Being the great marketer that you are, I’m sure you’ve created a Facebook brand page for your business. And, I’m sure that was working great for you over the past few years. But, now you’re starting to feel like something isn’t quite right. The engagement is a little lower, you’re not generating the same amount of business as you used to, and it just feels harder to be heard by your audience.
Don’t worry. You’re not alone in feeling this way. Many marketers are starting to see the performance of their social media pages and profiles drop.
“Ok, great” you may be wondering, “I’m not the only one this is happening to. But why is it happening in the first place?” Great question! Join me as we walk through a few of the basic reasons why marketers everywhere are not getting the same results they used to out of social media.
Reason #1: Organic Reach
You have 500,000 likes on Facebook and things are looking pretty good, right?
Unfortunately, in today’s pay-to-play market, those numbers are pretty much meaningless unless you are willing to pay to promote your posts.
Here’s what I mean by all of this. Organic Reach is the percentage of your likes or followers that your posts will reach by just posting them without paying to promote your post. Many people think that when they post on their Facebook page everybody that liked their page will see their post. That would be equal 100% organic reach. As you can see, Facebook is currently at 3% average organic reach meaning only 3% of your page’s likes are actually seeing your post. And that just means the post is showing up on their feed! It gets even worse when you factor in how many people actually engage with your posts on their feed. If this is still a little confusing, I’ll let Professor Scott Galloway of the NYU Stern School of Business explain…
Reason #2: No User Data
So you aren’t able to get as many to see your posts, but you’ve done all this work to build up a great audience. There should be something you can do with that, right?
Again, unfortunately, no. Even though you’ve built up an audience of 1,000, 500,000, or even 10,000,000, there is nothing you can do outside of hoping your organic reach goes up or you start paying to promote posts. The reason for this is because you don’t have access to any of your audience’s user data. Wouldn’t it be great if you could have the email addresses of all of the people that have liked your page and be able to track their activity to understand their interests? Facebook thinks so too, which is why they keep all of that data for themselves, while you’re left out in the cold with nothing.
Reason #3: Limited Monetization
Ok, so you may not have great engagement and you may not be able to get the user data, but you should at least be able to get some value out of Facebook without having to pay, right?
Maybe you can sell ad space to advertisers? You’ve built up all of this traffic, why not try to monetize it. And again, unfortunately, no. Facebook wants to keep that precious ad space for themselves so they don’t allow you to sell ads on your page. And if you try to get creative and sell sponsored posts on your page, Facebook’s algorithms will cut the organic reach on those posts even more!
One could make the counter-argument to this reason and say that you could make posts on your page advertising your business or special offerings, which would then lead to monetizing your page. I agree you can do that, but unfortunately, it’s hard to get much ROI out of your own promotional posts when only 3% of your audience is even seeing the post!
So What Do You Do?
By now, I’m sure I’ve made you feel pretty down about the outlook of your social media marketing plans. But, for once, I have some good news! First, don’t abandon Facebook. There is still great value to being on Facebook and continuing your presence on that channel. But don’t just accept defeat, there are other solutions out there. One solution is Memeni. Memeni is an audience engagement platform where you can create your own custom-branded mobile app and web community. With your community, you’ll have a complement to your social media pages that will help you address many of the challenges you currently face on social media. If you’d like to learn more, feel free to drop us a line and one of our team members will be happy to help find the best solution for you!