The Complete Guide to Growing Your Organic Facebook Reach

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Facebook empty stadiumNowadays, when I endeavor to check my Facebook statistics, I do so with the window open, birds singing, a pint of ice cream at my desk, and party jams playing on my jambox.

I must balance the bad news with some good.

Checking Facebook statistics has been bad news for a lot of us lately as we wrestle with declining numbers and shrinking reach. As the Facebook algorithm continues to change and adapt, we continue looking for answers. Why can’t we reach more fans with our updates? What kind of content should we be sharing?

What can we do about our declining Facebook reach?

The question comes up quite often, in the comments here on our blog and in discussions we have here at Buffer. We’re looking for the answers ourselves, and we believe we share this conundrum with a lot of other marketers. For our experience, Facebook has been on the decline for some time now.

  • Our posts on Facebook reach an average of 4.5 percent of our fans.
  • Overall reach has been on a slow decline for the past several months.
  • Twitter is far and away our top referral source to the blog. Facebook brings in little more than 1/3 the traffic that Twitter does.

Do these numbers sound familiar? Do yours look similar? We’re keen on finding the answers and experimenting with ways to reverse this trend and to get our Facebook content seen by more fans and followers. We imagine you’d like the same for your business. Here’s what we’ve come up with so far.

The problem with Facebook reach, explained in a single graphic

Facebook reach is on the decline for just about everyone. A study by Social@Ogilvy found that organic reach has declined to 6 percent, a drop of 49 percent from last October. In other words, if you don’t pay Facebook to boost your content through advertising, you can expect an average of six people to see your content for every 100 fans you have.

Facebook Organic Reach

 

Facebook has its reasons for limiting organic reach, of course. The sheer volume of users, brands, and content on Facebook makes it such that the news feed could become a vastly overcrowded place without Facebook’s intervention. More than 18 million business pages are competing for space on Facebook.

There are other financial reasons, too. One of the quickest ways to boost your reach is by paying Facebook for advertising. The connection is not lost on Convince and Convert’s Jay Baer who put two-and-two together to come up with this mashup graphic of the declining Facebook reach and the rising Facebook stock price.

Facebook_Chart

How Facebook calculates what shows up on your news feed

The short answer here is that no one knows exactly how Facebook determines what shows up or—more frustratingly for marketers—what doesn’t show up on a news feed.

What we do know is that the process is complicated. According to Facebook engineer Lars Backstrom, as many as 100,000 individual weights go into the model that produces a news feed.

So the solution to declining reach is not as simple as tweak this or fiddle with that.

There are a few elements of the algorithm that are public knowledge, including the following:

  • Post types (e.g., photos vs. text vs. video) that receive the most interaction from a user
  • Which posts a user hides or reports as spam
  • A user’s interaction with Facebook ads
  • The device and Internet speed of a user

In addition, the three pillars of EdgeRank, Facebook’s original news feed ranking system, remain part of the current news feed algorithm.

Affinity – This refers to your relationship with the user, how much he or she interacts with your page.

Weight –  Facebook places priority based on post type, giving top priority to videos and photos.

Decay – How old is your post? The longer your post has been around, the less likely it will be to show up in news feeds.

Here is a snippet of an infographic by PostRocket that sums up how these EdgeRank factors work:

Facebook EdgeRank formula

While not the only factors in the news feed formula any more, these EdgeRank areas do still hold value, and you can strategize a little by optimizing in these places. There’s no cut-and-dry answer for how to get your content into a news feed, but at least this gives you a place to start.

A counterintuitive way to combat Facebook reach: Stop caring about it

Maybe we’re looking at Facebook reach all wrong.

That’s the theory posed by Jon Loomer who suggests that our pursuit of more reach is misguided.

Facebook reach might mean very little.

We could be chasing the wrong stats.

Not to be making excuses here, but it’s hard not to chase Facebook reach. The number gets top billing on Facebook’s analytics, and it appears on each and every update to a Facebook page telling us how many “people saw this post.”

Facebook reach

Loomer’s point is that there are better indicators of success than reach, and these are the numbers we should be more concerned about.

Reach means very little because it is rarely a good indicator of success.

