Facebook Business Pages – Still Worth Your Time and Money?

December 8th, 2014 by | No Comments
Photo by Chris Annable

Photo by Chris Annable

Since last year, we’ve been seeing repeated warnings about the diminishing reach of Facebook Pages. It should have been indication enough when Facebook stopped calling them Fan Pages, and began referring to them simply as ‘Pages,’ which in turn caused the general public to refer to them ‘Like Pages’ or ‘Business Pages’ to help distinguish them from ordinary users.

What Was Facebook Thinking?

To be fair, Facebook was considering the plight of its ordinary user base. According to Facebook, ‘hundreds of thousands’ of people told them that, ‘they wanted to see more stories from friends and Pages they care about, and less promotional content,’ and they’ve determined that most of this promotional content comes from pages that people themselves have liked, including

1. Posts that solely push people to buy a product or install an app

2. Posts that push people to enter promotions and sweepstakes with no real context

3. Posts that reuse the exact same content from ads

The problem is that people accumulate more and more Facebook friends as well as Pages as they go along, yet the space available on their News Feeds remains the same. If Facebook were to give equal relevance to every single post uploaded by each and every connection that a user has, then we would probably miss a lot of the more important posts due to the sheer number of updates that would appear on our feeds.

As such, Facebook uses a secret algorithm that measures different factors to determine how relevant a post is to a user before allowing it to appear on their feed. Moving forward, posts like the three mentioned above are more likely to be deemed irrelevant, and thus their reach will be limited.

Last month, Facebook published yet another news article reminding Pages owners about the further limitations that will be imposed on their posts in January 2015.

Conveniently for Mr. Zuckerberg, one of the best ways to now promote your page through Facebook is by paying for additional promotion through boosts and ads. In response, many popular business pages, especially those that have already paid for a greater reach, have lashed out at the social media giant and even permanently deleted or deactivated their pages in protest of the new move.

Are Facebook Pages Still Worth It?                                                                                                            

Although these businesses may have been justified in their protests, this does not mean that we should all jump on the bandwagon and abandon Facebook altogether. These businesses were frustrated for having already paid for increased reach, only to have their organic traffic stunted by algorithm changes.

For one thing, almost one billion users still visited Pages in the month of October alone. For another thing, not every business has the same strategy going into social media management.

Below is a list to help you determine if Facebook Pages is still worth it for you:

1. If you can regularly post genuinely useful and engaging content that won’t come across as promotional and/or spam.

2. If you’ve done your cost-benefit analysis and you can simply afford to pay for boosts and ads.

3. If your goal is to increase your market share despite the costs of boosts and ads.

4. If your real focus is another on another medium or platform, but you just want people to be able to find your basic information via FB.

5. If you serve a niche market with few or no competitors that can out bid you for ads.

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