Tereza Litsa

12 August 2015

Is it time to kill your Facebook Page?

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Facebook is undoubtedly the king of social media, but with times rapidly changing, are we experiencing a new era on social media? During the past years every brand that embraced the power of social media started their strategy with the creation of a Facebook Page, aiming to target a big audience. This audience became more targeted, ads appeared, algorithms changed and just like that, we’re here in 2014, discussing about the puzzle of the dramatic decrease on the Facebook Page reach, suggesting ideas of recovery.

A few years ago, likes used to be the indication of success for a Facebook Page, which made their increase an obsession for many Page owners. However, we soon realised that the number of fans your Page has is just a number, with engagement (and reach lately) being more important. By the time Facebook decided to promote its ads and tweaked its news feed algorithm, the reach of each Page post declined, reaching now to an average of 3-5% of the Page’s audience. Thus, if you have a Page of 3000 fans, your posts will maximum reach 100 of your fans (even less of them).

Many social media managers feel puzzled with this change, trying hard to increase the engagement, in order to eventually increase the reach of their posts. However, not every Page owner is willing to spend the time needed to solve the mystery of the missing Facebook Reach, with Copyblogger being the last case

Copyblogger is a well-known site, which had a Facebook Page of almost 40k likes, but as with many other Pages, it was affected by the recent changes on Facebook.

According to their Facebook-farewell post,

“While sometimes, as William Faulkner said, you must kill all your darlings, a brand’s first responsibility is to know what’s useful to its audience.

We all might love Facebook for a wide variety of reasons, but that means jack if our audiences don’t interact with us on Facebook.

It’s not our job to tell our audience where we live. It’s to grow communities where they

live.”

Should you also kill your Facebook Page?

That is a very personal question and it heavily depends on the goals and the expectations of your business through social media and Facebook, in particular.

  • Did you try to increase your engagement?
  • Do you have other platforms that work better for your business?
  • Are you able to bring again your audience to your Facebook Page?
  • Is your reach at a very low level that you don’t think it’s worth your time and effort to increase it?

Facebook might be the most popular social network among users, but this doesn’t mean that you should insist on maintaining a Facebook Page if it doesn’t work your way. Don’t feel bad if you have to kill it and focus on other, more successful social networks, from your brand’s perspective. It might be a bold decision, but it’s certainly not a careless one in many cases.

How about you? Would you decide to kill your Facebook Page?

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