You’ve seen me post on here examples of where Facebook reach improves when I start managing a client’s Facebook page. In fact, I wrote about one last week. This week, I thought I’d post an example of one I no longer manage.
At the start of the summer, a long-time client started managing their social media in house. Previous to the hand off, I had been managing Facebook, Twitter, Instagram, and Pinterest for them. Twitter, Instagram, and Pinterest have all gone silent. Facebook still has some activity.
Below is a screenshot of reach for their Facebook page over the last year. I stopped managing their account at the end of June. You can see that almost immediately, reach dropped off.
When I was managing the page, the page often saw reach in the thousands. In the last 3 months, reach never once hit 1,000. In fact, their highs in the last 3 months are where my lowest low was; most of my lows were higher than their highs are now.
And I had grown their page by 12,000 page likes! They had 12,000 more page likes to work with than I did when I started with the page.
So what’s the cause? Well, more or less, it’s infrequency of posting. While their engagements (reactions, comments, shares, etc) per post are about the same, they post far less frequently. They’re not even posting daily, whereas I was posting several times per day.
Plus, I was engaging with other pages, driving traffic to their Facebook page. That isn’t happening anymore.
And this isn’t unique to this former client. Virtually every client who switches from contracting out to me to hiring internally sees a drop in reach and engagement. There has been only one client who has maintained or increased reach/engagement since switching to internal social media management.
So, not only will reach increase if I manage your company Facebook page, it will probably go down if I no longer do it.
