From home-based hobby sales, to cottage industries, to small business, to corporations having 500,000 likes, Facebook is scaling back the practice of putting posts into the feeds of readers, and the policy change has impact for non-profits and churches as well.
Many small businesses currently operate as a ‘page’ adjunct to an individual’s personal Facebook profile. Just as you ‘friend’ the person, you ‘like’ the business. Years ago, Facebook started restricting what you see from individuals and business alike. The logic went, ‘if you have 300 friends and they post twice a day, you’d have 600 updates to read daily.’
But small businesses noticed that much of what they posted wasn’t getting to anyone, with averages of 16% being normal. If someone took the effort to visit the page, they could see everything, but most people who ‘check Facebook’ read only what the algorithm assigns to their feed.
Instead they were being told to ‘boost’ each post with a payment ranging — for small business — between $5 and $33. Many times the posts weren’t even selling anything, but updating readers on local events in an effort to build community.
Then last month, the Wall Street Journal reported things would change more severely:
The change will make it more difficult for entrepreneurs… to reach fans of their Facebook pages with marketing posts that aren’t paid advertising.
Businesses that post free marketing pitches or reuse content from existing ads will suffer “a significant decrease in distribution,” Facebook warned in a post earlier this month announcing the coming change…
…More than 80% of small companies using social media to promote their businesses list Facebook as their top marketing tool, followed by LinkedIn and Twitter, according to a recent survey of 2,292 small businesses by Webs, a digital services division of Vistaprint. The top three reasons owners cited for creating a Facebook page were customer acquisition, building a network of followers and increasing brand awareness, according to the survey.
Dan Levy, Facebook’s vice president of small business, says that Facebook’s paid-advertising options have become more effective recently and that companies should view Facebook as a tool to “help them grow their businesses, not a niche social solution to getting more reach or to make a post go viral.”
He says he has “a lot of empathy” for business owners who “are feeling this evolution” in the reduction of what he describes as organic reach. But, he says, organic reach is only one of several reasons companies benefit from having a presence on Facebook. Last month, there were more than one billion visits to Facebook pages directly. “Having a presence where you can be discovered still has a ton of value,” he says…
This is a small part of the entire article, click here to read at WSJ.
But it gets worse, as churches and non-profits will also be affected. One writer suggests the strategy over the next few months should be to get those Facebook friends to respond to something that provides their email address (and in countries where applicable, express consent for placing them on on a list.)
Over the past 18 months, one of the biggest challenges with Facebook marketing is not knowing exactly what changes are on the horizon and how it will impact organic reach. We believe that eventually organic reach on larger nonprofit Facebook pages will reach close to 0%, so marketing on Facebook will significantly change.
One website, while overtly trying to sell a print report, offers some clues:
The ability to build communities of fans, and then maintain contact and encourage engagement using content published to fans’ News Feeds was a critical aspect of Facebook’s early appeal to marketers. The opportunity of achieving engagement at scale motivated many brands and corporates to invest millions in developing communities and providing for care and feeding via always-on content…
This isn’t an academic exercise. Facebook Zero is a reality now facing every brand and business with a presence on the platform. Action is required, and specific decisions will need to be made with regard to content planning, paid support for social media activities, audience targeting and much more.
Read more at Ogilvy.com
But social media of one kind or another is so essential. In a recent 48-minute podcast at the aptly-named Church Marketing Sucks, the director of Social Media for Saddleback Church offered a number suggestions as well as stressing the importance of social media for churches.
The same website also offered suggestions for using social media at Christmas. While most of these arrive too late for this year, you could file them away for 2015, but with Facebook Zero coming soon, the information may seem antiquated a year from now, or even sooner.
Want to switch your emphasis over to Instagram. I wouldn’t. Remember, in 2012, Facebook paid $1 Billion to acquire the photo site. What’s happening on FB will certainly follow on Instagram.