If you’re an advanced Facebook marketer (and I know you are!), you measure things like traffic to your website, leads and purchases that came as a result of your efforts on Facebook.

If you follow your metrics closely (and I know you do!), you know that a high Reach doesn’t guarantee these things.

He even goes so far as to be grateful for a page’s small reach. In essence, Facebook is showing your update to only those fans and followers who are most engaged with your brand and who are most likely to click, share, and interact with your content. Facebook is doing the efficient thing, sparing your content from those who wouldn’t care or click in the first place.

It’s an interesting idea and one that might make us all quite a bit saner when we’re checking our Facebook stats. As you can see below, if we were to base our Facebook performance on factors other than reach, the Buffer page would be quite a bit more rewarding to check.

Reach vs. engagement

 

6 tips to expand your Facebook reach

Jay Baer, who connected the dots on Facebook’s declining reach and burgeoning bottom line, came up with a few solutions to fixing the problem of reach.

  1. Forget Facebook and go to Google+ and Twitter.
  2. Pay for advertising on Facebook.
  3. Get better at Facebook.
  4. Enlist others to do your Facebook marketing on their own profiles.

If you’re interested in Solution #3, then the ideas below should help you brainstorm some ways to grow your reach organically. (We’ve got tips for Google+ and Twitter, too, if you’d rather pack up shop and move on.)

1. Try the cultivation strategies used by Fortune 500 companies.

A research study published earlier this year in Public Relations Journal looked at how Fortune 500 companies and non-profits strategized to grow their brands on Facebook.

In particular, the study looked at six cultivation strategies:

Openness and disclosure – Showing what goes on inside the company

Access – Showing availability for customers and fans to reach and interact with the company

Positivity – Efforts to make a customer’s experience enjoyable and pleasant

Assurances – Making customers feel that their concerns are important and valid

Networking – Showing shared interests with followers and fans

Sharing of tasks – Collaboration with followers and fans to solve problems of mutual interest

The top three strategies used on Facebook were openness and disclosure, access, and positivity. 

What might these strategies mean for you? Openness and disclosure could mean a shift toward more transparency on your Facebook page, sharing the inner workings of your company with your fans. Access could be as simple as sharing ways to that your customers can interact with you, and positivity could be part of your social media marketing voice.

2. Post at non-peak times.

There is a lot of research about the best time of day to post on Facebook. These studies make for a great jumping off point for experiments with your own sharing schedule. You can test and iterate from there.

Another interesting way to look at the question of “when to post” is to take the opposite advice from what most people tell you. Instead of posting when the majority of your audience is online, try posting when the majority of your audience is offline.

We’ve covered this effect before in our discussion of social media frequency, calling it the late night infomercial effect. Basically, it works on the assumption that when there’s little else being shared online, your content is more likely to stand out.

Again we’re grateful for Jon Loomer trying this theory out on his Facebook page. He compared the content he posted during peak hours (6:00 a.m. to 3:00 p.m.) with content that he posted during non-peak hours (10:00 p.m. and 3:00 a.m.). He even went so far as to break the posts down into types: photos, links, and updates.

In every case, the reach was greater for content posted on non-peak times.

Organic reach comparison

There are some interesting theories for why this is the case. First, this bump could be due to the late night infomercial effect where Loomer’s late-night content faced less competition from other updates and shares at these times. Another reason could be audience. If you enjoy an international following, then many of them could be online during your off-peak hours.

Interestingly, this content could also benefit from an extended stay at the top of the news feed because of all the attention it gets late at night. When the peak hours begin and users log on for the first time, the late-night content will have had time to gain popularity and could surpass many of the brand new posts that have yet to gain traction. Posting at night might mean starting at the top of the page in the morning.

So where do you find when your peak and non-peak hours are? Facebook Insights has a helpful chart that you can access by clicking on the Pages tab at the top of your analytics dashboard. Here is what our fan timeline looks like at Buffer:

Buffer Facebook page audience online

We may want to try the 11:00 p.m. to 1:00 a.m. window for ourselves.

3. Share original, behind-the-scenes photos of you and your team.

We had the fortune of going on a Buffer retreat to South Africa recently, around the same time we started experimenting with ways to grow our Facebook reach. Wouldn’t you know it that our retreat led to some pretty amazing opportunities to share original content on Facebook!

