The issue I am going to talk about an annoying issue which has been reported by dozens of professionals for 2 years.
Major marketing agencies and brands worldwide that have invested considerable amounts of money on Facebook marketing in the hope to get in touch with their fans and prospects and to build large business pages, only to discover one day, powerlessly, that they have to pay once again to reach their fans... Otherwise, organic reach (without post promotion) has been declining according to some studies. Facebook did confirm this trend and provided two reasons to justify this one-side decision (Customer is King, you said) :
1- Exponentially growing competition over content that has to be shown in everyone's newsfeed. Not all stories can be displayed, .. True, but this is not necessarily a fatality. Solutions can be found to enable users to filter newsfeeds themselves. This leads us to the second explanation, to quote Facebook !
2- "Rather than showing people all possible content, News Feed is designed to show each person on Facebook the content that’s most relevant to them" (source: Facebook for Business)
Really ? So we are supposing that people "like" pages that they do .. not like. I would not hide my frustration as a user of Facebook Pages services, but let share my experience as a regular Facebook user who likes some pages. Many of them have not shown on my Newsfeed for long months, to the point that I totally forgot about them, or I believed that they were shut down. The truth is, that I did engage with those pages and I regularly check them.
This is a simple story showing that Facebook's algorithm is totally unfair and abusive, deciding for us what is most relevant and what is not.
How many times I have been asked by friends why there is no more content o my page, however, they simply never get page's updates on their newsfeeds.
Now, the smart thing about Facebook is that there is always solution to everything : people still can manually prioritize X Page updates on their newsfeeds. Even better, they can choose to receive notifications everytime your Page publishes some new story, so that you can build strong ties with your fans as if they were close friends or members of your group (you can check my review about FB marketing via Pages vs. Groups)
Still, fans should know about these interesting options, and this is quite challenging. In my own opinion, this can sound pretentious but it all depends on when and how you make this call. It can be tricky to invite your fans to check the options in order to know immediately about your promotional gifts, why not.
Finally, because we, community and brands managers, have to cope with this reality, we should consider the success stories when it comes to users' engagement which looks to depend not only on content's quality & frequency, but also on how you communicate with fans.
Just a hint: some pages succeed on sharing stories, real stories of humans, others improve their organic reach by getting their fans involved in the content itself, etc.
It is all about communication, meaningful communication, in its most basic and obvious form. To be continued..