Social Media was and is still a Dominant Tool

Just how dominant a business tool was social media in 2017? Despite being involved in an investigation by Congress, Facebook reported its highest earnings ever in Q3, up nearly 50% from a year ago. Its mobile ads are so popular that the platform is actually starting to run out of space for them, even though they’re charging more than ever. Meanwhile, the network eclipsed the 2-billion-user mark, now counting nearly one-third of the planet among its user base.


What does this mean for you if you are a business owner? It means that if you don’t have a social media or digital marketing plan in place, you may be missing out on a big opportunity. Your audience is on social media. You may think that finding them will be a challenge that you just don’t have time for. You may even feel that the technology is overwhelming.  Then there is the time involved. This is where a good digital marketing agency can help. And if you are a little more familiar with social media and have tried to maintain your accounts, consider this.

Reach Is No Longer free

Goodbye free reach on social media (for real). For years, companies’ organic reach on Facebook (the percentage of their followers who see company updates that aren’t “boosted” with ad money) has been dwindling, dipping as low as 2%. Now it seems Facebook may finally kill organic reach on the News Feed entirely. This fall, the network rolled out a new “Explore Feed,” a kind of second-class stream just for company updates. Testing has already begun in some countries to banish company social posts from the all important (and increasingly crowded) News Feed over to Explore.


Gone are the day when you could publish content on your Facebook page or Twitter account and reach hundreds of people for free. If organic reach is what you are after, you will need a solid strategy and a heap of patience. While it is still possible to reach people online, a savvy social media strategy that generates consistent leads will include some form of advertising. If you have wasted money on ads in the past, I feel your pain. If you are afraid of running ads because you think it will be a waste of money, let me assure you of one thing. A savvy digital marketer can help you set up an online marketing plan that is tailored to your business.


Author: Linda Marisa Jones

I'm a freelance writer and social media manager who supports business leaders and online entrepreneurs.