From Virality to Engagement to Reach & Frequency. Facebook’s Latest Strategy Shift Explained.

Facebook is rolling out major changes to their platform that greatly affect marketers. To help navigate this shift, I have worked closely with the Facebook team to understand the nuances of the shift and created a white paper that should help organizations to understand the shift and what steps to consider next.

The overarching point you need to understand is that organic Facebook reach is being reduced dramatically and it will cost you to reach your own audience. Facebook is now less about brand-published content being the sole driver of engagement. You must pay to amplify your content and you must create multiple variations of your content based on targeting different segments of your audience.

Here is a summary of what you will find in the white paper:

1) Past: Facebook Reach = Earned Media. Present: Facebook Reach = Paid Media

2) Trend of organic reach of content on a brand’s Facebook page:

  • October 2013 reach = (approx) 12% of followers
  • February 2014 reach = (approx) 6% of followers
  • Soon reach = (approx) 1-2% of followers

3) Now, more than ever, brands must pay for reach on the platform

4) Near Term considerations:

  • Re-evaluation of your creative
  • Frequency of posting
  • Personalization
  • Optimization

5) Defining the “Way Forward”

  • Reach and Frequency Focus
  • Engagement Focus
  • Community Focus

Follow Tom Edwards @BlackFin360

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