Facebook Strikes Again - And Her Hearing Aid Started To Melt
Oh Facebook. You've gone and done it again. You left us, just when we needed you most.
Here's what popped up recently:
We've updated organic reach for Pages so that it's measured similarly to paid reach for ads in News Feed. This allows you to more accurately compare paid and organic posts for your Page.
The new organic reach definition counts the number of people who had an unpaid post enter their screen. Previously organic reach was counted when a person had an unpaid post placed into their News Feed whether it entered the screen or not.
How your Page is affected
This update doesn't change how your posts are delivered, or who sees and engages with your posts (through likes, comments and shares). This is an update to the way we measure organic reach, which may result in changes to the reported numbers for your Page. For example, you may see a decrease in organic reach.
For example, you may see a decrease in organic reach.
This is important for anyone who regularly reviews their engagement and reach on Facebook. You may see (or have seen) organic traffic plummet and have had a small (or large) freak out.
I will admit it, I had a wee bit of a meltdown.
We started seeing what looked like traffic falling off a cliff on February 2. We saw this announcement in an Insights tab around Valentine's Day. In the 12 days in between, we had a few dozen conversations with clients and potential clients who had already noticed the issues. That's 12 days of seeing that drop and not knowing WHY. We were already working on making adjustments to some of our work and OF COURSE we will still be doing this. But it is really helpful to have more information on what is behind the drop in reach.
You do not actually have less people seeing your posts, they are just counting it differently. For me, I look at it like this. Facebook is (or should be) just a piece of your integrated marketing strategy. Ideally, a drop in reach on one platform doesn't impact your big picture. You can and should make adjustments to your metrics. But it shouldn't change your overall strategy.
As always, we will keep you posted on changes, ways we can combat this, and other relevant topics like pugs in blankets and adventures at the DMV.