content from their family, friends and business Pages) is growing. Facebook has determined users don’t want to see promotional content and as a result, less of it will be appearing within the News Feed.
Facebook defines any of the following as being promotional:
- Posts that solely push people to buy a product or install an app
- Posts that push people to enter promotions and sweepstakes with no real context
- Posts that reuse the exact same content from ads
Facebook recommends that page owners continue using the most effective strategy to reach their targeted audience and suggests a combination of engaging Page posts and advertising to promote the message more broadly.
How does this announcement impact your Practice’s Facebook marketing?
While we can never really predict exactly how these changes will impact our marketing results, it basically boils down to this: In an effort to maintain the best user experience, Facebook is distinguishing between two types of posts - self-promotional and non-promotional - and saying that if you want to promote, you need to pay. This isn’t such a big change considering Facebook has been on a downward trajectory with organic reach for quite some time and their ads are relatively inexpensive and quite effective.
A Facebook ad campaign can be effective in bringing new and existing patients to your website or into your Practice by offering a coupon or other incentive or featuring a particular service, product or event. You can target the ad to Facebook users in a particular location, demographic or specific interest. Check out this page to learn more about Facebook ads.
For other options to reach a broader following and push your business into news feeds you may want to consider paid posts, these are very effective for marketing your unique content and cost very little:
- Boosted Posts: boosted posts let you select which people you want to reach, their location, age, gender and interests
- Promoted Posts: promoted posts also let you select the audience you want to reach, but with more targeting and budgeting options than Boost Posts
EyeCarePro has seen clients with great success running targeted Facebook ads and promoted/boosted posts. Here’s a good example of a promoted post that elicits conversation.
On the other hand, if you are creating high-quality, engaging, non-promotional content that fans are finding interesting, fun, educational and entertaining you should keep on doing what you are doing. Content that benefits your audience and creates engagement is what Facebook wants to share with users. You want your posts to elicit the following type of response from readers:
The key here is engagement and the best way to achieve this is through a strong, loyal Facebook fan base. When Facebook sees that fans like your content and keep the momentum of a post alive, they will give them more visibility. So Facebook is basically saying give us quality content or pay. Anything else is a waste of your time.
Here are some tips on how to create engaging content and build your fan base using Facebook campaigns.
Develop a core following that will help propel your Facebook posts to being noticed, try to:
- Get your staff involved in posting and commenting on your Facebook. Ask them to reach out to their friends.
- Ask your fellow business partners who are supportive of your business to join and comment and share on your Facebook.
- Identify those that are vocal in your community and on Facebook, invite them to comment.
If you need help writing quality content, want some advice on running professional Facebook ads or just need some direction or assistance with your Facebook strategy, we are here for you.
Contact Daniel at Daniel@eyecarepro.net or phone (412) 532-6542.