When it comes to using social media as a platform for targeting consumers, Facebook is always the popular suggestion but interestingly it is also the number one social media website that is mentioned when declining organic social media reach is discussed. This blog will give you tips on how to improve it and give your business a boost!
The first thing to do to improve your social media organic reach is finding out why it has declined, you won’t be able to fix it without understanding how it happened in the first place. Facebook are pushing for their own paid advertising to be used on the social media site, so many believe that is the reason why their Facebook reach is so low. Facebook’s aim is to only show ads that are relevant to the user’s interest as they want to engage users whilst they are using the platform.
Facebook only shows advertisements which will interest and engage the user.
Social media platforms are introducing their own form of SEO to promote positive user experience, this algorithm works by putting posts in a small group as small as one percent of your followers. The more engagement the post receives, the more other users will also see the post but only if it is engaging. This is hard to deliver as there isn’t a set list of what Facebook and Instagram classify as engaging.
It is important to focus your efforts in the right places, a lot of businesses make the mistake of thinking that they need to be on every single social media platform but that is simply not the case. Your target audience may not be on all social media sites, so there may not be a need to post on other sites apart from a select few. It is easy to find out what platforms you should be posting on to reach your target consumers. Here are a few tips on how to find out:
- Ask Your Audience: This might seem like an obvious way but it is surprising how many businesses who do not directly ask their audience. Simply posting a survey to find out what platform people prefer for business and for personal use will give you the answer you need.
- Analyse Share Counts: If you share blogs on your social media platforms, you should be able to look at how many shares you are receiving on posts. Comparing what platform is giving you the most shares will show you which site is reaching more of your target audience.
- Look At Competitors – Another good way of seeing if you’re posting on the right platform is by checking out where your competitors are posting. If they are not posting on the platforms you are posting on, the chances are you shouldn’t be either.
Optimising your business social media page is also another key factor in making sure you reach potential consumers. Having an easy to remember username, a recognisable logo or brand image, and a link which is trackable back to your website are all tips which will optimise your social media page.
Posts on big giant social media websites can have varied expiration dates, so it is important to post content which doesn’t have one. These posts also need to be engaging, this may be hard to do if you work in an industry which may not interest everyone but there are various ways you can produce an ‘evergreen’ and engaging post. A good tip is posting something educational and funny, using emotions is a great way of posting content that is ‘evergreen’. People are more likely to share positive posts instead of negative posts.
It was revealed by Facebook that users are subjected to around 1,500 stories a day, but to increase engagement the newsfeed only displays 300 of these, with this knowledge it means posting constantly is not the best answer. It is important to post high-quality content as this is more effective than high quantity of posts. If you post less often but with content that is high-quality, you will notice that your organic reach will increase. Spamming your page with everything you can get hold of will only decrease your organic reach. There is no scientific research to show how many times a day is best to post but the suggested amount is twice per day. Each business is different so switching each day and analysing the results may be the best way to see what works best for your business.
Another big misconception is only posting during busy hours, this is true in some cases but sometimes posting in slow hours can be the better option as your content doesn’t get stuck between others. There has been research done into when is the best time to post on certain social media platforms.
- Facebook – (Thursdays/Fridays) between 1pm and 3pm
- Twitter – (weekdays) between 12pm and 6pm
- LinkedIn – (Tuesday – Thursday) between 7am/8am and 5pm/6pm
You should look into doing research into what times are best to post for your own target audience but using these suggested times will get you started in improving your organic social media reach.
Other research shows what type of content will boost your audience activity, this graph shows that video has a high organic reach on Facebook. Posting video content may not work for all businesses so it is important to experiment and analyse which content receives the most audience activity.
Everywhere your business has a presence, your social media pages should also have a presence. Introducing a follow link on your business website and including details on business cards can also increase your organic reach.
The secret to organic social media reach is the same as the secret to ranking well on search engines. It’s all about optimisation, user experience, and high-quality content. If you start thinking about your social media efforts in the same way you think about your SEO work or video marketing, you’ll see the pieces fall into place.