Notice anything different on your brand or blog Facebook fan page? Like, oh, I don’t know, maybe a 44% decrease in the number of people seeing your status updates?
No, it’s not just you. It’s Facebook.
According to Ad Age, an advertising deck sent out by Facebook states:
“We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.”
You know why, of course: it’s because Facebook wants us to pay to promote those posts, naturally.
We could discuss how unfair it is that Facebook is doing this, but in reality we have to accept this key point: the internet is NOT going to always be the perfect place to promote your business for free, and in reality, Facebook doesn’t really “owe” us exposure.
Even if it is infuriating.
If you want folks to see your content, you might want to consider moving off Facebook for promotions entirely and return to an old standard that actually has better results: emailed newsletters.
According to a white paper from Silver Pop, email newsletters are opened by those that receive them 19.7% of the time. As recently as a year ago, roughly 16% of your Facebook fans would see your status updates, but today that number has fallen dramatically to less than 3%, according to this article at Ignite Social Media.
In fact, email newsletters have a higher click through rate (3.6%) then Facebook page status updates have viewing rates. It’s likely that the click through rate on links shared in Page status updates is a tiny sliver of an already tiny sliver of your fans.
I’ll also toss in a pitch here for Google+; after all, while it might not have quite the current reach of Facebook it does NOT prioritize content or ask you to purchase anything every person in your circles will potentially see your status updates. Instead, you get traffic AND a massive SEO boost from sharing your content on Google’s social network. Worth investing in, frankly. (I’ll also add in a note about my friend Lynette Young’s free download about using Google+, it’s really awesome. For more in depth info, she has a book out as well.)
And of course the same can be said for Twitter, even if shares have a short half life there.
Personally, I’ve delayed on updating my newsletter from just a plain RSS feed into something more. It’s time I stepped up my game. How about you? Will you start funneling money Facebook’s way, or seek alternatives for promotion?