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When Your Social Media Reach Falls Short

Meeting your potential customers where they are can be a lot easier than trying to get them to come to you. With this in mind, social media marketing is very sensible for many businesses. Considering that as of 2017, 81 percent of U.S. Americans had a social media profile, a large portion of your audience is probably social networking in some shape or form. In fact, the average worldwide internet user spends 135 minutes a day social networking. That’s a lot of time spent scrolling, liking, and sharing content, a.k.a. a lot of opportunities to market your products and services to those users.

But most social media sites make it deceptively easy to market to an audience. Page managers feel good about posting content on a page with 1,000 followers. Marketers have a painless experience with launching an ad. The problems arise when it’s time to assess the performance of these efforts. Most social media sites care more about chewing through a marketing budget than they actually care about helping a business market to the right audience.

Let’s say you own a dog grooming business in a medium-sized city. You have 1,000 users who have liked and are following your company Facebook page. To generate interest about special holiday grooming styles you offer, you decide to share a post leading up to the holidays with a cute picture showcasing your work and some information about the holiday grooming styles. However, when you check a few days later, the post has only been seen by 241 users. The time is ticking on the holiday season, so you follow the suggestion to pay $30 and boost the post to reach more users.

Hold on. Don’t you already have 1,000 followers? Shouldn’t your post get seen by all of those users if they like your page already? Why do you have to pay Facebook to show your post to people when you’ve worked for months to accumulate all of those followers?

It turns out organic reach on Facebook has been in a steep decline since 2012. It’s not just Facebook – other social networks are guilty, too. This trend only makes it harder for the marketer to determine, what, when, and where to post new content. In response, social networks have only made the advertising payment process even simpler and easier to get businesses to drain their budgets faster. Luckily, Go2s gives you back control of who sees your content. On the Go2s platform, it’s easier than ever to connect with your most devoted fans and get new business from word-of-mouth recommendations. The business features are coming soon – in the meantime, create a user account and make a listing for your business!