2 Tips for How to Handle Facebook Killing Organic Reach
In what many journalists call a "Friday night news dump," parlance for dropping a big story that organizations hope won't get noticed right away, Facebook announced that it will all but do away with organic brand reach on consumers' news feeds in January.
"Pages that post promotional creative should expect their organic distribution to fall significantly over time," according to Facebook.
That prompted this Monday Forrester Blog post from Nate Elliott: "Facebook Has Finally Killed Organic Reach. What Should Marketers Do Next?"
The analyst from Cambridge, Mass.-based Forrester Research, citing a recent report titled "Social Relationship Strategies That Work," advises marketers to:
1. Add Social Relationship Tools to Their Own Sites. That way, consumers can post information to their feeds on their own, such as Friday's news that the U.S. Postal Service picked it first female postmaster general, who will assume that role after the current one, Patrick R. Donahoe, retires in early 2015.
"[Megan J.] Brennan joined the postal service in 1986 as a letter carrier in Lancaster, Penn.," reads the announcement from USPS, in a release that requires two clicks to share on Twitter. After the first click on Facebook, Brennan's announcement is the fifth post down, so users need to scroll before sharing.
[Editor's note: Marketers who haven't done so already might want to make sharing possible in a single click, with no scrolling or other action required by would-be influencers.]
"A recent Forrester survey shows that U.S. online adults who want to stay in touch with your brand are almost three times as likely to visit your site as to engage you on Facebook," writes Elliott.
2. Stop Making Facebook the Center of Relationship Marketing Efforts, Elliott also advises.
"U.S. online adults who want to stay in touch with your brand are almost twice as likely to sign up for your emails as to interact with you on Facebook," he says.