Preparing For The Bad Times
Over the last week, I have seen a dramatic drop in Facebook organic reach, on my Change Your Thoughts page from 25 million to 3 million. that’s a huge drop off.
You can see from the screenshot below just how much it has dropped off in the last week.
This is not unusual for many facebook pages, and indeed my page has seen many of these huge drop offs over the last 18 months, and it can last for a few months. Take a look at this screenshot:
You can see from the above chart that the first major drop-off occurred in May 2014, dropping from 7.5 million weekly reach to around 100,000 weekly reach. That period of low organic reach lasted for 2 months.
Then in August 2014 it happened again only not so dramatically.
Then again in December 2014 from 20 million to around 3 million weekly organic reach.
Why does it happen?
The honest answer here is I don’t know, I can only speculate as to why it happens. Now, most people would shout ‘IT’S THE ALGORITHM CHANGES’, but that’s kinda a blanket excuse for everything that happens on Facebook.
What to do when Facebook organic reach plummets?
That’s right, you do absolutely nothing: no trying to guess what happened, no panicking, no shouting it from the rooftops, no getting angry, no getting worried about how much it is affecting your business. You might want to write to the Facebook help team to find out if there is a specific reason for it, but you may have to wait a long time for a reply.
Whatever the reason for the sudden drop off the ONLY thing you can do is to keep going, doing what you’ve always done and producing great content, and great links for your readers.
If you have a great page with lots of great info people will still find you, others will still share your posts and eventually your page will return back to normal.
Now, that might seem like a cop out answer to give you, but something a lot of people forget is that you don’t own your Facebook page, Facebook does. So they can pretty much do whatever the hell they like with your page and there’s nothing you can do about it.
What’s the point then?
The point of Facebook for your business is to use it as a platform to drive traffic to somewhere where you do have control e.g. a landing page to get readers to sign up to your newsletter. This way you take back control.
So, you have to roll with the good times and use Facebook as much as possible to get a bigger list, to test your landing pages, to connect with others, to sell your products.
Facebook is an environment outwith your control and so you use it to send readers to a place which you do control.