Social media trending towards pay to play

The conception that what appears in our Facebook newsfeeds is coming to us organically is now becoming a myth, as reports show:
Facebook reach
Image source: Facebook Zero report from Ogilvy

Here are some key terms to be familiar with from Facebook’s marketing people:

“Organic reach: The number of unique people who saw your post in News Feed or on your Page, including people who saw it from a story shared by a friend when they liked, commented on or shared your post, answered a question or responded to an event
Paid reach: The number of unique people who saw your post through an ad.”

More social marketing people are finding that organic reach is dwindling on Facebook, largely because of the site’s push towards finding advertising revenue streams. But, that does not mean you need to abandon the strategy, or buy large amounts of paid ads to support your page. I think you need to look at creative options like talking with key influencers to share your posts, run promos to share your posts and look at developing unique and engaging content all to encourage more sharing.

Creativity is key to all forms of communication, and simply relying on paid promotion is the easy way out when real, meaningful engagement is the way forward.

Posted in social media