The Truth About Marketing on Facebook

The Truth About Marketing on FacebookMore than likely, you have heard the complaints, rumors and general “scuttlebutt” about the difficulties businesses are having marketing through Facebook.

In general, if you have a Facebook business page, Facebook does not guarantee that all of your Facebook fans will see your posts. In fact, only a small portion of your Facebook fans will – unless you pay Facebook to advertise your post and business page.

For example, my Facebook page has almost 900 fans; however, anywhere from 22-151 people see my posts (at best, 16% of my fans). The more interaction my post receives, the higher the reach, but it’s difficult to reach all of your fans organically. This is by design. Facebook is a public company, and its advertising is a source of revenue.  As some people say, you have to “pay to play” if you want to market your business through Facebook.

Make a decision about Facebook

Given this information, the first question you need to ask yourself is if Facebook is the right social media platform to reach your ideal audience. Just because it’s the largest social media network in the world doesn’t mean it’s a good fit for your personal branding efforts. Take a look at the latest demographics about Facebook users and make sure it matches the demographics of your target audience – and only proceed if there’s a match.

Additionally, consider other aspects of Facebook marketing:

  • Do you have time to make at least one post a day on your Facebook page?
  • Do you have time to monitor your Facebook page for questions and comments?
  • Are you willing to engage with other Facebook pages to grow your audience?
  • Do you have a resource to help you keep up with Facebook marketing changes?

And finally, if the demographics are a match and you can say “yes” to the other considerations, ask yourself one final question: Do you have any kind of budget to help you advertise through Facebook?

Yes? Then make a committed decision to market through Facebook. Be patient, and experiment with different posts, posting times and wording. Talk to your Facebook fans like you would at a real-life networking party: ask them about their vacation plans, tell them about your dog and comment about your hometown team’s sports victory. When you’re conversational and not overly promotional, you’ll have more organic success on Facebook.

Facebook is not the only social media site

If Facebook is not a good match for your personal brand, do not despair because there are many other social media networks out there, including Google Plus, LinkedIn, Twitter and Pinterest. Take time to research each social media platform, asking yourself if its demographics match your ideal audience, and if it’s a good fit for your schedule and lifestyle.

With some research, you will probably find at least one or two social media sites that are a good fit for your overall personal branding strategy. Just like with your Facebook analysis, if you find a social media site to be a good fit, make a committed decision to use that platform for your marketing.

When many people hear social media marketing, they automatically think “Facebook.” And for good reason! However, it doesn’t mean it’s the right fit for you. Do your homework, and find the right social media platforms for your objectives, audience and message. If it’s Facebook, then you will have to play by Facebook’s rules. If not, you’ll find plenty of other social media sites that will help you grow and promote your personal brand.

Photo courtesy of Justin T

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2 thoughts on “The Truth About Marketing on Facebook

  1. Jimmie

    If you are reaching 16%, you are doing pretty well. The typical reach is supposed to plummet to 1-2%. We saw that with my small biz page before we abandoned it. Yesterday I unpublished that page and deleted two others that I was not monitoring or posting to. I finally realized that leaving them there neglected looked worse than having nothing.

    Reply

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