Contributed by Jason Alleger
As of June 2012, 80 percent of American companies have a Facebook page. Most companies post one to two updates to their pages every day. Yet it is estimated that only 16 percent of their fanbase will actually see their posts.
Yes, that is correct, if a company has 1,000 Likes, only 160 people on average will ever see their updates. Facebook uses algorithms based on how often you log on, the number of friends you have and how many brands you Like to determine how often to show a company’s post.
We have had success using Facebook’s sponsored stories and promoted posts to amplify our messages. For example, for one of our clients we compared its reach during and post campaign. You’ll note we went from reaching around 100,000 people per day to around 600 people per day.
This client has approximately 2,600 Likes, which means with paid posts it reaches 38 times its fanbase, whereas organically it is only reaching less than a quarter of its fanbase.
As a word of caution, promoted posts and sponsored stories only work well with good content. To get the best results, you must marry these tactics with good quality content. If people do not interact with your promoted content, Facebook will charge you more for spamming your audience. Facebook’s newsfeed is built for conversations. If you want an ad, put it on the side bar.
Sponsored stories and promoted posts are excellent options for companies looking to boost the number of eyeballs and amount of engagement on a company’s post.