Are you getting less return on your organic reach across the social media platforms? Well, you’re most certainly not alone.
The business community has seen a significant downturn in organic reach for a number of years. Facebook announced as far back as 2012 that organic reach would be no higher than 16% for Business pages.Subsequent years have seen even this percentage decline, with no more than 11% reported in 2015 and the first half of 2016 dropping well into single figures.Of course, Facebook is by no means the only outlet for social marketing – far from it. But that doesn’t mean the challenge for effective, lead generating reach is any easier on the other key platforms. Twitter, LinkedIn, Instagram et al are all enormously populated and the competition to be seen and to generate new enquiries upon them grows fiercer by the day.
Does this mean that organic reach has become a pointless exercise?
There’s still an audience out there, waiting to be dazzled by your brilliance.
But in such a rarefied and competitive environment, you need to be sharpening the strategy applied.
As with all online marketing strategies, analysis and insight is one the vital first steps towards increasing opportunities for success.
Understanding what your potential customers like and react to online can play a major role in delivering greater results. Facebook, Twitter, LinkedIn and Pinterest all have analytics pages and can provide you with a plethora of golden information.
Which posts have received the most attention? Those updates or posts that were liked, shared or otherwise commented upon.
Know the etiquette of each platform
When the margins for organic reach is so tight, it’s certainly worth paying attention to the general behaviours and ‘rules’ of each platform.
While the very nature of social media is based around sharing, knowing how to attain this dependent on your platform, can help (and indeed hinder) your reach.
For instance, on Facebook, so-called ‘Like-Baiting’ has been something of a no-no for a couple of years and can seriously impact on your reach.
Conversely on Twitter, there’s a general acceptance that adding Retweet is acceptable, where engagement can be up to 12x higher when doing so.
The word hashtag has slipped into common lexicon for a very good reason. It’s the signal that something is being talked about.
These days hashtags are universally used across all platforms and the evidence suggests that careful, sparing use can boost your reach. Twitter posts tend to get twice as much engagement with carefully chosen hashtags. Facebook posts with 1 or 2 hashtags are more likely to be engaged with as long as they are relevant and not overused. Similar rules of thumb seem to apply on Instagram, whereas, on LinkedIn, hashtags are deemed no longer relevant and can potentially betray a naivety in your marketing.
Again, know the rules of your preferred platform.
Quality Content Counts
The reason a business wants to be seen and engaging on social media, is to generate relationship which will hopefully turn into business opportunities. And still the best way to achieve this is to be sharing content that people want to read or view.
If you are producing great content, be it funny, informative, questioning or otherwise relevant to the audience you wish to attract, then your chances of higher engagement, and one would then hope, opportunities, increases.
People invariably come onto social media to chat as well as be entertained and informed. Not necessarily sold to. So contribute to the entertainment or information (or both).
And let social nature take its course.