Facebook safari photo

We shared safari pictures, workday videos, and much more from our retreat, and as you can see from the below numbers, these posts worked quite well. (The retreat posts are marked in orange.)

Buffer status updates

Of course, now everyone’s back home. How can we keep this up when we’re not in South Africa anymore? How can you make this work for your own business when you’re not coming and going from retreats all the time?

We’re anxious to find the answers for ourselves. The first place we might start is with sharing behind-the-scenes photos of the way we work at Buffer, along with a continued push on insider videos from our founders Joel and Leo. We’ll be sure to let you know how it goes.

4. Engage your community with questions.

Another strategy we’ve started employing is asking engaging questions as status updates. There are no links in these updates. No selling. No informing. We’re simply interested in hearing from our audience.

Facebook engagement

Here are the numbers on those tests.

reach of question posts

In every case, we received more than 1,000 people in our reach, which is an above average result from the rest of the Facebook content we post.

Like the behind-the-scenes retreat photos and videos, asking engaging questions gave us enough bump that it’s worth pursuing further to see if we can impact Facebook reach for all posts. If certain elements of the Facebook algorithm are to be believed, the engagement here could lead to the improvement of some of our news feed factors in the long run.

5. Share self-explanatory photos.

You have likely heard the advice to share photos on Facebook. But these aren’t just any photos.

We ran some tests awhile back and determined that it takes a very specific kind of photo to see results on Facebook shares. Our internal rule is this:

“Posting pictures to Facebook only works well if the pictures are self-explanatory.” 

When posting pictures to Facebook, they should be detailed enough that a person can understand your content without reading any of the text you added to the update. Here are a pair of examples (one good, one less good) from our own Buffer account:

Example #1:

fb2

 

Example #2:

fb1

We obviously have not been immune to following the “post more pictures” advice blindly. Now that we know the value of a self-explanatory photo, we’re using it to create more high-quality image posts that will hopefully drive our engagement and our reach.

6. Look at the numbers differently.

The beauty of this tip is that it takes no marketing plan whatsoever to work (just some data extraction and finagling).

The key here is to look at reach from a different perspective.

Facebook makes it easy to see the reach of individual posts, and these are often the numbers that can bring you down and send you into crisis mode. Instead of focusing on reach from a granular level like individual posts, it makes more sense to take a step back and view your reach on a daily and weekly basis.

Jon Loomer tried this tactic with his Facebook page, and he noticed that instead of an individual post reach as low as 8.6 percent of his total fanbase, he reached 26.8 percent of his fans with daily organic reach.

Digging up this stat will take a bit of work. You’ll need to go to your Facebook page analytics and export data by clicking the button in the top right corner. The export button will open a popup where you can select what you want to download.

Facebook data

Under “Select Data Type,” be sure that “Page level data” is selected.

When you open the data file, you should see a column for Daily Organic Reach, and this can show you how well your page did from a slightly more positive vantage point.

Takeaways

What can we do about declining Facebook reach? We have options—paying for advertising, going some place else—and we have some organic tricks to try. If you decide that Facebook is worth it for your business (and with a userbase of over a billion people, your audience is likely there somewhere), then hopefully these tricks can help.

  • Be transparent, helpful, and accessible.
  • Share behind-the-scenes content.
  • Engage your audience with questions.
  • Share self-explanatory pictures and visual content.

And if all else fails, take some pressure off by not worrying about reach so much. There are other stats you can chase with just as much fervor.

What has been your experience with Facebook reach? Are there some tactics you’re trying to boost your numbers? I’d be interested to hear your experience and what you’re up to. Please do share in the comments.

P.S. If you liked this post, you might also like 9 Ways to Counteract Facebook’s Big Algorithm Change and 6 Recent Facebook Changes You Should Know About.

Image credits: Andrew Morrell Photography, Convince & Convert, PostRocket, Jon Loomer,

  • Steven Miller

    For many of our clients, we are creating content for those already engaged with the page to deepen the relationship. Content production is focused on helpful articles, messages of appreciation and other pieces of content a brand advocate would enjoy. If you chase after the attention of those who are not already seeing your posts, you just spin your wheels while alienating your core community.

