Facebook Page Engagement: 3 steps to take in the face of the new page rules

The new changes that went into effect for Facebook Pages in January impacts most small businesses and non-profits.  These organizations have previously relied on messages and promotions that they post reaching those individuals who have liked and engaged with their pages.  Reach is now in the singular percentages for posts.  With Facebook pushing promoted posts and ads instead to build reach.

So here's the question: what does this mean for me?

The short answer is it means if you want to reach potential customers and donors on Facebook you will need to participate in paid advertisements and promotions.  Of course like so many answers, this one raises more questions.  Here are three things to keep in mind as you consider your next steps:

1. Promoting a post will increase the likelihood that it is seen - if you have something very important or time sensitive this could be a good (and low cost) option

2. When you run ads, consider sending them to an outside page - either your website or a newsletter sign-up page rather then an ad to have them like your page

3. Even if you are not going to pay to promote posts or run ads, don't neglect your page.  Some of your posts will still get through and people will still seek you out on Facebook

Building Your Online Brand

As the options for being online increase it is more important then ever to focus your activities.  Forget for a moment the sites you are already on and take a step backwards...what do you want to accomplish with your online presence?  How can you best translate your brand positioning onto social media?

As you enter or grow your online brand consider these two questions.  And then consider the objectives of the social media sites you are considering.  LinkedIn is a place where people may look for you if you are hiring and provides a networking opportunity for current and former employees.  Facebook provides you the opportunity to reach people who choose to engage with your brand.  Instagram and Pinterest are driven by Images, Twitter by short statements, YouTube by videos.  How you want to tell your story should help to determine which of the sites you join and how you use them.