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And will posting more often compensate?
An article posted on Google+ by Mark Traphagen of Stone Temple Consulting referring to a report by Simply Measured, indicated that Facebook engagement for top internet brand companies (including Disney, MTV, Mercedes Benz and Starbucks) drop by more than 40% from May of 2013 to May of 2014. Simply Measured attributes the drop mostly to algorithm changed while also noting a 20% increase in posting among the brands.
My initial reaction – if the drop in engagement is due to algorithm changes, how does posting more often compensate? After all the new posts are still , aren’t the additional posts subject to the same algorithm changes?
The discussion centered on the value of additional posting, brands focusing more on organic reach, why it’s hard on Facebook to access fans (something far easier on Google+) and a little advice on how to access those fans.
The one question all of the discussion raised for me – What really caused the drop in engagement and does it really matter:
“The drop in engagement may have nothing to do with the brand or FB’s changes and therefore of no real concern.
What if Facebook users simple don’t feel as compelled to engage? Could they be burnt out? Feel like the engagement gets them nothing and is more a time waster? If that’s the case, then regardless of what a business/brand does, unless you stir up some controversy or ‘hit a nerve’ your fans will remain quiet. [However, being quiet does not necessarily translate to a negative sales impact].
I’d be curious to see what affect the drop in engagement has on sales, brand identity, etc. I can tell you from first hand experience working with a number of clients over the years that engagement does not always directly correlate to sales. Just because I don’t engage doesn’t mean I’m not paying attention. I may see your post, stay silent yet still make a purchase or spend time on your website. How do you track that, especially if while I found you on Facebook [initially] and rather than following a link [on your page I] simply went to Google and searched [for you organically?]”
Your engagement clearly dropped yet your efforts still resulted in revenue.
The big challenge in social media is how to truly measure your activity and for that matter how do you alter your social media strategy to continue to drive sales and revenue in the face of declining engagement?
Does A Drop In Facebook Reach Really Matter?
Personally I don’t put much weight on the reach figure. First, I find it untrustworthy given the fact that on some of my own posts where there were the number of unique commenters was greater than the reported reach. Second, in much the same way engagement has dropped yet doesn’t matter, the same holds true for reach.
The first post clearly had stellar reach at 908 even if we ignore the dark orange indicating paid reach while the second post only managed a reach of 127. HOWEVER, the overall engagement levels were 120 and 105 respectively. The second post had a reach of a mere 14% of the first yet still managed an engagement rate at 87.5% of the first! Better yet that second post had a much high post click rate (66 to 51) in driving traffic to this blog!
Clearly Facebook post engagement and reach don’t really matter.
If you’re concerned with your organic reach and looking to learn more about how to gain visibility for your Facebook posts (or have any other social media questions, thoughts, concerns, I’d love to talk over a good cup of coffee – and the coffee is on me!
Certified social media nut and coffee lover
Robert Nissenbaum is a successful small business owner with more than 20 years of marketing and sales experience. Using the same social media and traditional marketing techniques he leveraged to brand and drive revenue for his own businesses, he works with other small to medium sized business owners to do the same. His methodology is based on his own practical experience leveraging inbound and outbound platforms with a revolutionary approach and philosophy. His methods have been applied successfully to retail, service and non profit based organizations.