Today marks the second anniversary of my WagnerWrites Facebook page. It’s also my birthday. Here’s how I really feel about this birthday present two years later.
Today, here’s how I would respond to each point.
Still, I concentrate on content about communication, marketing, social media, technology, and nonprofits because that reflects my skills and work. I also limit posts on my personal profile that crossover into my professional life. Occasionally that’s challenging because I work a lot (though not exclusively) in the nonprofit sector and I care about the causes my clients support. But I’m not paid to promote their events or issues on my personal profile, and I only do so when I feel my friends would want to know.
I guess I should qualify that statement–maybe it’s only more challenging for small businesses that don’t have dedicated Facebook page managers or deep pockets for ad purchases. As a way to push page owners to paid services, Facebook has continually degraded the ability of pages to actually reach their fans. On average, less than 20% of a page’s posts will appear in the news feeds of people who like the page. This happens through a secret proprietary algorithm called EdgeRank, which Facebook uses to control all the information posted on its platform.
There was a good discussion about this on a September 7 post from BlogAid, the company that helps me with my blog. (I am not paid to promote this business!) Here are a couple of excerpts from BlogAid owner, MaAnna Stephenson:
Only about 18% of your posts are seen by the folks who liked your page. And, it’s a myth that your posts get shown only to those who interact with it most. In fact, during those times when it throttles what appears in my news feed, it’s the pages I interact with least. Getting this same verification from other social media guru buddies who officially track it. EdgeRank does not work and even if it did, should be abolished. Facebook is the only platform that does not show you every post of the pages you marked to see.
But what’s the alternative? The jury is still out on that. I agree with these additional points by MaAnna:
Unfortunately, G+ just doesn’t have the audience that FB does. As owners of biz pages, we’re fed up enough to go elsewhere, but the B2C folks we are trying to reach aren’t. However, G+ is becoming a much better platform for B2B, and guess who buys Google Ads? Mmm, should make FB rethink their policy, especially since FB ads (and promoted posts) are not delivering the same ROI as Google Ads and Google AdWords…Last year I started spending more time on LinkedIn because of this and the ROI far exceeds FB. The ROI on G+ is still nil to nothing.