If you want to make your head spin, Google “Facebook organic reach is dead.”
It’s a one-way ticket to a world of irreconcilable opinions. “Abandon ship; organic reach is dead!” versus, “No, wait; Facebook is still a land of opportunity!”
It’s more than a little difficult trying to figure out who’s right—especially because in a lot of ways, everyone is right (and everyone is wrong, too).
Though there’s no arguing that Facebook has offered diminishing returns for businesses and marketers over the years, that’s a symptom of growth with any relatively young, increasingly competitive medium. That’s why I made the conscious decision to stop paying attention to both sides of the organic reach argument.
Instead of allowing myself to be passive and feel helpless in the face of declining reach, I learned how to adapt to Facebook’s changes before they happen—and to refocus my strategy on statistics that affect my bottom line a lot more than reach ever did.
Here’s how I shifted focus, and where you can start:
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