The death of the organic Facebook reach is obviously something digital communicators and marketers are watching closely, and not really sure what to do about. I am definitely one of the masses.
While the big companies can pony up the money to “pay to play,” that is simply not the case with government communicators. Budgets have shrunk [or continued to shrink], meaning even less money available for paid marketing, especially online marketing.
Even if government entities do pay to push more of their content to their followers, the ugly cries of “wasteful government spending” sound. Again, that is if there is even money available.
Herein is the double-edged sword — residents don’t want their governments to spend tax dollars ineffectively, inefficiently and wastefully, but they want — and need — to be informed. What’s a government to do?
For many, it has taken years to build a decent following. Personally, it’s taken three years to grow our page by 1,000 to 5,723 fans. Then it becomes very disheartening to see text-only posts reach five to 10 percent of your fanbase — even down to less than one percent for some post types!
So what are we going to do? Take a good, hard look at our social media. From there? I’m not really sure. Twitter will likely get more focus. It’s possible we may look into diversifying our “social portfolio,” and work more in LinkedIn, Google+, Instagram and Pinterest.
One of the best ways to combat this is through direct emails. But even there you need be careful to not spam and over-email subscribers to cause them to unsubscribe.
Facebook is already hemorrhaging younger users. Are brands next to ditch Facebook? Only time will tell.