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A blog post

Now that Facebook Is Officially Charging to Reach Your Hard-Earned Fans, What Can You Do?

Posted on the 14 November, 2012 at 7:50 pm Written by in Blog, Marketing Tips, Social Media Marketing, Trends

Mark Cuban's tweeted screen shot showing Facebook's money grab to reach Fans of the Mavs Fanpage

That awkward moment when you realize that Facebook is now making you pay to reach those Fans…that you already paid to reach. Screen shot of Mark Cuban’s 10/26 Tweeted screen shot. Handle: @mcuban

 

In my book, “Piece of the Fame,” I discussed Facebook’s algorithm “EdgeRank” and gave my readers suggestions on how to best direct their efforts to make the most of the system.  Most of all, I counseled my readers to focus less on accumulating Fans on Facebook (and certainly NOT paying for them), but rather to increase engagement as much as possible through quality content and most importantly, to push their fans to owned media such as their email list and their website.

Now that we’ve reached a new low both figuratively and quite possibly literally in terms of Facebook allowing you to reach your community, what should you do now?  How can you still make Facebook work for you?  The balance of this blog post is dedicated to giving you four ways to power-up your efforts for your Facebook Fanpage:

First, I counsel people to maximize the personal connections made via their personal Facebook profile.  To this day, Facebook is still the most friendly to individuals and least friendly to brands. As long as the people stay, brands will continually be forced to find ways to engage with the platform, unfair fees or not.  As long as the people stay, you have to have some kind brand presence on Facebook.  That said, nothing prevents you from activating your personal network in support of your brand and thereby taking advantage of the still more plentiful permissions and liberties that are afforded to a personal profile.

Second, every post that you make should be of high value so that you continue to effectively engage the people that you are managing to reach.  Just because the visibility numbers on Facebook have plummeted doesn’t mean that you should take a parachute out of your content strategy and efforts.  If anything, find better ways of creating a consistent flow of quality, visually-engaging content to share and encourage sharing amongst the network of the Fans that you do manage to reach.  If they like your content, they’ll be sharing via their personal pages, without the same restrictions that your brand page has, so this still has the same high-level of benefit that it always has had.

 Third, while maintaining a high level of content quality, post more frequently.  Increasing your number of posts just plays on the basic math of increased possibilities of reaching more of your community, assuming that Facebook is not continually cutting you off from a pre-designated portion of your Fans.

Fourth, make each post count.  As I suggested in “Piece of the Fame” include a directive or opportunity in each post that will allow you to deepen your connections to your Fans so that you won’t be so reliant upon Facebook to reach them in the future.  Most important, include links and reasons to sign up for your email list or your site’s RSS feed.  In this way, no matter what Facebook decides now or in the future, you can still control your own hard-earned relationships with the people that have joined your digital community.

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