Content is King in 2018: If you haven't switched from organic reach to promoting your best content on Facebook, it's time to realign your social media strategy.

Author:Harrington, Leah
 
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We all know Facebook is the most popular social platform out there, but just how popular is it?

* Founder and CEO Mark Zuckerberg reported in August that more than 2 billion people log on to Facebook each month to connect with friends and family.

* According to Sprout Social, Facebook is one of the most obvious options for social research.

* Around 76 percent of adults online use Facebook, and since the rise of Facebook Live, the platform has seen a 700 percent growth in video views.

EFFECTS ON MULTI-UNIT FRANCHISES

With significant growth in the number of Facebook users, it's becoming increasingly difficult for local businesses, franchise corporations, and even international brands, to be seen there. The growth makes it harder than ever to achieve an organic, natural reach--even for people who already follow and like your multi-unit franchise business page.

Facebook has announced several algorithm changes during the past year, according to Inc.com, and is continuing to make changes in 2018. One major shift includes the favoring of friends and family posts and the lessening display of business posts. This shift distances businesses from their consumers. If these trends continue, organic reach from Facebook pages will dwindle.

"If you have a business page, what you may not realize is that less than 0.5 percent of your fans, on average, will actually see your updates," said Larry Kim, Founder and CTO of Wordstream.

5 TIPS HOW TO ADAPT YOUR FACEBOOK STRATEGY FOR 2018 AND BEYOND?

TIP 1

Change is here whether you like il or not.

Facebook marketers must accept that the platform has changed and is going to continue to evolve. Multi-unit business owners should continue adapting with the change rather than resisting it. Facebook is becoming a pay-to-play network, and you must factor the new changes into your 2018 strategy. Boosting posts and advertising is the key. TIP 2

Cut back on organic posts and spend your lime elsewhere.

If pay-to-play is the name of the game on Facebook, why spend time creating content that no one is going to see? Share your best content, and, better yet, promote it. Following this strategy shift allows you to choose the right people to see your content. After all, you've curated it just for them. Don't forget about boosting posts, either. Even a few dollars per day can improve your reach.

TIP3

Stalic images will be lost in a video-consumed newsfeed.

Facebook has become one of the most visual platforms on the web. Video is...

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