Facebook: Is the free ride over?

Take 5 minutes today and look at your Facebook insights. You’ll probably see that post reach & engagement will be trending downward. Facebook is changing the way that the newsfeed is being populated: paid posts are weighted as more important than organic results in the newsfeed, and a friend sharing your post is more likely to appear in the newsfeed than your original post. This is Facebook’s passive-aggressive way of telling businesses: the free ride is over.

There are many steps you can take to increase reach and engagement, and I’ll share them over the next few days. Today, take the first step and talk to your employees. You probably have more “friends” collectively than the bookstore has “likes.” Here’s how you can take advantage of their social standing.

  • Encourage employees to “join” bookstore events and invite friends to join as well.
  • As I mentioned above, shared posts have more weight than original posts. Ask employees to share your posts with their friends.
  • Encourage employees to post freely about happenings in the store and tag the bookstore when they do. Photos have more weight than text-only posts, and if Facebook sees engagement, they’ll elevate the post to appear on more pages.

Tackling social media as a team is an important first step in expanding your social audience.

Beth Golay

Beth is a reader, writer, marketer and Books & Whatnot founder. Even though she knows better, she's a sucker for a good book cover and will positively swoon if a book is set in appropriate type. @BethGolay