It’s no secret that the best way to reach your Facebook fans is by buying ads. But what if you don’t want to? What if you already had great organic reach and engagement until Facebook went and changed their algorithms? (Or, what if you want to just stick it to The Man? Yes, I think Facebook now qualifies as The Man in a Silicon Valley-ish way.)
Before we jump into it, I just want to remind you that you don’t have to have a Facebook page for your business. You have to go where your customers are, and if you are generating great engagement on other social media channels, awesome! Stick with them and save yourself some time and frustration.
For those of you who are committed to Facebook (and that’s perfectly OK!), here are 4 ideas to help you encourage organic reach on Facebook:
1. Focus on shareable content
It is easy to get “likes” and “comments” compared to “shares” of your posts, but the shares are the ones that your fans’ networks will see. Take a look at your posts that have been shared. What were the topics? Did they include a video? A quiz? Were they funny? Shocking? Sad? Focus on creating more shareable content based on what already worked.
2. Rip a page from the competition
If you have yet to produce shareable content, no biggie. Take a look at your competition’s Facebook pages. What have their fans found shareable? Take notes and determine how you can replicate their success on your own page (without blatantly ripping them off – that wouldn’t be nice).
3. Use it as a customer care vehicle
Carrie Kerpen of Likeable Media suggested that the best way to use social media is to keep in touch with and provide service to current customers, not attract, convert, and sell to prospective customers. That makes perfect sense to me, and this certainly includes Facebook. As Carrie says in her video, “Focus on your current customers, and you’ll get it right.”
4. Give ‘em what they want
You know what your customers want, need, and like, so give them content, images and videos that fits their interests. I also liked this suggestion that I saw on Likeable: Write about topical events (holidays, opening day for baseball, the Oscars, etc.) in your voice and with your spin on them.
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How have you maintained or increased your Facebook organic reach? Share your ideas in the comments below!
Image courtesy of marismith.com