In looking back at the changes made to Facebook fan pages in the past year, you’ll quickly see how the challenges facing business owners using Facebook as a main driver of their social presence – and in some cases, of their entire business – have piled high.
- Facebook changed its algorithm on September 20, 2012, further reducing the % of fans that are shown your updates. Prior to that date, the average page’s reach was only (a dismal) 16% anyway, meaning the Sept. 20th EdgeRank update was like moving from “bad” to “worse”.
- In response to questions and complaints made after the September 20th adjustment, Facebook responded with the recommendation to use its paid media option for the updates you want to be sure (most of) your fans see.
- Posts made by anyone other than the page are condensed into a small box on the right side of your fan page, minimizing engagement.
- The Timeline roll out in March 2012 meant that fan page admins could no longer set a default landing tab for new visitors, and highlighted a page’s lack of consistent updates with it’s redesigned layout.
Pre-existing challenges like Facebook’s EdgeRank algorithm and the fact that the higher your number of fans, the lower your % reach becomes, keeps the number of hurdles growing. I’m not sure why Facebook wants us to pay for LIKE ads to grow our number of fans…to then turn around and show fewer of the fans we paid for, our updates. I could make a strong case that if you want to pay Facebook, you’d be better off growing your fan count organically, and paying *only* to promote a post (and never for LIKE ads).
Some articles I’ve read regarding Facebook making it more and more difficult for business owners to have a thriving fan page state that they aren’t too upset over the increasing challenges because – hey – it’s a free tool. I agree with that point, but only to a degree. What makes Facebook the social media behemoth that it is, is it’s users. If Facebook was sitting down at 3rd, 4th or 5th place in terms of number of users, do you think it would have instituted the same changes as it did this past year? I, for one, don’t think it would have. I very much believe that Facebook thinks it’s untouchable. And I also very much believe that Facebook can and will push its users so far that a decline in usage and number of users will occur.
Much like how you should diversify your investments to minimize your financial risk, it’s important that you diversify your social media efforts by building a presence across more than one medium. Don’t put all your social media eggs in Facebook’s basket. There are many other popular social media platforms without the barriers, challenges nor pay-for-engagement “requirements” that Facebook has.
We have 3500+ likes on our page. We are extremely active on the page and we have had a post reach that is NOTHING compared to what you are stating on your graph. I would like to know where you got that graph, you probably got it from Facebook! It may have been true about 2 months ago prior to them changing the playing field yet one more time in trying to monetize as much as possible. ARGH!
Our reach had been more like 15% on average when we have not promoted our posts. FB are …..!
The graph is from SocialBakers (their logo is at the bottom right corner of the image). The data from that graph is stated as July 1 – September 30th. Their article is linked if you’d like to learn more about the data specifically, but it only includes 10 days of data from the *new* algorithm, so it’s bound to drop considerably once new data is available.
Facebook’s monetization is extremely frustrating. They have lost sight that their users are what makes them a social powerhouse. We can be pushed too far.
It’s been really frustrating to watch the new algorithm take effect on the pages I manage. Where there was once a decent reach and thriving community the changes have left some pages struggling. I definitely agree that it is important to diversify. Luckily Facebook isn’t the only popular social media platform and there are other options out there like Twitter, LinkedIn, etc.
It’s so disappointing. Even those who have been following all the best practices and “rules of engagement” were slammed by the change.
I agree with you on utilizing other super-great channels! I just feel so bad for the businesses I see who have it all in FB, ya know?
Thanks for stopping by, Mary!
For me, Facebook and Twitter is just to build an online presence and to connect with like minded people. At of ALL the time I spend on these two platforms, not one client said, “Saw you on Facebook.” Blogging is where it’s at – at least for me. The other platforms are just super fun and once in a blue, for an occasional art sale.
I think ALL businesses need to blog! The list of reasons why is endless.
But I know you don’t need to be convinced about the awesome that is blogging. 🙂