Facebook “Reach” Is Reaching New Lows

last_nailThis is the news from Inc.com:

“A few weeks ago, Facebook announced that as of January, organic reach for businesses trying to promote themselves on the platform will approach zero. In other words, Facebook has made it clear that in order to reach your customers, fans, and anyone else who has “liked” your business on its platform, you’ll have to pay for Facebook ads. “Organic reach” of content from brands and small businesses will fall to less than 1 percent of all fans. Facebook Reachageddon, or the end of organic reach on Facebook, is looming, and soon.”

This means that posting to your Facebook Business Page to promote your practice is pretty much a complete waste of time. This has been a trend over the past couple years and this announcement is the sound of the last nail being nailed into the “free Facebook” coffin as we enter 2015.

What does that mean for you?

1. Keep your business Page

You should still have a Facebook “Fan” Page for your business. Make sure you choose the local business category when you set it up and fill out ALL the fields in the profile. This may be found for people searching for your business in both Facebook and on Google. Post to your business page occasionally so it’s not a ghost town, but don’t waste too much time on it.

2. Network using your personal Profile

I’ve often suggested that most therapists should be using their personal profiles for business networking. And I’ll continue to recommend that. To be clear, I’m not suggesting that you set up a personal profile with a business name. That’s against Facebook’s terms and conditions. I’m saying use your personal profile (the one you have set up for yourself already) as your networking tool on Facebook. When Google+ was released Facebook made a number of enhancements to catch up and one of these is the “Follow” button on your personal profile, which allows people to follow you without having to accept them as Friends. When someone makes a Friend request to you, they are automatically added as a Follower whether you accept the request or not and you can publish this Follow button in your site or blog. Make sure the Follow function is turned on in your profile.

3. Try using Groups

Facebook Groups are another alternative to Facebook Pages. Because they had a lot of useful functionality stripped out a few years ago, I wasn’t recommending them. In the past two years however, I’ve been experimenting with Groups (ex. 30 Day Challenge) and I’m totally back on board with Groups. What is great about Groups is that posts to the Group are likely to show up on people’s Timelines (this no longer happens with Pages). So you still have potential for viral growth which made Facebook so exciting in the past.

4. Explore Facebook Ads

Lastly, try advertising. Facebook offers the most targeted and cost-effective ad platform you’ll find anywhere. It’s not that difficult to do and allows you to deliver your ads (or posts) to exactly the group of people you want to reach. I’d suggest you create your ad through the Power Editor, but if that seems too intimidating, Facebook has made it very easy for you to advertise a post by simply clicking the little “Boost Post” button below your Page posts. See this case study.

BodyworkBiz is closing its doors December 31, 2014. Be sure to check out the BodyworkBiz Retirement Sale and pick up pretty much everything that has been produced on the site over the past 15 years – every course, client education newsletter, video, presentation kit, webinar and ebook – as part of a Retirement Sale package.

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