What you need to know if you have a Facebook fan page

Beware: What You Need to Know if You Have a Facebook Fan Page

Have you noticed a slight decrease in fans seeing your posts? Ok, maybe a HUGE decrease?? Well sorry to say, you’re not alone.

Before you start kicking and screaming, “How dare they make us start paying for ads to get my content in front of my fans!” Let’s dive into what’s really going on and how you can combat this recent algorithm change.

This algorithm change was first announced in a post published to Facebook’s Business blog on December 5, 2013. They stated that because of the growth and competition of content views in user’s news feeds we will likely see a change in distribution, this includes a decline in organic reach. 

Ok Facebook I get it.

When you think about it, this similar situation happened back in the early 2000’s with Google. At first it was super easy to get your website ranked on the first page for a chosen keyword. Today you have to invest thousands in an SEO company and leverage social rankings to get traction. This is due to competition and evolution.

This was bound to happen sooner or later with Facebook. If you think about it, Facebook was not built to be a marketing platform. It was created as a tool for college kids to stay connected.

Upon doing my research I have come to the conclusion that Facebook reach has dropped significantly, BUT Engagement levels are still questionable. Some studies show no change and other show a decrease along with the reach.

Reviewing the reports for my social management clients, the decrease of engagement is not as decreased as the reach is. This could mean we’re creating awesome content or the engagement just hasn’t been as effected.

That being said, Facebook is still showing your content to fans, just only the one’s that they believe are most likely to engage with your page, unless you pay for ads of course. Yes frustrating I know.

There is nothing we can do about it, but there are some things YOU need to do if you rely on your Facebook Page for marketing.

What you can do

Get your fans OFF of Facebook and on to your email list. You may have heard me say this before but your list is GOLD. If you’re an entrepreneur and aren’t actively building an email list you are sabotaging the future of your business.

I know that may sound a bit extreme, but it’s the honest truth.

You can’t control social sites and platforms that you don’t own. Never bank your business on something you can’t control. Your email list is 100% yours. It’s something you have forever. It’s your community. It’s your tribe.

Move them over

Here are a few ideas to get your fans moved over:

  • Create a lead magnet. Your lead magnet is a free digital gift that a new subscriber would receive upon signing up. The thing is no one goes online thinking “oh my, what can I subscribe to today?” We wish! You have to entice your prospect by offering something of value in exchange for their email address. Make this some of your best content as this is an opportunity for your prospects to get a small taste of what it would be like to work with you.
  • Host a webinar or tele-conference call where people sign up through your opt-in page
  • Launch an expert interview series. Interview experts in your industry via video or audio. Compile these interviews into a series and offer this via your opt-in.
  • Use Facebook Ads to drive traffic to your lead magnet.
  • Regularly encourage people to sign up for your newsletter or grab your free gift.

Reach is overrated, you want this

Concentrate on creating engagement and less on reach. Here are a few content ideas:

  • Ask one answer questions (Example: Coffee or tea?)
  • Use fill-in-the-blank posts. (Example: You’ll never catch me leave the house without my ______)
  • Take behind the scenes pictures.
  • Participate in Throwback Thursday #TBT and dig up some old photos of yourself.
  • Search Pinterest for humorous images (we all love a great laugh).
  • Be personable and be YOU!

What’s in your basket

Last but not least, don’t put all your eggs in the Facebook basket. Pick one other social site to build up. Perhaps it’s time to take a look at Instagram or finally get that video blog going? Find out where else your clients are hanging out on social media and go there.

What do you think of these changes? How has your page been effected?

Tell me in the comments below!

Who else do you know that runs a Facebook page that should know this? Please share this link with them. 

Want more training on using social marketing to boost your business? Grab my Social Boost Video Training I just released!


Comments

17 responses to “Beware: What You Need to Know if You Have a Facebook Fan Page”

  1. Awesome post Devani! So many great tips. Thank you for sharing your insights- I’ve been annoyed myself at the change, so it’s a good reminder that social media will always be changing, so you have to go with the flow and find other ways to get your message out. A challenge. But one that so many entrepeneurs actually love at the end of the day 🙂 There is always a positive, right? Thank you darling!

    1. Thanks Sarah! Yes, always changing! It’s all how we view these changes and I always try to find the positive 🙂

  2. Kevin Gebert Avatar
    Kevin Gebert

    Hey Devani,
    Great article! Go Hawks!
    Cheers,
    Kevin

    1. Thanks! Wahoo, Superbowl here we come! 🙂

  3. This is just awesome ! I’m an apsiring Wedding Planner in France, this market is not as structured as in France but there is a lot of competition ! I’m so glad to find all of these US Websites showing how wa can create, stimulate and keep our audience using social media strategies and blogging ! It’s a new world for me and I’m glad the acknowledge all of these fabulous content in order to apply them to my own business. I will stand out from the crowd for sure ! Very few companies are using social media at their best here. I’m using Instagram, Facebook and Pinterest and I’m quite satisfied by Google +. Thank you for you fabulous work and keep going! Sorry for my fragile English ^^

    1. Thank you Kate! Great to connect with you from France 🙂

  4. Hey Devani! Thanks for the information, I have been trying to wrap my head around all of this. I haven’t done much with my FB page and can’t decide if it is worthwhile. I’m still wondering how FB determines which fans are most likely to engage with your page…do you know what factors into this algorithm?

    1. I think it is worthwhile for driving traffic to your site and leveraging Facebook Ads. I also think it’s great for building up a personal network with your personal profile! Here is an article about the algorithm: https://www.facebook.com/business/news/News-Feed-FYI-Showing-More-High-Quality-Content

  5. What I’ve really noticed is that I receive high engagement when I’m posting about behind the scenes, my day to day life and just being myself, it builds a relationship that my customers don’t get with me from a web site and I think that’s really what social media is for. I’m not going to over think it and feel like not putting your eggs in one basket is sound advice for anything!

    1. Yes Tiffany! You just hit the nail on the head! People love the behind the scenes and it builds so much trust. Yes that is what social media is for. Thanks for sharing Tiffany!

  6. Hi!

    Love this post. My own page went from having 300-500 views per post, and I made great Facebook posters, too, that were very visually appealing, and then suddenly, I was down to 50-100 views per post.

    My posters won’t ‘boost’ because they say I have too much text (over 20%) so they won’t let me advertise them without major changes… UGH!!!!!!

    Still working on getting my list built for my summit, but these are good things to keep in mind.

    Great post!

    1. Yes that 20% text is very strict! Oh good, summits are one of my favorite strategies! Thanks Ricardo!

  7. Excellent article, Devani! Thanks for the great tips!

    1. Thanks Gladys!

  8. VERY informative post Devani! I couldn’t agree with you more. Although it may be a little annoying that FB keeps changing the rules, it’s up to us as entrepreneurs to find a way around it. In fact, I’m looking forward to taking advantage of these new changes!

    You rock my friend, as always.

    Love,
    Kat

    1. Thank you honey!! xo

  9. Devani!
    I appreciate you watching out for us and giving us tangible advise that we can readily apply to our business! Thanks!!

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Devani Freeman