When I think about the continuous algorithm changes Facebook has made in recent days, I can't help but think of the movie WarGames. In my head, however, Professor Falken is looking at his computer screen talking to the social platform instead of Joshua. I can hear him say,
"Facebook, what are you doing?"
It's important to point out, that I'm specifically talking about Facebook fan pages, not personal pages.
Many businesses make the mistake of thinking that simply posting is going to generate leads and sales. That might have been an okay idea at one time, but you can't do that anymore. Now, you have to do a lot more and that's after you decide if it's worth it.
At the beginning of 2014, I remember reading that many companies were going to change their social media marketing strategy. At one time, they thought they had to be on as many social platforms as possible. This year, they are more likely to pick 2-3 that work best and just use those.
If your strategy consists of just posting and maybe running a few ads to gain followers, your challenges are just beginning. You'll notice that when you post something on your page, you'll see a little button on the lower right corner that says, "Boost". It could also say, "If you want people to see this, pay us."
If you don't boost the post, and it doesn't get any engagement, hardly anyone will see it. So, after you spend money to get people to like your page, you then have to spend money for them to see what you post. That's making a lot of people angry.
In other words, Facebook is not the ideal place for organic reach. As a result, I tend to caution small businesses and companies from using Facebook as a marketing tool. Keep in mind, I say caution and not rule out. Facebook marketing gurus like Amy Porterfield contend that they can still make the social platform work for you. However, you have to implement a multi-layered strategy and understand the results you should expect. Her process follows a roadmap of attraction, then promotion, then sales.
The good news is there are alternatives. For example, there's always Twitter and LinkedIn. Perhaps if Facebook isn't working for you, it might be time to give Google+ a chance. All social sites require a understanding of the platform and a strategy in order to maximize results...but alternatives to Facebook might not cost you as much money.