The most important thing to realize is that Facebook reach is not going to be the best option for everyone. You may have noticed a slight drop, major drop or not much of a change at all compared to average post reach from the previous year. Facebook page Barometer is an easy way to compare your post reach compared to average pages. You may find that pages that were more negatively impacted rate included those that already had a low engagement rate or negative feedback.

1.       In order to get the best from the service, you must create the best Facebook page. Bad content or unknown brands will not get the best reach from the public. If you fit in a unique niche, be sure to provide the best page and content for your select audience. You can’t always expect the same exposure and likes as a page like Harley Davidson, but you can still reach your audience.

2.       To get the best exposure, you may need to pay more to Facebook. It is effective to promote content, products and services on Facebook, but you can choose between free visibility or to pay for more views. It is worth it to pay more to obtain the qualified leads you need.

3.       Facebook was also not originally designed to be a form of advertisement. The main goal was for individuals to stay connected with friends and families. Even though businesses are now included as Facebook users, they have never been the reason for Facebook to exist.  Other social networks were also created for the same purpose, while still allowing businesses to promote or advertise. However, these other options, including Google+, Twitter, Pinterest or Instagram, do not provide the metrics you will find with Facebook.

4.       Fans should only ever be earned and not bought as Facebook fans. If your complaints originate with Facebook requiring payment for fans or for better ability to reach them, reconsider where YOUR best fans come from. They should come from natural website traffic, blog readers, existing clients, email subscribers or even just actual traffic to your physical site. Your fans should have been earned in the first place, not bought from Facebook.