Facebook discusses concerns from businesses that have seen a sharp decline in organic reach.
means they often do not see the content that's most valuable to them."
3. Organic reach has not dropped because Facebook wants to make more money.
One of the most common complaints from Page owners, especially small businesses, is that, since organic reach has declined, the only way to reach more people is to spend money to promote their posts. Facebook says this isn't true.
"If people are more active and engaged with stories that appear in news feeds, they are also more likely to be active and engaged with content from businesses," Bolan said.
4. The fans you paid for are still valuable (especially if you purchase ads).
When organic reach declined after Facebook's December algorithm change, Page owners who spent money to build their audience complained that the investment was worthless. Facebook maintains that this isn't the case: Your Facebook fans have value -- especially if you advertise on Facebook.
According to Bolan, when a person sees that a friend likes a business, ads for the business drive 50% more recall and 35% higher online sales. Ads with this social context also signal a positive ad quality, which leads to better auction prices, he said. In addition, the insights gleaned from your fans -- such as demographics, likes, and interests -- help you reach your current and prospective customers, he said.
5. You need to pay for consistent success.
Although Facebook says businesses don't need to pay to be successful, spending money on ads can -- surprise! -- help you be more successful.
"Like TV, search, newspapers, radio and virtually every other marketing platform, Facebook is far more effective when businesses use paid media to help meet their goals," Bolan said. "Your business won't always appear on the first page of a search result unless you're paying to be part of that space. Similarly, paid media on Facebook allows businesses to reach broader audiences more predictably, and with much greater accuracy than organic content."
Though businesses can still reach their audience through organic reach, Bolan said they shouldn't rely solely on it. "Your business will see much greater value if you use Facebook to achieve specific business objectives, like driving in-store sales or boosting app downloads."
Do you think Facebook's approach with its news feed algorithm is fair? Leave us your thoughts in the comments section below.
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Kristin Burnham currently serves as InformationWeek.com's Senior Editor, covering social media, social business, IT leadership and IT careers. Prior to joining InformationWeek in July 2013, she served in a number of roles at CIO magazine and CIO.com, most recently as senior ... View Full Bio
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