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Facebook et la portée de votre message

Je crois qu’il est à propos d’écrire ce billet, car le sujet s’est imposé de lui-même à la suite de nombreux commentaires négatifs qui me sont exprimés vis-à-vis la portée organique des publications faites par les organismes et les entreprises sur Facebook. Malheureusement, depuis 2012, la portée moyenne d’une publication sur votre page est passée de 16 % de votre base d’abonnées à environ 6 %, voire même 2 % pour les pages avec un auditoire qui dépasse les 100 000 j’aime.

 

Cependant, il est faux d’attribuer ce changement de l’algorithme d’affichage du fil de nouvelles uniquement à une vision mercantile de l’entreprise. Il est vrai qu’en imposant ce modèle, Facebook oblige les organismes à débourser de l’argent pour véhiculer leurs messages de façon pertinente, mais du même coup, il offre un service de bien meilleure qualité aux diffuseurs de contenu en s’efforçant de diffuser le bon message au bon auditoire.

La raison la plus évidente justifiant ce changement est évidemment l’importance que Facebook a dans notre quotidien. Chaque jour, un nombre de plus en plus important de publications sont mises en ligne. La croissance de ce volume « d’information » dépasse largement la croissance du temps de consommation des gens. Les résultats sont donc qu’aujourd’hui, le volume d’information produit par nos amis et les pages que nous aimons dépasse largement ce qu’il nous est possible de consommer. En juin 2014, Facebook estimait qu’à tout moment, un usager moyen qui se connecte à son fil de nouvelle est susceptible de recevoir 1 500 nouvelles publications. Ce chiffre grimpe jusqu’à 15 000 publications potentielles pour un usager ayant un réseau de taille supérieure.

De plus, Facebook explique qu’une partie importante des usagers qui se plaignent de recevoir trop de contenus promotionnels n’arrivent pas à faire la distinction entre le contenu commandité et les publications organiques des pages qu’ils aiment et supportent. En effet, les efforts déployés par Facebook afin de livrer du contenu commandité pertinent en fonction des intérêts et du niveau d’engagement de chacun ne s’appliquent pas au contenu organique puisque le contenu des publications n’est pas soumis aux mêmes filtres.

Ainsi, puisqu’il est de plus en plus difficile de rejoindre son public, il est de mise de s’efforcer de publier du contenu engageant pour votre auditoire. En plus du guide des meilleurs pratiques et conseils que je vous recommande de lire, voici quelques petites astuces à toujours garder en tête lorsque vous faites des publications quotidiennes :

·       Éviter les publications qui incitent à faire un don ou acheter un produit sans mise en contexte ou de storytelling.

·       Éviter de republier du contenu identique à une publication commanditée active pour éviter à tout prix les répétitions de contenu.

·       Voyez votre page Facebook comme un lieu d’échange avec votre communauté et non comme une vitrine publicitaire.

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The quality of the product photos must also be ensured. While the varying colors of computer screens and monitors are beyond the control of an e-tailer, small businesses can benefit by spending more resources in getting better-quality pictures of their products up on their sites.

The small online merchants also need to address the consumer concerns with having to return garments. Instead, small businesses can make sure that clear and detailed instructions on how to return purchased items are provided on the site. The cardinal rule to be followed is to make the process for returning product as easy as the process for buying them. One strategy may be to offer guarantees to customers for a full thirty days to return products for refund, exchange or store credits.

Despite technical and financial limitations, small businesses can instead focus on improving their customer service and developing better relationships with their clients. Using the strength of their customer service, small online businesses can join and benefit from the much-awaited takeoff of the online apparel industry.

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