If you are a small business who is running a business Facebook page, you need to know that your potential to reach your customers on Facebook has changed. Facebook announced earlier this year major changes in their system. They want Facebook to be a place where people interact, and have positive experiences and not browse through their feeds mindlessly. Mark Zuckerberg, the founder of Facebook, has said that the feeds are changing to provide people with a “meaningful interaction” rather than mindless browsing.
“We want to make sure that our products are not just fun, but are good for people,” Mr. Zuckerberg said. “We need to refocus the system.”
What does this mean for equine industry small businesses?
It means that they will stop showing business posts that aren't deemed as providing a meaningful interaction. It means your posts will still show on your business page, however, the people who see the posts might dramatically decrease based on what Facebook determines as meaningful content.
How does this impact your Equine Facebook Business page?
It will mean you need to change your focus. Facebook is a personal platform. It is a place where people go to kill time, or connect with other people. Your business page needs to be more fun in nature and not too "salesy". If it is too salesy, Facebook is likely to decrease the reach of your posts. If your posts provide some kind of meaningful interaction between people, (people commenting, posting replies, and posting photos or comments or sharing things) then Facebook will give it more of a "reach" (spread) to your users.
How have things have changed for Horse Facebook pages?
It used to be if you had 5000 fans on your business Facebook page, and you made a post, all 5000 of those people would see your posts. NOT ANYMORE! You are lucky if 5% of those fans see your posts. In order to make more people see your posts, try doing more posts that might interest those people. Like create a horse photo with some kind of action in it and ask people to post their best action shot. Your posts might not have anything to do with your business or what you sell. The goal is to have interaction with your company as a brand, not to sell your product to them. If Facebook catches wind of your selling on your page, it will diminish the reach of that post and might not show it at all to your fans.
I have enough Likes, shouldn't that be enough?
The number of likes you have on your page isn't a relative measuring factor anymore. What is important is your Reach, Traffic & Leads you get off your Facebook page. You also have to pick the right kind of content that is compelling to your users. You also really have no way around it, you need to place Facebook Ads. Not just boosted posts, but Sponsored Ads on Facebook. You need to pick your targeted audience carefully and not make them too specific, yet not too broad either.
Are you Frustrated yet with your Horse Business Facebook page?
We understand completely! Every time you turn around, Facebook has made a new change that makes you change the way you do business on Facebook. It takes a lot of time to keep up with the changes and trial and error to see what works and what doesn't.
We Can help!
Silver Buckle Services has an expert staff of Facebook consultants who can help you understand the changes in the system and what to do differently. We can do training with you one on one and can provide ongoing support and design and posting services.