Mark Olivito, CMO of Monogram Food Solutions, tweeted the other day...
True, loyalty is earned. And you cannot buy loyalty.
But now that Facebook has limited organic views of your postings to about 5% of your fans (20% if you manage to get a bunch of likes, comments, and shares on that post), it seems Facebook marketing is now only a numbers game.
If you want to reach 100,000 fans, organically, with an otherwise commercial posting that few people are going interact with, you'll need 1,000,000 fans. That means, you'll have to buy them.
Of course, Facebook's response is that if you want to reach fans organically, you have to post something that they'll interact with. They'll argue that they're a "social" network, you have to play the social game if you want free results.
OK, I get that.
But even when do post content that gets a lot of interaction, it still doesn't reach many fans.
For example, I had one posting that fetched 18 comments, 47 likes, and 2 shares. Organically, it only reached 13% of my fans.
Sometimes, you'll find that magic posting, maybe it's a link to your blog, or a funny photo, or just dumb little joke, and it gets a hundred comments, several hundred more likes, and about 50 shares, and miraculously it reaches 100% of your fans, or even more.
But over the course of your marketing efforts, across the hundreds or thousands of postings, the average organic reach is about 5%.
And when push comes to shove, you want to drive traffic to your website, and earn some revenue.
The bottom line, however, is that Facebook doesn't want to drive traffic to your website. They don't want you promoting anything. The only way they'll allow it is if you pay.
So face it, don't put all your eggs into building up a Facebook presence. It's good that you have one. But you're still better off building your e-mail list.✓
I find it hard 2 believe serious Marketers would "buy" Facebook fans and consider that "investment." Loyalty is earned. #RonR #CMO
True, loyalty is earned. And you cannot buy loyalty.
But now that Facebook has limited organic views of your postings to about 5% of your fans (20% if you manage to get a bunch of likes, comments, and shares on that post), it seems Facebook marketing is now only a numbers game.
If you want to reach 100,000 fans, organically, with an otherwise commercial posting that few people are going interact with, you'll need 1,000,000 fans. That means, you'll have to buy them.
Of course, Facebook's response is that if you want to reach fans organically, you have to post something that they'll interact with. They'll argue that they're a "social" network, you have to play the social game if you want free results.
OK, I get that.
But even when do post content that gets a lot of interaction, it still doesn't reach many fans.
For example, I had one posting that fetched 18 comments, 47 likes, and 2 shares. Organically, it only reached 13% of my fans.
Sometimes, you'll find that magic posting, maybe it's a link to your blog, or a funny photo, or just dumb little joke, and it gets a hundred comments, several hundred more likes, and about 50 shares, and miraculously it reaches 100% of your fans, or even more.
But over the course of your marketing efforts, across the hundreds or thousands of postings, the average organic reach is about 5%.
And when push comes to shove, you want to drive traffic to your website, and earn some revenue.
The bottom line, however, is that Facebook doesn't want to drive traffic to your website. They don't want you promoting anything. The only way they'll allow it is if you pay.
So face it, don't put all your eggs into building up a Facebook presence. It's good that you have one. But you're still better off building your e-mail list.✓
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