You thought Mr. Facebook was your friend. F.B. invited you to set up a free page for your business. F.B. encouraged you to post content, promote your page and engage his 1.2 billion active users. As users started to Like your page, you invested more time to produce great content, and post status updates often, so that fans would stay engaged and tell their friends about you, and more users would Like you.

Mama Morton singing in Chicago - "when you're good to mama, mama's good to you!" The same goes for the Facebook algorithm.

As Mama Morton sings in Chicago, “when you’re good to mama, mama’s good to you!” The same goes for the Facebook algorithm.

Sure, it felt good to be Liked, but your real reason for investing time in Facebook was the belief that all your posts went into the News Feeds of all your Likers, for free!

Dear reader, Hollister Creative is your true friend. That is why we must tell you the sad truth. Facebook is fickle. While ole F.B. was making nice to the site’s 25 million business page owners, he was also busy tweaking his secret algorithm so that fewer and fewer of your posts would be seen by people who have Liked you.

F.B. isn’t saying when he started reducing the reach of your posts, but he confirms on his Facebook for Business pages that this practice is going to continue. Why? F.B. says it’s because his bestest friends are individual users, including 128 million Americans who check Facebook at least once a day. They spend 50% of their Facebook time browsing their News Feeds. Each of them could see about 1,500 posts per day there, if F.B. did nothing to filter the feed using the infamous Facebook algorithm.

So F.B. filters it, big time! The stated goal is to show each user the posts she would deem most interesting. How does F.B. know her mind? He follows her! Every Like, comment, click and share goes into the Facebook algorithm that selects about 300 fresh posts per day.

Nice for her, perhaps. But what about you? If you thought all Likers still receive all posts, as they once did, you may be shocked to learn that today the average single business page post gets shown to 15% of them. Your next post could be shown to as little as 1%. (Example: Among the 2,600 people who Like the Hollister Creative Facebook page, between 65 and 656 of them were shown recent posts.) The kicker: Your post reach drops by 50% in the first 30 minutes and hits zero within hours.

What can you do? The quick answer is: pay. Yes, F.B.’s friendship can be bought. Slip him some cash to “boost” your post and the filter goes bye-bye. (Example, we can pay $5 to $100 for one boost and get one post to appear fleetingly in 1,800 to 45,000 News Feeds of our Likers and their friends.) The reciprocal boost to Facebook profits should be obvious. If even 5 million page owners were to pay the minimum $5 to boost a post, the boost revenue that day would be $25 million. (Pausing for a moment here to call our broker and buy Facebook stock.)

If your business is not willing or able to boost Facebook’s revenue in return for boosted reach, F.B. suggests that you post a variety of interesting content that will attract Likes, comments, clicks and shares. The more a user and her friends interact with your content, the more likely it is that F.B’s filter will show her your future posts.

Think that Facebook has a reasonable ROI for your business? You may think differently after reading this Forbes blog post. Let’s talk about your resources and goals and figure out if Facebook still makes sense. Call Kim Landry at 484.829.0021 or email [email protected].

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