    • http://blog.bufferapp.com Kevan

      Great point, Steven! Have you seen positive results with your page stats, too?

      • http://www.caddis.co Steven Miller

        Hey Kevan, we’ve been seeing a slight decrease in reach, but increase in engagement – which meets our goals for the way we have decided to use social media. It serves us better as a platform to foster existing relationships rather than spread awareness and try to build new ones. Have a good Friday!

        • http://www.entertainersdoyou.com Carlos Herrera

          I think that’s the key

  • Annalise Kaylor

    Great post, Kevan. I could not agree more with Jon’s approach to looking at data from another point-of-view. One area of which I am personally fond is the “negative feedback” insights. When you look at a daily level, you can see how many people “hid” your posts, “hid all” of your posts (effectively “unliking” the page), or reported your post as spam.

    Sometimes it isn’t about figuring out what your audience does want, it’s figuring out what they don’t. Look at what you posted that day, and consider how that might affect your future performance.

    Along similar lines, I find looking at the “daily people who interacted…” tab to be highly informative. Look at the days that people clicked a lot on certain photos. What photos were they? What about them was more compelling than others? Why did the one photo of X get more clicks than the other? The “other clicks” column on this tab often correlates to photo views in my experience, another clue into what performs well.

    On Facebook, if you’re Coke, your competitor isn’t Pepsi. It’s competing with people like my mom, my sister, my boyfriend, and my former roommates for my attention. To do that well, you have to get granular. The companies that have put the most effort into return on relationship over return on reach (and like) will continue to see results. They may not be as high as they once were, but they’ll be quality.

    • Rebecca

      I love everything you just said! Especially the last metaphor.

      • Annalise Kaylor

        Thanks, Rebecca!

    • http://blog.bufferapp.com Kevan

      Incredible stuff here, Annalise! These are some really great points. I love how you’ve identified some helpful stats here – it’s almost a blog post all its own. :) Thanks for sharing.

    • http://www.certifiedfoodies.com/ blankPixels

      “On Facebook, if you’re Coke, your competitor isn’t Pepsi. It’s competing with people like my mom, my sister, my boyfriend, and my former roommates for my attention. To do that well, you have to get granular.”
      — I love this part most especially. :) Very good points, Annalise.

  • http://www.babydoodah.com/ Jillian @ Baby Doodah!

    I have literally been pulling my hair out trying to figure FB out. Thank you for this well-timed and well-written post… I’ve already investigated when my peak hours are and plan to start posting more then. Love this!

    • http://blog.bufferapp.com Kevan

      Awesome, Jillian! So glad I could help out here. :)

  • Seth

    A question to ponder… we are a 10k+ fan page church still avg about 8-10%. Do you think FB will ever consider a non-profit exemption to paid brand promotion? One of our values is that we haven’t and won’t do paid advertisement. Just not who we are… Any buzz from that demographic?

    • http://blog.bufferapp.com Kevan

      Interesting question, Seth. I haven’t heard any buzz on the topic and I’m not sure to what lengths Facebook would go if it means losing out on revenue. I think it’s great how other companies have discounts and exemptions for non-profits – just not sure Facebook would take the plunge!

  • YolandaforAlexa Byrd

    Well, my daughter is an artist. We opened her a FB fan music page around May of 2012, which was right before her first video shoot to one of her songs. As of today, she has about 147 like’s on her page. I did pay for promotions about 4 or 5 times when they were $15.00. I hadn’t paid for promotion’s since early or mid 2013. At this point, I still post updates & pictures.. This is really my Facebook experience. I’m not dis-satisfied with FB, I just keep trying & doing my best to reach more fans. I make sure that I keep in mind that no one is perfect so, the term “best” is all anyone can do…..

  • http://tanyalumere.com/ Tanya Lumere

    Hi Kevan, Lovin’ your great Facebook strategies. Your ideas regarding “share self-explanatory pictures” inspires my creative mind. And I hear ya, with those “non-peak hours”, I’ve totally thought about that. Vethy interesting :)

    • http://blog.bufferapp.com Kevan

      I’d love to hear how these strategies work for you!

