Hyperlocal, timely, real
Facebook is by far the largest platform, with the broadest adoption amongst Americans. However, there is a tradeoff: the learning curve is higher, it is by far the most time-consuming, and all business/organization posts are subject to heavy filtering by Facebook’s EDGE algorithm. On average, according to Adweek, a typical post is seen by only 7% of a page’s active “Likes.” This means that 2,000 people may have Liked your page, but the average reach on any given post will only be around 140 people. The people that actually engage with your post (click “like,” comment, or share it) will be even smaller. If you consistently beat 7%, you are doing well. These numbers will improve if you can afford to pay for ads and boost posts, in fact, their ad targeting is very precise and can be powerful. They know A LOT about us.
Facebook wants to be everything: the way you stay in touch with friends and family, your event calendar, your preferred source of news, your blog platform, business customer service messaging, instant messaging, your group and organizational forum, and your source of video learning and entertainment. For free.
Facebook also rewards those who post directly using its interface, and not with third-party scheduling managers such as Hootsuite or Buffer. Thankfully we can now save drafts and schedule posts right from Facebook. One exception is Instagram, for which there is no penalty for cross-posting to Facebook, since they are both owned by Facebook.