Facebook Circles: Supporting Fellow Business Owners

That blasted Facebook algorithm has been a challenge to business owners everywhere.  The Facebook algorithm decides which stories users see in their News Feeds making the idea of organic reach all but nonexistent for small business owners. Although Facebook states that the algorithm is used to enhance the user experience and hide “boring stories” (edgerank.net/), many business owners know that the algorithm seemingly suppresses posts on users feeds delivering it to a limited number of followers. The only way to increase reach is to  boost posts or a business page through advertising.

However, there is another way to increase visibility without spending money.  Business owners can raise post reach and outsmart that algorithm by increasing interaction. Interaction is defined as anytime a post receives a like, comment or is shared on another page. When interaction is increased the Page posts will begin to naturally or organically be seen more often in users news feeds. Larger companies and organizations do this through encouraging employees to like a share company pages, but what about small businesses. What can a small business do to increase its organic reach?

No one is quite sure of how the Facebook algorithm works and if they tell you they do, they are lying. However, interaction does seem to improve visibility.  Getting company employees to like, comment and share posts from company page through their personal pages can help. However, if you are a small company, that may not be enough.

Instead, it may be time to enlist help from outside your company ranks. Hopefully, you have friends and family who are willing to like and share your posts. Although this is helpful, these individuals may not be your ideal customer. In addition, think of the power of partnering with complimentary businesses so that you can work together to promote each others posts and pages.

For example, if you have a florist shop, perhaps you could work with the local bakery to not only like and share posts on each other’s business pages, but also encourage  employees to share on their personal pages as well.

How might this work?

A group such as a Chamber of Commerce or a group dedicated to creating leads for one another’s business, could publish a list of all the Facebook pages of its members. Businesses could review the list and see what companies would be a good compliment. The leaders of the groups could even make recommendations as to which businesses might be able to work together.

Then, the businesses and employees would work together to improve the visibility of these companies. It is similar to creating leads. This list might also be an opportunity to create cross marketing for contests or other promotions.

Of course, the trick to this working is to find businesses who are willing to work as hard as you are to promote their business and yours.

This same technique cannot be applied to Instagram. The Instagram algorithm will simply show you more posts from whoever you like so if you employ this technique on Instagram, businesses will simply see each other’s posts.

To start, find one or two businesses that are interested in increasing their organic reach on Facebook. Try it for a month and see how it works. Like any business deal, it is important to right to have the right partner.

Another way to increase reach is to hire a professional Social Media Management company like ItsAllGeek2Me. For more information contact me at kparis@itsallgeek2me.org.

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