Facebook admitted recently that page’s are receiving fewer and fewer hits on their posts. If your sales team or eCommerce department have been watching, there has been a clear and consistent trend. Fewer hits, less likes and lower engagement. In fact this was an official statement out of Facebook:
“We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.” Adage.com
Meaning that what was the best part about social media marketing, it was free, is a declining concept. In fact they openly admit that the best way to continue to obtain impressions is to “buy ads”.
While companies have been linking and sending clients to Facebook as a means to continue the dialogue, we have in fact shot ourselves in the foot. Facebook, to make the site meaningful, will only show posts that are likely to engage users. An overwhelming stream of fan page updates and links simply doesn’t make the cut.
It is my opinion that unless a major change comes about, along with teenagers abandoning the site, that companies will invest less and less time into Facebook as the return on investment dwindles dramatically. This is especially true at hotels where pages, as an industry, have the smallest conversion rates.
Facebook themselves point answer the most important question. Why acquire fans?
The main reason to acquire fans isn’t to build a free distribution channel for content; it’s to make future Facebook ads work better. –Cotton Delo
What is your Facebook strategy? Are you moving to Instagram, Twitter or another network? Do you see this at your hotel/company? Are you happy to buy ads on Facebook? Continue the conversation with me on Twitter @Sammy_Miami.