The future of organic reach on social media
Social media has worked its way up the ladder to become one of the most effective and trusted marketing tools of our era.
Not only does social media give brands the means to communicate with millions of people worldwide, it is also free.
But recently, social media giants Facebook and Twitter have been making it harder and harder for brands to reach consumers without paying for it (organically).
Facebook’s organic reach has been steadily declining for a while now. Earlier this year a Forrester survey measured consumer interaction with big brand posts on Facebook at a mere .07 percent.
Now Facebook has announced plans to cut branded content from the News Feed altogether, from the beginning of next year.
The reason, Facebook explained, was that users complained about the amount of promotional content on the site, most of which apparently comes from pages people have liked, rather than paid ads.
In a new study titled Social Relationship Strategies That Work, Forrester’s Vice President and Principal Analyst Nate Elliott said that there are other ways to communicate with your customers, rather than focusing solely on Facebook.
In the report, it was revealed that consumers interested in a brand are nearly three times more likely to take a look at your website, rather than check out your Facebook page.
Having a community on your website can be effective, Elliott suggested. He mentioned how Sony Playstation’s social microsite GreatnessAwaits.com received 4.5 million visits (with an average visitor length of four minutes), resulting in them getting a major step ahead of main competitor Xbox.
The report also revealed the importance of email marketing – with people interested in your brand almost twice as likely to sign up to receive emails than visit your Facebook page.
Emails reach the consumer 90 percent of the time, Elliott pointed out, while Facebook messages only make it to the recipients 2 percent of the time.
But just because Facebook and Twitter’s organic reach is waning, it doesn’t mean social media marketing is no longer effective – there are other social hubs you could incorporate into your content strategy.
For instance, the microblogging site Tumblr is now the fastest growing social networking site, according to new statistics released by Global Web Index.
In the past six months, the number of active users on Tumblr grew 120 percent.
Another great social site that experienced rapid growth was Pinterest, gaining 111 percent more active users.
On the other hand, Twitter’s active users only rose 26 percent, while Facebook grew a mere 2 percent.
Facebook and Twitter are still effective marketing platforms, but one thing that is clear is the need to focus on other areas of communication.
Posted by Dylan Brown