Enhance facebook content with paid ads or promoted posts.

AuthorLaflamme, Allison
PositionSOCIAL MEDIA

O VER THE LAST FEW MONTHS, the organic reach of Facebook posts has been on a steady decline, and there is no sign of it stopping. ("Organic reach" means: The number of unique people who saw your post in News Feed or on your Page.)

A recent change in the algorithm Facebook uses to populate newsfeeds is the culprit, but this does not mean it is time to jump ship and abandon the social site. Approach is what needs to change.

Facebook Ads: Ads should now be part of the strategic discussion around Facebook Pages and a financial institudon's involvement. Many banks utilize Facebook advertising for strategic posts such as product posts, new initiatives, and contests to expand the reach to targeted groups and populations, which can be done very effectively on Face-book. There are a number of advertising options.

Promoted Posts: Promoting posts is a great way to expand the reach of content on your Page and are quite affordable. Taking this action will help a post reach more Fans, and includes a variety of targeting options. It is recommended to promote posts that highlight a product, service or important topic.

Engaging Organic Content:

Aside from paid reach, there is still organic content that is likely to have more interaction.

* Photos: According to the Social Media Examiner, posts that incorporate photos receive as much as 83 percent more engagement. Visually appealing content is not only more likely to capture the attention of the audience, but it is also more likely to be liked, shared or commented on.

* Call-to-action posts: Just as you would with an advertisement, include a call-to-action in your posts. Tell Fans to like or comment, and ask open-ended questions that allow them to share their thoughts. Peoples Trust Company averaged 181 people reached and seven likes per post in the first quarter of 2014. However, a recent call-to-action post saying, "Happy Monday! Like this post if you are glad it finally feels like spring," reached 232 people and had 15 likes. This post reached 28 per cent more people than the average post reach and had 50 percent more likes.

* Tagging other Pages: It is highly recommended...

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