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The Facebook strategy you need to quit today

by | Jul 10, 2018 | East District Newsletter

“One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent.”

This is the opening to Facebook CEO Mark Zuckerberg’s post announcing significant changes to the Facebook News Feed. These changes will have an impact on the distribution of content from your Facebook Page, so it is important to understand them.

A history of declining organic reach

When Facebook first introduced Pages, you could count on Facebook to show your posts to a majority of the people who liked your Page. But back in 2014, people who used Facebook to grow their businesses and organizations began to see a troubling trend: their organic reach — the number of people who see their posts for free — was declining.

Facebook responded to these concerns at the time by explaining that there were two primary reasons for the drop in organic reach:

  • There is too much content on Facebook, and so they could not show users every post from every friend and Page they follow.
  • If Facebook had to pick and choose what to show users, they were going to use an algorithm to display the posts they thought each user would value the most.

Facebook is constantly tweaking its algorithm, sometimes fine tuning things behind the scenes, and occasionally announcing larger-scale changes and shifts in priorities.

However, the overall trend in post distribution remained downward. In the first half of 2016, organic reach was down 42%. In 2017, organic reach dropped another 20%.

A refocus of the Facebook mission

Click Here to read more of this article by Dan Wunderlich from United Methodist Communications.

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