Is Facebook working for your business?

Is Facebook working for your business?

7.5 MILLION! That’s how many followers Lipton Tea has for their Facebook page…

…yet their most recent post (31st May 2019) received 13 likes and 9 comments.

That’s about 0.0002% of their followers, and Lipton is not alone here. Coca Cola has 107 million followers and their last post (11 May 2019) received 169 likes. Texas HoldEm Poker with 65million followers and received 379 likes (7th August). Is Facebook working for your business?

Now there could be a variety of reasons for this, including the posts from these companies were just incredibly bad and not at all engaging, but my real reason for mentioning these statistics is to start business owners thinking about how good a return on investment (time and/or money) is Facebook providing for them. If you have a page with only 5,000 followers, or 500, or 50, imagine how few likes you could receive if it is a similar ratio as these big players. Is it really worth your time and effort?

There are some other reasons that may also help explain why Facebook posts are not receiving huge amounts of engagement, and that is the changes Facebook themselves have made to the platform. It is no secret that Facebook have made changes to the algorithms that determine how Facebook’s Newsfeed works, and many of these changes have been made to reduce how many people actually see the posts of others. In general, businesses have experienced dramatic declines in Facebook engagement over the past year or so, with many followers not seeing their posts at all, and signs are that this will only get worse.

In April 2019, Facebook’s CEO Mark Zuckerberg (now famously) declared “The future is private”. He also made statements to the effect that at some stage “communities” and “groups” will be as important to Facebook and its users as friends and family are now. Reading between the lines the indications are that the Facebook Newsfeed is dying and that community-centric features of Facebook, like Facebook Groups, are where Facebook is wanting to channel its users.

The next raft of Facebook updates are set to occur later this year (2019), and exactly what changes will come of this is not yet known.

What we do know is that the days of creating a Business Page on Facebook, sharing content for free via the Facebook Newsfeed, and receiving a lot of visibility and engagement is gone, and the main reason I am writing any of this is that we still have business owners who want to increase sales in their business, and believe a Facebook page is the answer.

Concurrently, paid Facebook advertising is getting more and more expensive, and I even heard a prediction that in two years the only companies who will be able to afford to advertise on Facebook will be from the top tier.

So what is the answer? More on that next Thursday.

Is Facebook working for your business?

Is Facebook working for your business? What is your own experience with Facebook? Are you seeing declining engagement? Are you thriving? We’d love to know how our local community is faring so drop us a comment below.

..and if you want to talk more about this then don’t hesitate to contact Michael Douglass, our Digital Advisor at the BEC, or read more about our Digital Solutions program which provides every business 4 hours of digital coaching here.

10 thoughts on “Is Facebook working for your business?

    1. Hi Greg, thanks for the reply, will send you an email with some more information on this that may prove useful.

  1. Hi Michael,
    My business has not yet launched, but I have been designing pictures with messages on them for the launch and after, hoping to catch the eyes of potential customers.

    1. Hi Sue, I have to say we like it when we see that people have made their own assets rather than just copying and pasting from elsewhere. Often they look better, helps maintain a consistent look for your brand, and definitely helps when trying to catch the eye. If they are visually appealing I would consider using the same asset for both Facebook and Instagram. My post mentions the difficulty business owners are and will find in getting seen on Facebook (and therefore growing their followers), but if you are using the asset in more than one place, then you’re diversifying rather than putting all of your eggs in the Facebook basket. Depending on your target market, and where they hang out online you may even be able to use them in other channels, maybe even Pinterest. Happy to talk more at some stage if it suits, when you are ready.

  2. I’m finding that my customers remarks/comments on my business posts are not visible unless there are 5+.
    Most relevant/ newest/ all comments is extremely annoying. To say the least.
    I believe all my customers comments are relevant. How is it that the fb gods can determine what info is relevant for me? This is a major issue for little businesses

    1. Hi Kristie, Facebook is attempting to make the users experience better by showing them the comments with the most likes or comments etc, thinking these will be the most relevant to them, but yes a lot of business owners are finding this one a bit annoying. You can actually turn it off if you prefer. To do this, go to your Facebook Business page and click on the Settings link on the top menu. Then select the General tab to the left, and find the Comment Ranking section. Click the Edit link and then untick the “See most relevant comments by default”. Comments will now be shown from newest at the top to oldest at the bottom. Hope this is what you were after.

  3. Hi MIchael
    I just finished a boosted ad
    for our Rural Safe Personal Safety work shops. We worked on trying to target areas gender and age. We were disappointed in the engagement. Looking at the results I’am not sure if the content didn’t work or the target groups weren’t right. It makes you think if your ad’s get looked at or not.

    1. Hi John,
      In general, you can get more flexibility and options in a Facebook ad over a boosted post, so that may help in choosing the right (and big enough) potential audience. The downside is that ads are more complex and time-consuming to create than boosted posts. In terms of your content, you can also do split tests, where you can create two different versions of the ad which are shown by Facebook in equal measure. The analytical results will then show you which version is performing better. If you are doing an ad for only a short period of time then the results will not be as fleshed out as they could be, but it could help. Unfortunately, with content for ads, there is always a little bit of trial and error, trying different things, seeing what works and what doesn’t. Always keep notes on the results so you can replicate the more successful results in the future.

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