Many in the destination and hotel marketing worlds are worrying about the latest “Facebook Apocalypse” – that their Facebook Page posts will soon have a lot less organic reach, unless they pay to boost visibility through advertising.
Chairman and CEO Mark Zuckerberg announced that:
“Public content — posts from businesses, brands and media — is crowding out the personal moments…The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups.
As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.”
Based on everything we’ve seen and read, the bottom line is that if you currently have great engagement on your Facebook Page, keep doing what you’re doing. Don’t panic.
Some Pages are seeing less interaction, and some are not seeing any change at all. Monitor carefully for any drop-off in engagement.
Follow our standard Facebook advice: make sure your posts are short, snappy, relevant, interesting, and almost always include a visual of some sort or a video.
What Else Can You Do?
In addition to experimenting with Facebook Live video and Facebook Groups (both seem to get a lot of organic News Feed visibility, at least for now) there is one more thing you can try….
Simply ask your followers to adjust their settings to select See First, so that when you do post, it appears at the top of their News Feed.
The photo at the top of this post illustrates where to go on a Page to make that selection.
—->> Take a screenshot of the dropdown options on your own Page, like we did on ours above. Make a Facebook post out of it, explaining how to pick the See First option, and why. Then, to make sure that lots of your Page followers actually get the message, pay to run it as a Sponsored post for about five to seven days.
Have you tried some or all of these methods to overcome a problem with Facebook Page posts not being seen? Give us your best advice about the situation, down in the comments.
(We cover Facebook Pages for tourism in detail in Lesson Two of our online Full Course with Full Support – learn how to use social media and digital destination marketing to bring more visitors to town! Lessons are kept updated, and you will never lose access. Ask questions and get feedback any time, in any course module. Includes the option to join our private Facebook Group, “Our Town Matters.”)
—->> Did someone forward this blog post link to you? Go here to subscribe by email, for your own twice-monthly free destination marketing tips and ideas.