Facebook is two way channel (Papasolomou & Melanthiou, 2012) allowing businesses to post updates and receive comments from followers. Facebook’s recent algorithmic changes have drastically reduced organic reach and made it much more difficult for small businesses to reach customers with posts that have liked their page – let alone ones who have not!
But small business owner – do not despair, there are still ways to increase the engagement of your Facebook following and generate organic reach without having to spend your time and money on paid Facebook advertising.
What is engagement?
Engagement within a Facebook post is defined by Porterfield (2014) as:
A user liking a post
A user commenting on a post
A user sharing a post
A user clicking a link within your post