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The debate rages on as to the effectiveness of Facebook marketing. While organic results within Facebook's feed might miss the mark from time to time, paid Facebook marketing can still bring highly targeted visitors, functioning as the awareness advertising of our time!
Facebook used to give plenty of credence to the organic posts from business pages. But since turning IPO, they need a source of income and a business can no longer get the same pull from just posting things. The posts need to be boosted to a targeted audience in order to have a wide enough reach to be an effective form of Facebook marketing. Without paid sponsorship, a business can expect only a small fraction of the people who "like" their page to see their posts.
That doesn't mean that a solid Facebook posting schedule shouldn't be followed within a business's Facebook marketing strategy. Without a lot of new content being created, the page will look empty, uncool and untrustworthy. A good rule of thumb is to watch for posts that seem to do well organically, and then boost those. Otherwise, save paid promotion for posts that really need to get out there, such as contests and special offers.
Facebook marketing isn't exactly rocket science, although it does benefit from an expert hand with regards to posting tons of relevant content and boosting the right items at the right times to the right audiences. What are your strategies for posting and promoting new content?