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Can Your Company Compete in Facebook’s News Feed?

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On a given day, when someone visits News Feed, there are an average of 1,500 possible stories we can show. As a result, competition for each News Feed story is increasing. Because the content in News Feed is always changing, and we’re seeing more people sharing more content, Pages will likely see changes in distribution. For many Pages, this includes a decline in organic reach. We expect this trend to continue as the competition for each story remains strong and we focus on quality.
-Facebook, December 5, 2013

What Does This Mean
As a small (or even large) staffing firm, you know all about competition. You know that you are not the only company out there looking for qualified candidates or passionate clients. You’ve handled competition great, and this announcement from Facebook is just another minor bump in the road. 

With 1.19 Billion people on Facebook, cutting through the News Feed clutter and becoming a popular page isn’t an overnight task…but it is achievable. In 2013 it was estimated that a typical Facebook post would reach 16% of a page’s total fan base. In recent reports it is estimated that this number will drop to around 3% in 2014. That means organic reach, the number of unique people who see your post in News Feed or on your page, will drop significantly.

How to Fight Back
So how can you fight back against Facebook’s increased attempts to reduce the amount of overall visibility a page’s post receives? Here are 3 solutions:

  • Pay-to-Play
    With any marketing strategy, your efforts are limited by your overall budget. Facebook has continued to say if you want to compete in News Feed, you will have to pay to do so. Making sure social media spending is a portion of your marketing budget for 2014 will ensure you have a fighting chance against other organizations and active users posting on Facebook.
  • Content Sharing
    At Haley Marketing Group we have seen a significant difference in analytics reports from companies that blog regularly and those that do not. In a digital era where new content is being created and shared every second, search results have continued to reward websites that consistently add relevant, thought provoking content. Similar to how websites that post consistent content display well in search results, Facebook is continuing to reward pages who share thought provoking content that people engage with. 
  • Make Better Educated Facebook Posts
    The length of your Facebook post, the time that you publish your post, and the graphics you include with your post are just three of the many factors that need to be considered when creating a social media marketing strategy.

    Need help developing this strategy? On January 16, 2013 social media advisor, Kyle Denhoff, and Director of SEO and Social Media, Brad Smith, presented a information-packed Lunch with Haley titled: Social is a ScienceView the webinar by clicking the following graphic.

Use Data and Insights to Make Better Marketing Decisions: Social is a Science


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