Facebook Advertising and Promoted Posts

Oh Facebook. Why must you do this to me?

Every few months my Facebook friends post urgent messages that Facebook is going to start charging for services. This has never been true and still is not – kind of. Recently Facebook has made some “updates” to the way business pages function, which has people concerned that their fans will no longer see their posts. This roll out is still new and only available (right now) to pages with 400 – 100,000 “likes.” The new tool, dubbed “promoted posts” allows brand pages to pay to feature a post and ensure that more people see it.

Does this mean businesses have to pay to post on Facebook? No

Does this mean that non-promoted posts will reach fewer people than they did before? I’m not sure, but I doubt it.

Before the update, I think we were living in a little bit of “ignorance is bliss” land when it came to our Facebook page posts. Most people assumed that all of their fans were seeing all of their page updates. This simply wasn’t the case. Facebook has always used an algorithm – called EdgeRank – to determine who sees your updates and how frequently. In reality, many fans never see anything from your page in their news feed.

That’s crappy, I know. But don’t shoot the messenger.

In an attempt to ensure fans see a page’s updates, many people have requested “likers” go to the page, hover over the “like” icon and select the option “show in newsfeed.” This isn’t a bad idea, but there’s only one issue (which, honestly dawned on me this morning) only the people who already have the “show in newsfeed” option selected are going to see these posts.

So, should we abandon Facebook, or just give them all of our money. Neither:

  1. Don’t stop engaging with people on Facebook. We can’t rely on everyone seeing all of our posts all the time, but people will always see the things that you say to them directly. Keep tagging and posting!
  2. Do not turn to Facebook advertisements. There are a LOT of articles right now talking about how Facebook ads do not work to generate revenue. If you want to read a couple click here and here.
  3. Promoted posts might not be worth it. It’s a little early to comment on this new platform, but I’m already hearing reviews that page “likes” are dropping and engagement is down following promoted posts.

Don’t get too down! Hopefully you don’t have all your eggs in one basket and Facebook is just one part of a multi-faceted marketing plan. As more and more pages pop up competing for viewers’ attention, the way we interact with the network is bound to change (think about it from the perspective of a user instead of a brand). Your loyal and engaged fans will still see your updates, and those are the people who are most likely to buy your product/service and refer you to others.

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About Donna Queza

I'm an optimist grounded in realism. That's what I love about working on the web -- the possibilities to be creative and distinctive are endless, but there's always a need for those reality-driven, data-fueld folks who make our dreams into realities. I like to think I hover somewhere in the middle - creative, quantifiable internet marketing solutions.

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