Strategies to increase the organic reach on Facebook

With the one that is falling, the vast majority of you are that you smoke. And I do not blame you. All because Facebook has modified its algorithm, and the organic reach of the publications has fallen precipitously. I have read in several articles that the main challenge in 2014 for community managers and Facebook page managers will be to increase the organic reach. They do not lack reason.

Marketing on Facebook is something much more complex and profound than the organic scope. Manage Facebook pages, well done, requires a lot of dedication. And its fruit is to get a target audience interested in our brand, which we can reach. Buy Facebook status likes, is the Best Marketing way for your business, other people will curious when they see your status “like”, and buy your product.

We are accustomed to seeing Facebook from the beginning as a free showcase, and there is our mistake. Facebook, like many start-up and ICT companies, initially offer a part of their free services, to hook potential customers. Then they turn the model Freemium (arrival of the ads, organic reach vs. payment), to reach the stage of mature company, with different products and payment services for their different customer segments.

That is the scenario and paradigm shift that Facebook proposes to us now:

At the end of the story, what Facebook has done has been to offer us tools to build a community of fans, an objective audience that “in principle” is interested in our brand, and which we can reach more easily than a target audience that we access exclusively through payment (traditional advertising). Using the reach of payment is something that Facebook puts at our disposal, which does not penalize the organic reach, and (almost) nobody will reproach you for using it.

My point of view is that we need the organic reach, just as the “super” corner is the “organic sales channel” for neighborhood neighbors. If we get others to move further to the store, it will be for the quality (or price) of our product / service and / or for the promotions we make.

We need the organic reach as an organic sales channel, how the corner store is for the usual customers.

Before proceeding, I do not want anyone to see my speech or the following proposals as an act of charlatanism; Are simple ideas that can help you improve your organic reach a bit, but that no one expects miracles. We want to contribute, and here is our bit.

Strategies to increase the organic reach on Facebook

  1. Ask your fans to turn you on page notifications

The first thing we have to do to increase our organic reach is to invite our fans, if they wish, to follow us more closely. This is possible thanks to notifications.
Just the one who is already a follower visits the fan page, and place the mouse over where it says “Like”, and click on “Receive notifications”.
When a user subscribes to a fan page to one of his interest lists, he will receive in his news feed a notification of each update that makes that page. Talking in silver: they will not only receive a few publications of our page according to the whim of the Facebook algorithm, but all, increasing visits, facilitating higher percentages of interactions, and therefore increasing our organic reach.

For this we must do a didactic work and spread it to our followers, for which we can use several methods:

  • Announce it on the page with a text-only status update
  • Incorporate this recommendation in the description of our Facebook page
  • Include it in a newsletter addressed to our customers
  • Communicate it by Twitter and other social networks
  1. Publish fewer images, but more “quality” links

Yes. It is clear that Facebook has become a bit paranoid: if a year ago, its bet was determined by the image, to turn Facebook into the “metablog” of all our friends and social context, now Facebook wants us to share more quality content. All this is done by artificially altering what people prefer to see, through their algorithm. Now Facebook wants less memes and more news, as users feel a little tired of the first and react well to the second. Buy real facebook video views, to promote your videos, your business, or anything, then you will know that this site is real, and the person that saw your videos is real.

Okay, this is a drawer, but if we want to increase our organic reach now we really have to produce good content: good articles on the company’s blog or about our product or brand. In addition it will have to be done constantly, because somehow Facebook will have to assess which sites are those that consistently produce “quality content.”

And not only for that, but also because we want our followers to enjoy our content. It’s no use clicking and moving to the next update. It is necessary to be clear that we are in Facebook to cultivate that interaction with the followers, and to fidelize them to our brand, and that without quality and originality, offering something differential, is impossible.

  1. Post text-only status updates

From our experience in the last month, and as Andres de BBVA noted, text-only updates, especially if short (less than 200 characters), achieved a “beastly” organic reach. In our case, we were able to see that text-only status updates (no links or photos or videos) had an organic reach of 5 to 8 times more than photo or link posts.

UPDATE (1/23/2014): Facebook “has realized” that its algorithm showed the text-only updates of fan pages at an unusually high rate compared to other types of updates. Facebook has reshaped its algorithm by reducing the organic reach of this type of publication. Now Facebook recommends publishing each type of post in its natural format.

Do you have something important to advertise to your customers and / or followers via Facebook? No photo or link? Just write a text, plain and brief. You can check later in the statistics that if the text goes from 3 lines, a large percentage will click on “See more”, helping to increase the organic reach of your fan page.