If you can afford fancy
paying ad campaigns to boost your reach on Facebook, then by all means please
go ahead and enjoy. The unfortunate truth though is that one of the greatest
challenges encountered by the public sector when implementing their social media
strategies is not enough funding.
There is widespread
cynicism about the feasibility of being successful on social media without
forking out tons of money on advertisement, especially when it comes to
Facebook which keeps on changing its algorithms. That being said, there still
remains a few who believe that increasing your community engagement through
organic reach is achievable.
Apply these 5 tips inspired by the Social Media Examiner along with a
little planning, determination and rigour and you are sure to see a boost in
your Facebook organic reach.
1. Produce continually relevant SEO content
Evergreen content – aka SEO
content that continues
to be relevant past its publication – can have perpetual online life. Make
sure to elongate your posts’ lifespan by publishing rich content that your
audience will be sharing and re-engaging with way past the minute you initially
published it. And if you run out of content ideas, you will easily be able to
pull out this old post from the vaults!
2. Publish better quality content less often
The eternal debate: quality or
quantity? According to the Social Media Examiner, it is better to publish high
quality content and to do so less frequently. According
to Facebook, the prime reason why organic reach is declining is because
more content is being created and there is less time to absorb it all. To
manage this, Facebook adds on our News Feed what they believe we are most
likely to find relevant. That being said, only you can experiment and figure
out how many posts is the optimal number to improve your reach.
3. Use Facebook’s organic posts targeting
You probably have a user persona
in mind for your target audience. Play around with Facebook’s organic
posts targeting to ensure that the core group of people you want to reach
are actually seeing your message. Consequently, the people who are most likely
to really want to engage with your post will see it appear on their News Feed.
4. Post when your audience is online
Hop on to your Facebook Insights
to know when your ‘followers’ are most active. Beat the
3-pm-is-the-best-time-to-post traffic and aim for when your audience is online
instead.
5. Choose types of content that your audience
will engage with
Users on Facebook won’t expect
the same content as users on Twitter. Know your public and what they want to
see if your goal is to engage them. For example, videos are more likely to
resonate with Facebook users compared to photos. Again, don’t take these words
for gospel: familiarise yourself with your audience by using Facebook Insights
to see what they prefer.
Do you have any
tips on how to use Facebook to your advantage? Please share them in the comment
section below!
Although
Alexandra didn’t know much about conference production before first coming
across this opportunity with Akolade, she has quickly become passionate about
her job. Gaining in-depth knowledge in a variety of new fields without going
through exam stress? Who could ask for more? If ever you speak to Alexandra and
wonder what that funny accent is, it is from Quebec, French-speaking Canada. Do
not hesitate to ask Alexandra about her former life on the 47th parallel; she
will be thrilled to talk to you about snow storms, skiing and -35⁰c!
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