  • albertkaufman

    Great information, thank you. My 30 pages are not having nearly the reach they did. Back to Constant Contact!

  • Anadi Sharma

    I want to talk about the daily analysis on the reach and not per post. But don’t you think there might be redundancy in users accessing the content, but when we consider daily users, we tend to consider visitor to each post as a unique one. I guess this is a flaw. Please correct if I am wrong.

    • http://blog.bufferapp.com Kevan

      Yes, great point, Anadi! I worried, too, that there might be redundancy in tracking daily reach, but I believe that Facebook’s Daily Reach stat accounts for this. Thanks for clarifying this point. :)

  • fotopresss

    im puzzled by the decline of reach too.
    For some time i paid Fb to do the advertising but, but among my 195 followers there is never a constant readership of 20 people. As if im being tricked.

  • Alexandru Amoq

    Just fine.

  • elyse salpeter

    This was a great post – I’ve been blogging on helping authors with this very thing (more from a layman’s angle) and this article was incredibly helpful.

    • http://blog.bufferapp.com Kevan

      Thanks, Elyse!

  • Deborah Perkins

    Very timely article, Kevan- thank you for writing. Have been so annoyed with the limiting of posts in order to monetize my page! Was wondering if public profile or fan pages (such as for an author, which I am) are subjected to the same dwindling organic reach algorithms? Unfortunately, I set up a website page and FB does not allow you to import likes to a public fan page. Not willing to compromise my private account by opening it up to “everyone,” though. Wish I had known more about pages before creating one. Any tips?

    • http://blog.bufferapp.com Kevan

      Great question, Deborah. Updates shared to a profile typically enjoy a bit more reach than updates shared to a page. If that’s enticing to you at all, Facebook does allow profiles to be “followed,” which might make you feel a bit better about privacy? We wrote more about it here:

      http://blog.bufferapp.com/9-ways-to-work-with-facebooks-big-algorithm-change

  • Nikitha

    Nice post Kevan though im new to FB, i understood the FB Terminology quite easily… tx for sharing this post..
    Will try some of the strategies discussed above..

    • http://blog.bufferapp.com Kevan

      Awesome! Hope you see great results with these.

  • grace

    HI Kevan – interesting thoughts. Just thought that i’ll share a couple of notes about what works and what doesnt.

    1. like you mentioned, asking for responses work. And if you run an international page like Buffer – asking for where the commenter is from is a sure-fire way to get conversation going. (fb.com/lenovo does it to great success)

    2. being as close to a personality works as well. I have no idea who said that corporations have to speak in a formal way… but quite a lot of them do that. i think there’s an avenue to show your personality and yet get your messages across. (my favourite page = mayhem)

    3. good content is rewarded always, as is real time marketing – or references to the real world. even acknowledging the bad weather in a location works.

    BTW here’s the latest from FB: http://newsroom.fb.com/news/2014/04/news-feed-fyi-cleaning-up-news-feed-spam.

    thanks for sharing!

    • http://blog.bufferapp.com Kevan

      Wow, really great advice here, Grace! Thanks so much for sharing. We might have to borrow your tip about asking where the commenter is from. :)

      • grace

        looking forward to seeing that! :) Have a great day ahead Kevan!

  • http://113tidbits.com/ tony greene

    Started the migration from BLUE thumb to G+. Three months and not looking back.

  • http://www.idachiavaro.blogspot.dk/ Ida Chiavaro

    I’m bookmarking this for the day I become ‘an expert’ but until then this line “sparing your content from those who wouldn’t care or click in the first place.” is not entirely true – because I like pages I want to be updated by, and hate it when they suddenly stop showing up in my feed…

    • http://blog.bufferapp.com Kevan

      Ida, I’m the same way with the pages I like! I had no idea that people would like pages and not want to see all the content. Guess we all approach FB a little different, eh? :)

    • Brittany at 17 Hour Days

      A lot of people like pages that they don’t want to see updates from. I see this with bloggers all the time, for example. Some will all like a ton of pages to get the likes in return to boost their own numbers, or if someone likes them, they will like back to be polite. I don’t personally care for this strategy, but I see it a lot! Also, many people like companies because they like their products, but that doesn’t mean they want to see every single update.

