While almost everyone in the marketing world seems convinced Facebook is a must for building your brand, here’s a different view to consider. Investing in marketing on Facebook yields little return compared to database marketing and certainly won’t deliver the big rewards and new clients everyone is talking about.
Why? Because despite all your efforts, you could be talking to an empty room.
The key reason for this is the sheer quantity of content on Facebook. Every hour, hundreds of posts flood into news feeds causing a significant decline in organic reach, or the total number of people who see your posts.
According to Localytics, ‘The average organic reach for posts from Facebook pages in March 2015 was 2.6 per cent of a brand’s audience. […] This percentage dropped to 2.3 per cent for pages with more than one million likes.’
Of course, just because you’ve posted something, doesn’t mean friends and followers will see it or engage straight away.
Assuming all your followers are online when you post, here are some statistics from Marismith explaining why content delivery using Facebook is compromised:
- On average, each Facebook user has 338 friends. Just 15 per cent of users have more than 500 friends.
- Facebook has a pool of 1,500 to 15,000 pieces of content that can potentially appear in your newsfeed.
- Facebook uses a ranking algorithm which determines what you’ll see based on, for example, how many mutual friends like the content, how often you interact with the person/page, when the post was published and what types of content you normally interact with. If you like more videos, Facebook will show you more videos. If you like links it will show you links..
- Finally, out of the 1,500 to 15,000 potential stories you could see, Facebook passes the content through another major algorithm and drops approximately 300 stories into your feed.
Social media service Buffer recommends, businesses post 1x a day on Facebook and LinkedIn, and 14x a day on Twitter. However data shows posting more than once per day on Facebook significantly decreases click through rates.
Also more than one email per day is understood to be grounds for immediate unsubscribe, but 7x a week is not too much for high-quality content.
Assuming one post per weekday is ideal, here’s what you might expect to see for the optimal content sharing scenario for a company with 100,000 fans/followers/subscribers:
|Media||Posts||Views||Clicks per month|
|5 x week||52,000||2,600|
|98 x week||60,000||2,500|
|10 x week||400,000||2,600|
|5 x week||400,000 reads||120,000|
Taking all this into consideration means you’ll most likely do better by paying to give your posts a wider reach or simply advertising on the platform, rather than hiring someone to do your social media. In other words, Facebook is just another way to advertise along with email marketing which also seems to work well.
Sure, in this day and age, you have to use Facebook, but think of it as another administrative necessity.
Now, take a break from it and start working on LinkedIn to enhance your database and online presence!