Recently, Facebook has provided its users with specific algorithm changes and at the same time over the past few months users have seen a significant decrease in their page’s overall Total Reach- specifically, organic reach. For business pages that are looking to keep their ad budget as low as possible, increasing organic reach is vital.
Wikipedia defines organic search results as listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements. In contrast, non-organic search results may include pay per click advertising. In this case the pages of Facebook
To better understand how you can better protect yourself from letting these changes get the best of you, we first need to understand what is actually happening on our news feeds.
What’s happening with your Facebook Posts?
Facebook presents your posts to you by showing you the number of likes, comments, and shares as well as how many people viewed your post. So, what does “250 people saw this post” actually mean?
Facebook adds up how many people saw the post ( paid advertisement or a simple share by a family member) to give you the total number of people who saw your post. People who saw your post for free, whether it be by stumbling upon it on their news feed or any shares, is known as organic reach while any additional exposure you have paid for is knows as paid reach.
- Organic Reach = Those who saw it because of shares and free distribution
- Paid Reach= Those who saw it because you paid for it
- Total Reach= Organic Reach + Paid Reach (This is where Facebook develops the number for “250 people saw this post”)
On December 2nd 2013, Facebook announced their efforts to decrease meme content as well as place a significant emphasis on links in order to improve its news feed’s quality content, which in turn raises the bar for any page of the platform. In doing so, Facebook users experienced a significant decline in their organic reach.
What is “meme content”?
Facebook is looking to weed out meme photos that are hosted somewhere other then Facebook. Essentially, they are targeting lower quality imaging sites.
A portion from the Facebook blog site says:
“Starting soon, we’ll be doing a better job of distinguishing between a high quality article on a website versus a meme photo hosted somewhere other than Facebook when people click on those stories on mobile. This means that high quality articles you or others read may show up a bit more prominently in your News Feed, and meme photos may show up a bit less prominently.”
Those most at risk to this are viral image hosting sites like 9GAG and Memecenter, which are essentially outside image hosts that provide Facebook-ready sharing headlines.
In part two I will be discussing why organic reach is decreasing and how you can benefit yourself and your Facebook business page.