      • http://blog.bufferapp.com Kevan

        I think you’re spot on about people liking certain products but not necessarily a company’s updates. Great observation, Brittany!

  • http://mamalaomaui.wordpress.com Malia Bohlin

    Thanks for a great summary! As you know, a lot of us have been experimenting, guessing, playing with new tactics, and even giving up at times.. Your post is full of both good information and more ideas to play with :)

    • http://blog.bufferapp.com Kevan

      So awesome to hear, Malia! Hope you can report back with some great results. :)

  • aaronlifrd07

    What is the point of having a #facebook fan page if your fans can’t see your content?

    • http://blog.bufferapp.com Kevan

      I think you speak for a lot of people! :)

  • Talking Finger

    Let’s face the facts…Facebook had been planning this for years before they went public on the stock exchange. They did not do this to protect fans from their own news feeds, they didn’t care about overcrowding….this was an intentional plan to someday monetize the site in greater capacity.

    That being said, it was a poor way to treat the many small businesses who spent years cultivating and engaging their audiences with good content only to hide content going on in a forced “pay to play” model. I do not believe anyone has a problem with this model. We fully expect that ad/marketing isn’t “free”. it was just the way facebook pulled the rug out from page owners.
    In essence, they should have developed a pay to play model to generate and engage with NEW fans, and allowing existing to see all content from a liked page unless they opted out. It is as if facebook took it among themselves to opt people out for them.

    It’s akin to if I buy a CRM program/dashboard. I create my entire crm database and begin using it. Then the CRM developer comes back to me and says…”oh by the way, you can only access now 6% of your database. You will need to pay us for each client you want to contact in your database for now on.”

    Onward and forward…

    Good content trumps all and always has. Now you also need to decide what content resonates and Boosting it for a few $’s to really propel that content. I see many companies now spending too much $ trying to boost poor content instead of concentrating on reading analytics to see what resonates, and boosting this. Budgets can be as low as $50/mo. Compared to other outlets, this is still dirt cheap.

    The Facebook issue is also a glaring beacon of why you never rely on any single social network for your ad/marketing/relationship/advocacy initiatives. We have always directed clients to seek out a couple of social networks that matches (or closely) the demographics of the target audience. Facebook is great…love it and have been on since early 2007. However, it is not the only network that generates an ROI.

  • Carole@RusticArtistry.com

    I’ve had success increasing post views and engagement by seeking out great photos that resonate with my fans AND are related to my category of rustic decor. I post at least 5 of that type for every 1 that’s an item from my online shop, thus increasing the number of people who get shown those posts. Currently my “people talking about” number is 4 times greater than my number of fans. Of course, not everyone heads over to my website but I increase my odds with each new fan I get.

  • Blogercup

    Thanks for providing good article on The Complete Guide to Growing Your Organic Facebook Reach. http://www.blogercup.com

  • Augure

    What we are all waiting for is non-corrupted company (ie. unlike Facebook, Google or Twitter) to release a new social network, that is simultaneously accessible by everyone (not that vip invite bullshit that killed Dispora or even Google+) and just works (of course it takes intelligence and a good sense about how it should work).

    Facebook is the worst thing that has happen to the Internet or even the social interactions: it had and is alienating people way further than any media ever did, the stupid updates which always remove useful things and add more spam, restrictions and complexities have been the most frustrating of all web/desktop app even, and they’re just abusing of their monopoly.

    But everybody say the same things: I hate Facebook but right now it’s the only place I can connect with everybody. Once someone has figured a simple, smart way to easily get everybody on board of a surveillance, spam, reach restriction free social network (with all the algorithms and choices it entails), then you can be sure millions of people leaving it will even let a “Fuck Facebook” as their last post.

  • http://www.rigginsconst.com/ Bridget Willard

    I agree.

  • http://www.lklawless.com/blog Laura K. Lawless

    I’ve increased mine ( https://www.facebook.com/FrenchLanguage ) from 12-15% to 30-50% by (1) posting several times a day, 2-3 hours apart and (2) varying types of posts: photos, cartoons, news, lessons, jokes, books, etc. I also try to like or respond to every single comment.

