“Do you have a business budget in place for Facebook use?”
This is a question I get every year, not just now at the end of 2016. In fact, there have been several “rumors” of that nature for the past few years. They seem to pop up every now and then and spread through social media like wildfire. As you can imagine, it can get confusing and frustrating. Let’s take a look at this question of Facebook charging us.
First and foremost, there is absolutely no indication that Facebook will charge for Personal Profile pages and personal use. It is counter-intuitive to imagine they would. After all, it’s always been free so wouldn’t we go elsewhere? What if it was only 99 cents per user? We would still feel like we were being nickel-ed and dime-ed, and we would be right.
Secondly, what about our Business Pages on Facebook? Think about it for a moment. Facebook has said it would remain free, and I cannot find any factual evidence that you will have to pay for your business pages.
There’s a “but” though; getting your posts seen on your Facebook pages is another story. I do believe that without the use of Boosting and Advertising, you may find that your competition is way ahead of you. What do I mean? If they are spending money on Facebook, they may have a big advantage over you even if you are doing everything else right on Facebook. This is a real scenario and one you need to start doing something about.
A few tips for your 2017 Facebook marketing strategy:
- Watch your Analytics – see which posts are doing the best with Likes, Comments and Shares
- Put together a budget to start Boosting posts that are organically performing well – even if it’s just a few engagements
- Boost one post per week
- Boost an Offer and have the Call to Action go to a page on your website
- Boost to the People Who Like Your Page and Their Friends
- Boost by Creating a New Audience
- Pay attention to the analytics of your boosted posted – what is working
- Running ads on Facebook may make sense – it depends on your product or service, your target market and your budget
Facebook is in the business of making money. To do that, it must continue to motivate business members to spend. It is also in the business of keeping its users happy. As a business, you cannot ignore Facebook and social media, period. Get planning for 2017 with a reasonable budget. Start small and see what works. Without a budget, you may find that your hard work is not paying off. Organic reach will continue to get harder. There is just too much stuff on Facebook. Those who are willing to pay to play will continue to have the competitive edge.
Happy Happy Holidays!