Why is everyone picking on Facebook?

Does it seem like people are seeing less of your page’s posts?  It’s because they are.  Facebook is moving the industry from organic results to paid results.  At FrontGate, we say that we’re seeing the move from Social Media to Social Marketing.  But before we go waving a finger at Facebook saying, “shame on you for trying to get money out of me”, let’s take a step back.  Perhaps we should be saying, “Thanks for this amazing free platform you have given me to reach people for my organization!  By the way, how do I engage with them in a way that encourages post views and engagement?”


While Facebook does not have a manual for businesses and ministries to teach them how to get their posts seen organically, they do have some pretty intensive ad building tools for paid reach.  Tell me, where else you can create and publish an ad that targets college graduates under the age of 30, living in Wyoming, who own a house, and like Christian music?  Facebook really delivers amazing ability for marketers to reach a very targeted audience.


Not all audience targeting tools require payment.  You can target demographics in your unpaid posts too.  (HOT TIP:  It’s actually a key to getting more of your content seen.)  If you need volunteers in Atlanta, then target the surrounding area, not all of your followers. Facebook looks favorably on this since their goal is to deliver the most relevant content to their users in a sea of constant posts.


I’ve said it before.  Facebook is all about improving their individual users’ experience.  Happy individual users make regular users which in turn makes happy advertisers and organizational users.  If you want some insight as to how to post on Facebook so that you have a good organic reach, then turn to the individual user manual.  What is Facebook telling their users about how they want their Facebook experience to be?  Align your posts with that, and you will have greater visibility.

At this moment, this information below is the most recent information/update Facebook has shared with their individual users: (See my notes in Caps as to what it means to you as a business page owner.)

Discover what’s going on around you: Millions of people check into their favorite places and use optional features like Nearby Friends (currently only available in some regions). We’re working on ways to show you the most relevant information based on where you are and what your friends are up to. THIS MEANS YOU SHOULD BE USING GEOGRAPHICAL TARGETING WITH YOUR POSTS.

Make purchases more convenient: In some regions, we’re testing a Buy button that helps people discover and purchase products without leaving Facebook. We’re also working on new ways to make transactions even more convenient.  COOL HUH?  HOPEFULLY FACEBOOK WILL MASTER AN IN-HOUSE SELLING TOOL SOON, BUT AT LEAST THEY ARE WORKING ON IT.  TUCK THAT INFO AWAY FOR LATER.

Understand how we use the information we receive: For example, understanding battery and signal strength helps make sure our apps work well on your device. We ask for permission to use your phone’s location when we offer optional features like check-ins or adding your location to posts.  AGAIN IF FACEBOOK IS PUSHING THE GEOGRAPHIC TOPIC, IT BEHOOVES YOU TO GET ON BOARD AND USE IT.

Your information and advertising: People sometimes ask how their information is shared with advertisers. Nothing is changing with these updates—we help advertisers reach people with relevant ads without telling them who you are. Learn more about ads and how you can control the ads you see.  PEOPLE CAN TELL FACEBOOK THEY DON’T WANT TO SEE ADS LIKE YOURS.  THIS WON’T HELP WITH YOUR VISIBILITY SO BE SURE TO NARROW YOUR AD TARGETING USING THE DEMOGRAPHICS FEATURE.  REACHING 10,000 PEOPLE WHO ARE POTENTIAL BUYERS IS FAR BETTER THAN 1,000,000 PEOPLE THAT ARE WONDERING “WHY IS THIS AD SHOWING UP IN MY FEED” AND CLICKING THE “I DON’T WANT TO SEE THIS POST” BOX.

In closing, targeting specific demographics, seems to be the latest and best update Facebook is offering to it’s individual users and business users.  (Well, there is one more.  But I’ll cover that in the near future.)

Written by Katie Nguyen, FrontGate Social Marketing Manager.  Contact us for information on our Social Marketing Packages.

How are you mastering the geographic targeting options on Facebook? Let us know in the comments!