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Facebook Changes Facebook Page Admin Panel

You are here: Home / Social Media Articles / Facebook Changes Facebook Page Admin Panel

April 20, 2013 //  by Mike Allton

Reading Time: 2 minutes

Facebook’s drive to push businesses to spend money on each and every post continues.

If you have a Facebook Page, previously, when you opened Facebook and went to your Page, above your Page would be your Admin panel that gave you a snapshot of what was going on with your Page at that moment, including messages, Insights and notifications. Now, however, notifications which were prominent in the upper left corner have been replaced with a new Posts area.

At first glance, Posts is interesting because it lists all of your posts in a simple table view that includes the title of the post and how many people that post has reached (Total Reach). It also includes a separate column for Paid Reach, and now a not so subtle suggestion to “Get More Reach” (Facebook’s new term for paying to promote your own post).

In the lower right corner, the first Page Tip is a new video on promoting your post.

And of course the lower left corner continues to suggest that you pay for more Page Likes, though for me at least the recommended Daily Budget has increased by 200%.

What is happening is that in order to be “successful” on Facebook, businesses are feeling forced to pay to get more Page Likes, and then feeling forced to pay again to get those same paid fans to see individual posts, since Facebook’s EdgeRank algorithm frequently hides Page Posts from fans.

And since Facebook will not reveal how the EdgeRank algorithm works, businesses and marketers are left to guess. Conventional wisdom has been to create “more engaging” posts that include pictures and questions, but recent evidence suggests that such a tactic may no longer work. On a Facebook Page with over 2,500 fans, posts that included an image were getting a 1% reach on average, while posts with no image or question, just text, achieved an average 12% reach!

The problem is that Facebook’s revenue model is not working. Too many businesses are investing in Facebook promotions and advertising and seeing little to no return on their investment. But instead of offering more innovative ways to reach fans and create revenue, Facebook is pushing even harder on their failed techniques and methodology.

I have seen this in my own business as well as that of clients. When comparing the amount of money spent on Facebook versus Google+, and then looking at the amount of website traffic, leads and sales generated, the differences are both staggering and alarming.

Of course, like any social network, Facebook will be more effective and successful for some businesses rather than others. Typically, if your business targets consumers, Facebook can be a good fit. B2B marketers, while still using Facebook predominantly, are struggling and turning to alternatives like Google+.

Have you invested any advertising dollars into Facebook? Has your business seen positive activity as a result?

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Category: Social Media ArticlesTag: Facebook

About Mike Allton

Mike Allton is a Content Marketing Practitioner – a title he invented to represent his holistic approach to content marketing that leverages blogging, social media, email marketing and SEO to drive traffic, generate leads, and convert those leads into sales. He is an award-winning Blogger, Speaker, and Author, and Head of Strategic Partnerships at Agorapulse.

Mike is a Virtual Event Consultant and has partnered with Jenn Herman, Stephanie Liu, Amanda Robinson and Eric Butow to write Ultimate Guide to Social Media Marketing published by Entrepreneur Press.

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Mike Allton is a Virtual Event Strategist, and an award-winning blogger, speaker, and author at The Social Media Hat, where he has been educating businesses and organizations on the best use of content marketing for reaching and converting target audiences. He has spearheaded dozens of live shows and virtual events, reaching tens of thousands of potential customers on behalf of represented brands.

Since 2012, Mike has excelled at helping his community understand the nuance and best practices involved in utilizing social platforms, leveraging social media management tools, and creating 10X content. He has established a reputation for being able to explain complex tools or topics in easy to understand ways, all while bringing a necessary sense of overall brand strategy and business purpose.

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