  • Agnes Dadura

    Even though I don’t use Facebook Pages (using it for private stuff strictly) your post taught me quite a few interesting things. I think the non-peak time posting would be also true to with some other platforms. Great post *thumbs up Facebook style*

  • Matt Johnson

    Haha you used a picture of my facebook comment in this!

    Very Cool!

  • http://riverrunmarketing.com Tim Ludy

    Simplest breakdown of exactly how Facebook’s Algorithm works that I’ve found, thanks Kevan! The tips on how to work with it are great but I still feel like you can’t really spend time on Facebook without spending some money on Facebook ads. Would love a post where you go over some strategies for that.

  • realfacebookexpert

    Best
    strategy currently is to avoid posting machine-style like a newspaper
    i.e. daily or twice daily – because this approach will only weaken
    organic reach in your community. Nobody communicates like that in real
    life. It is better to post ONLY when you have something outstanding to
    show or say, something that is ideally designed to interact with it
    (share, like, play, click link etc). Here is how you do it: You prepare
    in time and create this type of outstanding content and post it in short
    intense waves of 2-4 posts. The initial post must be supported with
    media money, so that really all of the community sees it (depending on
    the organic reach i.e. the state of your community is in = smaller
    communities typically having good organic reach but big communities
    normally having weak organic reach, see numbers in this bufferapp article) . It also cannot hurt to post this initial post in 2 or 3 text / image variations 2 or 3 times on this day to cover all time-slots. People that don’t interact with any of the variations are considered as not interested in the subject and its OK they see less of what comes next: The follow-ups posts of your wave. They are played in quick succession (1-2 days)
    and will reach people that interacted with the first post organically due to tight timing and “last actor” parameter
    i.e. without media money.After 2-4 post the short intense wave is
    finished – your fans can take a breath and relax from your content.
    Your community managers and creative social media agency can make a
    break and think about the next great idea to come up with instead of firing more mediocre daily posts pulling down organic reach.

  • RachDe

    I think all of your information in this article, as well as other articles that you have written have been amazing to read through. Thank you for your insight and hard work in your area of expertise!

  • Leith

    Thank you

  • http://www.certifiedfoodies.com/ blankPixels

    Wow! This is a very useful and insightful post. I’ll definitely share this with my team. :) Thanks!

    #5. Posting pictures to Facebook only works well if the pictures are self-explanatory.
    – I completely agree! I’ve observed that most of our successful posts are those that are self-explanatory. For us, we usually add a quote or the title of the article on the image we’re using so people would immediately know what we’re posting about. It has been very effective.

  • http://113tidbits.com/ tony greene

    Why do sites like this put comments in “moderation”? Isn’t there a strong enough filter within disqus to drown out the profanity? Or is this done to stifle an opposing view?

    • Courtney Seiter

      Hi Tony! Disqus tends to do this with comments it believes are spam. For example, I’ve grabbed a screenshot of a few on this post with the “moderation” label (before I deleted them). We’re always happy to hear all point of view here! :)

      • http://113tidbits.com/ tony greene

        Ooohh!!. That’s how that works..lol. Thanks for enlightening me.

  • http://www.entertainersdoyou.com Carlos Herrera

    Great informative Post!!!

  • Kim

    This is a good read, except there is one huge error on your part and on Facebook’s part.

    “Facebook is doing the efficient thing, sparing your content from those who wouldn’t care or click in the first place.”

    By ‘liking’ a Facebook page, I’m flat out saying I like the company and want to see its content. Period. I want to see ALL of its content. Why does Facebook conclude that just because I don’t click like, comment, or share, mean that I don’t want to see that content? Facebook also does not make it known to the everyday user that he/she needs to interact with a brand or person in order to see its content…so it defeats the entire purpose. This whole algorithm is just its ploy to raise stock prices.

  • بازی
  • Ace Rich

    Very detailed thanks Kevan! This really helped me out tonight

  • http://www.methodsocialmedia.com Rosemary Smith

    A well written article offering valuable advice. I plan to use the simple tips you offer on achieving organic reach in Facebook

  • Leah

    Thanks! Not only was this article super helpful, it was a relief to know that my challenges in dealing with declining reach are normal. Really appreciate the help and insights!