Writing Sample for Pilot Media Solutions

For most Facebook Pages, organic reach used to be 15-20%. However, the past few years have seen a significant drop. The last six months even more so. Of course, this is no surprise to any social media marketer who’s paying any attention.

Now, there are strategies to boost your organic reach, including (but not limited to) the “Top 10” posted by Post Planner:

  1. Show your personality
  2. Ask questions
  3. Use images
  4. Provide an inside look
  5. Measure and reproduce what works
  6. Share your Fan’s content
  7. Keep your posts simple
  8. Use a consistent voice and post useful content
  9. Love and appreciate your followers
  10. Have fun and be funny

To succeed on Facebook in 2018, you’ll need to do all these and more.

Pay to Play

One of the most significant Facebook changes is the concept of “Pay to Play.” So, do you have to pay? On Facebook, it’s not so much that you have to, but rather Facebook Ads and Boosted Posts offer a better option for business growth than what organic reach used to be. The ability to target a demo is a great way to reach a targeted audience and invite those who liked the post to become fans of the page. Win-win.

In today’s marketing climate, it’s common for consumers to check out a brand’s social channels before becoming a customer. Usually, they want to get a better sense of your brand’s values and to verify that you are who you say you are. This consumer behavior gives a strong incentive to consistently share media, internal company news, and articles where someone from your brand is being quoted. In doing so, you’re not only solidifying your brand presence, you’re also reinforcing the positive things others have said about you.

Since the only constant with Facebook is change, it’s safest to focus on the channels you control — your website and blog. Spend the majority of your effort creating content (blog posts and long-form content such as case studies, articles,  or videos) that will continue to garner inbound traffic, leads, and customers long after they’re first created. If you have time and budget, share those assets to Facebook for additional reach.