A few years ago there was a perception that Facebook was a free way to reach your audiences. But this view ignored the fact that Facebook has controlled what users see, through its newsfeed algorithm, often resulting in low “reach” for pages, regardless of the number of fans.
Typically, page posts achieved reach of around 10%-15% of their fanbase but it has long been predicted that this would continue to drop. And earlier this year, Facebook boss Mark Zuckerberg made a hugely significant announcement: “We’re making a major change to how we build Facebook. I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.” This means that posts from organisations’ pages are shown less in the newsfeed.
Facebook can still be effective in helping you reach audiences, and the sheer size of its user base means you’d be foolish to forget it, but you will need to adjust your approach. Facebook has said that posts that “spark conversations” will be prioritised, so think about content that is genuinely thought-provoking. Also, paid Facebook adverts can be highly effective and research shows the “social proof” value of seeing adverts that indicate a friend likes a page.
Museums can still benefit from having a Facebook page but to be of value you need a clear strategy.
Katie Moffat is the head of digital at the Audience Agency
Typically, page posts achieved reach of around 10%-15% of their fanbase but it has long been predicted that this would continue to drop. And earlier this year, Facebook boss Mark Zuckerberg made a hugely significant announcement: “We’re making a major change to how we build Facebook. I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.” This means that posts from organisations’ pages are shown less in the newsfeed.
Facebook can still be effective in helping you reach audiences, and the sheer size of its user base means you’d be foolish to forget it, but you will need to adjust your approach. Facebook has said that posts that “spark conversations” will be prioritised, so think about content that is genuinely thought-provoking. Also, paid Facebook adverts can be highly effective and research shows the “social proof” value of seeing adverts that indicate a friend likes a page.
Museums can still benefit from having a Facebook page but to be of value you need a clear strategy.
Katie Moffat is the head of digital at the Audience Agency
