Blog / Facebook Page Post Strategy

Facebook organic reach for business pages has been plummeting, it’s true. In fact, probably a whole 3 percent of your Facebook followers are seeing your posts. Let’s face it, in the swelling tide of Facebook content, all status posts’ organic reach will be on the decline.

What’s a business Page to do?  Be solution oriented!

Stop the presses. Facebook has changed up the almighty algorithm once more. And it’s got business pages running scared.

“The Evil Empire of Facebook is trying to get us to buy more ads.”

“The Evil Empire of Facebook is punishing us.”

Not necessarily. But sorta. Here’s the deal, believe it or not, those following your Facebook page do NOT want to be sold to. That’s all. According to Facebook, promotional posts are those that:

  • push people to buy something,
  • push people to enter contests that really do not offer anything in return, and
  • reuse ad content rather than coming up with original content.

Do Not Be Alarmed

A Facebook business page allows you to promote content without appearing spammy.

Here are a few suggestions for page posts that are not considered spammy and that your followers will like.

Facebook Only Discounts

Believe it or not, when you offer something good or worthy that fans can only get by accessing your Facebook page, they love it. If you have an e-commerce website, why not offer Facebook Day? Every order that comes from Facebook gets an automatic 10% off. You will undoubtedly need to check with your website admin to make sure you have the ability to set this up: click the link on Facebook, be directed to your e-commerce site, and have an automatic discount on check out.

Convert Facebook Followers to Email Subscribers

Email still rocks out. Period. Stop. End. Use it. Email subscribers are entirely more likely to engage / support / buy from your brand. Give your Facebook fans a reason to opt in to your email list. Consider a discount, a download (whitepaper), or an e-book.

Signing up facebook followers as email subscribers

Promote Products With A Little Context

Yes, you can use a Facebook page status update to offer product X. Just take the time to give a reason. Let’s take a look at Spokane Civic Theatre as an example.

The Spokane Civic Theatre offers “Pay What You Can Preview Night” for many of its shows. The theatre takes the time to explain why it offers this program:

Our new  “Pay What You Can Preview Night” is a way for us to further connect with our community. We all know what it’s like to be on a tight budget or to have little to no money to spend on entertainment or a night out. The Civic is striving to make the theatre accessible to anyone and everyone. This is a great opportunity to pay what you can to see a show.

Please come and share in the magic of theatre. And help us pay it forward; let other folks know about this opportunity. The only way we can spread the word is by good old word-of-mouth.  We want to pay back a community that has supported us for so many years

We suggest you consider the same type of thing. Your Facebook followers will appreciate being in the know, and your status update will be a little more powerful.

Be A Real Person Not A Machine

But for goodness sakes, don’t feel like you have to say “bae” or “fleek” to be cool. Be your brand’s voice and be real. Relax. Ask questions like a human being. Don’t tell people to “go to”, to “download”, or to do anything. Ask what someone thinks about your product. Back to Civic as an example, rather than telling its followers to “buy tickets now”, it asks those who have seen the show what they thought about it.  Then, both those who have seen the show and the Civic Theatre will share their thoughts about the show. This creates a story sharing cycle and encourages their Facebook followers to further engage.

Back to the bae and fleek issues, if you don’t know what those words mean, don’t use them on your page. End of discussion.

Have A Question And Answer Event

I’ve got theatre on the mind, so I’m sticking with a theme here. Civic recently had to replace Nunsensations with Nunsense A-Men after one of the “nuns” fell down and broke her arm and a leg. No kidding here. Instead, men will be filling the roles of the nuns (not monks) in this upcoming production. We are encouraging The Spokane Civic Theatre to introduce some of the actors, and, perhaps, the director, to host a Q & A on Facebook. This is a perfect opportunity to engage (I know, over used, but what else to use here?) both theatre audiences and potential audiences. Both the additional Facebook engagement and the Q & A format will help its Facebook page’s organic reach. And organic reach is popular reach.

Final Steps

Go to Facebook.  Take a hard look at your “promotional posts”.  Too spammy?  Too much talking and not enough action?  Then, get rid of any overly promotional posts and rework context, wording, and look to actually give your followers the information they want to see. Take the time to talk to your followers and listen to what they have to say. Become the authority on your product and give ’em some useful, sage advice. Make that Facebook page sing, in the words of the theatre, “Let Me Entertain You”.

Ally

Ally Shoshana is the Communications Officer at Design Spike ®, Inc., a title we made up after watching a Star Trek episode. She also likes to refer to herself as Queen Narcissa. You should try sharing an office with an ego like that. You can follow Twitter, Facebook and Google+ accounts for her and Design Spike. Read some of our earlier posts on Facebook like Increase Social Engagement on Facebook or other general Facebook tips and in some cases rants.

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