Facebook Doesn’t Care About Your Facebook Page – And No One Else Does Either

Facebook Doesn't Care About You from http://jenfongspeaks.com

Facebook Doesn't Care About You from http://jenfongspeaks.com

Reach has gone from thousands to hundreds.

We really started seeing the effect of the Facebook algorithm change this week on the Facebook Pages we manage. Pages that used to have a viral reach of thousands are now reaching only hundreds…”reaching” of course meaning that Facebook placed those posts somewhere in a news feed that may or may not be seen. Actual engagement is a fraction of that, and engagement has plummeted. It seems Facebook would rather share posts from Upworthy and other viral content sites than the Pages that its users have actually taken the time to Like.

Yes, Facebook Page owners have to come to terms with the fact that Facebook has finally become a “Pay to Play” environment for business owners. The days of free marketing are over.

And the thing is, you can whine about it all you want, and it’s not going to change a thing. Facebook only cares about displaying content from the businesses that pay them. And quite honestly, your fans don’t care either. Your crappy ad posts have just been replaced by crappy ad posts by businesses with an advertising budget. At the end of the day, it makes little difference to your fans, who probably haven’t even noticed they haven’t seen your posts. Hate to break it to you, but they really don’t care that Facebook isn’t displaying your posts. Don’t expect them to go to bat for you. They’d rather not see any marketing at all.

So what is a Page owner to do? Should you just give up on Facebook entirely?

No. You still need a Facebook Page, just like you need a website. If someone is looking for you, you want to be find-able. And if you’ve got a Facebook advertising budget of any kind, a Facebook Page is necessary.

But you also need to cultivate audiences elsewhere. If you’ve been relying on Facebook exclusively for your marketing, it’s time to expand your horizons. If you’re a blogger, make sure you’re pinning your blog posts to Pinterest. Share some photos of yourself with your products to Instagram. Make some friends on Twitter. And just like with Facebook, don’t just spew advertising messages. Share great content. Engage. Interact with others and cross-promote.

And if you haven’t friend-ed your customers, hosts, downline, etc. on Facebook yet, do it now. They have a much better chance of seeing your messages as a friend than they will by liking your Page.

Sure, you can sit around and whine about how Facebook is making it harder for small business owners. But that’s not going to change anything because nobody cares that you don’t get free marketing there anymore. So put your big girl (or boy) panties on, learn how to use some other social networks, and keep building that network! Because at the end of the day, you still need to connect with people online. You just may have to do it in new places.

Have you noticed a change in your reach numbers on Facebook? What are you doing about it? Would love to read your thoughts in the comments below.

19 Responses to Facebook Doesn’t Care About Your Facebook Page – And No One Else Does Either
  1. Angie Bricker
    September 30, 2014 | 10:52 am

    Jennifer, there is no doubt that the reach has diminished, and I do spend some funds on advertising. As well, it seems that it is always the same people that see the posts – at least as far as the remarks would tell. I use many social media tools so all the eggs are not in one basket, but as a tool to reach my followers, it is not prooving anymore. I am still posting to my page, but my expectations are not what they once were and I am ramping up other platforms. Good article, thanks.

  2. Becca
    May 16, 2014 | 8:54 am

    How can you friend customers as the PAGE not personally? Is this possible?

    • Jennifer Fong
      May 16, 2014 | 11:19 am

      Becca, you can’t friend people as a page, unfortunately.

  3. Philip Griffith
    December 17, 2013 | 7:07 pm

    I had noticed a marked drop in my pages reach and engagement. If people don’t see it, they can’t engage! I have used lists so that I do see the pages that I follow and have noticed that FB has even limited how much I see on my lists! I was going to encourage people to make a list for their favorite pages, but I’m not sure that will help either. Time to work more on Google + and Pinterest. I suppose I’ll pay FB some as well. Just have to rethink 2014’s budget.
    Philip Griffith recently posted..2 weeks till Christmas – Secure your photos with Picture Keeper

    • Jennifer Fong
      December 17, 2013 | 10:44 pm

      It’s definitely time to rethink how we’re engaging with folks online. This algorithm change is really a game-changer for business. Thanks for commenting!

  4. Desiree
    December 17, 2013 | 4:03 pm

    I have seen a serious drop in the pages I manage. What I’ve started doing differently is stop wasting so much energy on it. I will continue to post articles, questions and relevant content. For important promotions I will pay with a modest budget but I won’t break the bank. I would rather spend the money on my own website.
    Desiree recently posted..Quick Tip for Productivity

    • Jennifer Fong
      December 18, 2013 | 8:54 am

      Sounds like a strategy a lot of folks might do well with. We’ll see how the engagement of Facebook continues to evolve. Thanks for commenting Desiree!

  5. Candace
    December 17, 2013 | 3:57 pm

    I’ve seen my reach go down when I have links in my posts,
    and way up with written conversation only. Interesting!

  6. Justin
    December 17, 2013 | 1:18 pm

    Thanks for the article Jen! Great read. I saw an article a couple of days ago that said that pages’ reach is now below 2%. Bleh.

    • Jennifer Fong
      December 17, 2013 | 1:43 pm

      Frustrating, isn’t it? Well, it’s the people that move on quickly that will have the head start! 🙂 Google Plus anyone?

      • Desiree
        December 17, 2013 | 4:05 pm

        GooglePlus is going to definitely be a new habit I need to get into using.

  7. Angel Langridge
    December 17, 2013 | 12:55 pm

    I’ve definitely seen a decline in who can see my posts. My marketing strategy for 2014 is to continue what I am doing with Facebook (without paying) and then do more one on one contacts. There is where the long term clients will come from anyway.

    • Jennifer Fong
      December 17, 2013 | 1:44 pm

      Good luck Angel! You’re right, it’s those personal connections that make a big difference in our business. Your personal profile on Facebook can help with that!

  8. Gale Bates
    December 17, 2013 | 12:09 pm

    Excellent article Jen. Definitely noticing the changes. It’s a new game plan in 2014. We enjoyed it free, and I love your quote. If you want to play, it’s time to pay.

    • Jennifer Fong
      December 17, 2013 | 1:44 pm

      Unfortunately, that’s just the way it is Gale. Their sandbox, their rules. Thanks for commenting!

  9. Brian D. Meeks (@ExtremelyAvg)
    December 17, 2013 | 12:07 pm

    You are right and this may be just the wake-up call I need to start doing Pinterest.
    Brian D. Meeks (@ExtremelyAvg) recently posted..Twitter is Training for Advertising Copy

    • Jennifer Fong
      December 17, 2013 | 1:45 pm

      Pinterest is fun! 🙂

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