Since Facebook restricted the organic reach of content published from company pages, home builders included, to about 16% in 2012, the number has steadily plummeted, resulting in an uproar within the marketing community. Organic reach, or the number of your fans who are receiving your Facebook posts in their news feeds without using advertising to promote them.
Since Facebook restricted the organic reach of content published from company pages, home builders included, to about 16% in 2012, the number has steadily plummeted, resulting in an uproar within the marketing community. Organic reach, or the number of your fans who are receiving your Facebook posts in their news feeds without using advertising to promote them, has become a thing of the past. As Facebook announced that it is possible that companies could see their organic reach to hit absolute zero in the near future, this has some social media marketers running for the hills.
But before you give up on the biggest social media platform in today’s technology-driven society, find out why fewer people are seeing your company’s Facebook posts, and take a look at these tips you can implement into your home building company’s social media marketing strategy to adapt to the changing times and continue to use Facebook’s reach of more than 1 billion across the globe to your advantage.
- One of the best places to start is the keystone of inbound marketing itself, and that is going back to the basics and making sure you are creating and sharing killer content for your home building company. Many of Facebook’s algorithms that restrict your company’s reach shoot down content they deem low-quality. This is actually a good thing, because they attack posts that are simply “like-baiting” and “spammy,” and that contain duplicate links. Without these algorithms, the free-for-all of news feeds would be unbearable to sort through and could potentially turn away Facebook users altogether.
These algorithms, or set or rules or computer-generated calculations, have made it more difficult for marketers to distribute their content freely to their fan base, but are actually just holding them to higher standards, thus weeding out the information that is not going to be as useful to the intended audience. To combat these algorithms, be original, creative and informative and you will up your chances of engaging your audience and if your content is good enough, they will like and share, increasing again your reach as you will appear in their news feeds. Creative content your home building company can share through Facebook posts can come in the form of:
- How do you reach your audience initially if your organic reach could potentially hit zero, you ask? Facebook Ads…that’s how! Combining Facebook ads with killer content marketing will produce better results for your company. The easy-to-use advertising system Facebook as implemented makes it easy to “boost” individual posts to reach more of your followers or to create ad campaigns to reach and hopefully engage people beyond your audience.
- Let the staff pitch in! As personal Facebook accounts tend to have their activity and posts show up more in their news feeds than businesses’ posts do in theirs, have your building company employees or staff members share your blog posts on their own accounts as well.
- Analyze! Analyze! Analyze! Building a great social media marketing strategy is only half the battle. Analyzing and interpreting your hard work will show you what you are doing right, what you should stop doing, and what you should change to better your marketing strategy in the future. Social media monitoring is a part of the game plan home builders just can’t afford to leave out.
All in all, as many as 100,000 differentials go into the model that produces any given Facebook news feed, so therefore it is almost impossible for marketers to determine exactly what to do to ensure their content is being seen, but Facebook still remains king of social media platforms and is therefore still worth the investment.
So, try implementing some of these strategies into your home building company’s social media marketing campaign for a better chance to increase your organic Facebook reach. Having success with a strategy of your own? If so, please leave a comment below, we would love to hear about it and share it with our readers!