On Wednesday, we covered how Google’s “mobilegeddon” may have affected your organization, and what to do about it. Today, we’re taking a look at another recent marketing change your organization needs to stay on top of — the decrease of organic reach on social media.
Organic reach is defined as “the total number of unique people who were shown your post through unpaid distribution.” When marketers talk about the decline in organic reach on social, we usually talk about Facebook. The loss of organic reach on this platform in 2015 has led some to question whether it is still a worthwhile investment for brands, but in many industries, it remains critical to have a presence on the network. With a little work, your organization can maintain and grow a strong presence on Facebook despite the obstacles to organic reach. Here’s how:
Did you know that Facebook offers organic post targeting? By targeting your posts to the market segment they align with, you can make sure that your organic reach, limited as it may be, goes where it has the best chance of making an impact. This guide from Social Media Examiner shows how to make targeting choices and analyze targeting results.
Your organization’s posts have a limited reach when housed only on your own Facebook page, but you have another resource for reaching a wider audience — your employees. Encourage your employees to repost your content in order to reach more people. There are many ways to do this. You might invite your employees to contribute guest posts and then promote their work. Or, you might create content that your team can be particularly proud of, such as posts about your corporate social responsibility (CSR) goals, and encourage them to share it.
Organic reach has decreased on Facebook, but that doesn’t mean that your organization will only ever make an impact with promoted posts or ads in the future. Instead, pair paid and organic content in order to maximize impressions. Test different types of content in both paid and organic posts, and analyze your results. Use paid posts to drive traffic to your page and leverage them to promote your most valuable (and most shareable) content.
For true digital marketing impact, incorporate a social media strategy into a full demand generation program. Learn how Movéo can help.
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