Decreasing Organic Reach and Its Impact on Community

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Decreasing Organic Reach and Its Impact on Community Chris Baccus, Executive Director Digital at GOLIN


Organic reach has been declining for some time and reach a catastrophic level for Facebook pages above 500k Fans

Facebook’s Declining Organic Reach

“Facebook Zero” report by Social@Ogilvy. February 2014


“Increasingly Facebook is saying that you should assume a day will come when the organic reach is zero.”

“Brands' Organic Facebook Reach Has Crashed Since October: Study.” Advertising Age. March 6, 2014.


The Shift

Where does it come from?


What Will Cost To Reach My Fans?

For a Fan Page with 2 Million fans = $2,926 per post

Independent Study Examining Several Campaigns Across Industries. August 2014.


Organic Posts Perform 177% Better Than Paid Facebook Posts

Paid Content and Engagement

People annoyed by your ad in their newsfeed

People who may be interested, but most ignore the post

Your Page’s Facebook Fans

Independent Study Examining Several Campaigns Across Industries. August 2014.

WHY? Paid Expands Reach to New Audiences that are More Likely to Not Care About Your Content


Will Every Brand Post Will Become an Ad?


If media teams are expected to move dollars from other online advertising to social media ads, they must expect a clear Return on Investment (ROI) that is measured in conversion rate and other similar measures.

Clear Calls-To-Action Over Soft Community Friendly Messages


“A few years ago, the company was telling brands to increase the number of people following their pages. Now it says fans are largely irrelevant.”

New York Times “How Facebook Sold You Krill Oil” Aug. 2, 2014


TEND YOUR OWN GARDEN


ü  Develop a Community Based Website or Blog to Connect Audiences with Your Content

ü  Focus on Building Email Lists and Improving Your Email Marketing

ü  Use Social Channels to Lead People to Connect With Your Owned Destinations

ü  Enjoy Organic Promotion on Social Sites that Still Offer It

You Need to Own Your Community

Decreasing Organic Reach and Its Impact on Community

Social Media

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