When it comes to promoting a business, social media has established itself as an effective alternative to traditional mediums, like TV and radio. Instead of vying for a prospective client's attention, on social you can speak to users directly, every time they log on.
But the recent changes on Facebook mean organic page reach for businesses is practically non-existent; some speculating as low as 1%. That means business page owners, especially large brands, will have to pay to speak with their entire community by promoting posts.
This isn't the worst thing in the world. In truth, most social users aren't interested in seeing what brands have to say. Typically because business pages are too focused on getting you to visit their store or website instead of providing fun, engaging content. For a social user like myself, I don't want to be distracted by sales pitches jammed between my pictures of skull tattoos and fluffy kittens.
What does this mean for your business page? You need to put more focus on the quality of your content. Is this post a sales ploy or do you actually have something to say? Are you telling a story or just talking at people?
Also, you will need to set aside a budget for promoting posts every week, once a week, or once a month, depending on your needs, the value of the content in your post, and how important social engagement is to your business. By creating a structure and a budget, you will improve your interactions with users on Facebook and be seen as an expert in the space and not just another brand hocking wares.
We are witnessing the beginning of the end of free advertising on social media. As social continues to invade every aspect of our lives, the networks themselves will continue to find ways to make brands 'pay-to-play'. This is still the most cost-effective way to reach the most targeted group of prospective clients small businesses have ever had, but expect other networks to follow suit with similar costs over the next few years.
Want more information on how to use social to promote your business? Likeable CEO, Dave Kerpen, recently gave a webinar on the topic. View it here.