What's a syndicate of writers and artists like us to do? We alone are too small for Facebook to pay us any attention. But what we can do is educate you, our readers.
Facebook Is An Advertising Company
Foremost, Facebook is great at research. This is no surprise. Any advertising agency worth its salt knows its target audience, which is why you don't see teenagers in denture cement ads. The task of getting to know what makes you tick is made easier still when you fill in their user profile information forms. There's a reason they ask for your vital statistics -- age, gender, hometown, occupation, education -- it helps them slot you into a preset demographic so Facebook's clients (the advertisers) know what products to sell you.
Facebook Doesn't Share All Your Fan Page Posts
Test this yourself. Log in to your Facebook page and see if any of your posts have a reach of zero. If you're fortunate enough to not have a single zero-reach post, try this: count all your posts in the past two weeks. Then have a friend who's already a fan of your page log in and count your posts in his feed. Chances are he'll come up short. But this should come as no surprise because...
Facebook Wants You To Pay For Exposure
We'll put it this way: All of the content on our website is free to read. You, the interested reader, like our content and want more. It makes sense that you'd also like our Facebook page to keep on top of new content and updates.
Here's the problem: Facebook wants us to pay them to bring you content that we're giving you for free. If we don't pay Facebook, you'll never get our content because it will never pop up in your news feed. Ever hear the expression, "What you see is what you get"? The reverse is true: "You can't get what you don't see", and that's because you can't get what you don't know is there.
"Wait!" you may be thinking. "So why don't you pay to boost your reach?" Good question. From a strictly business perspective, it would only make sense to boost those posts where we're selling you something. This is because we want to maximize our chances that you see and want what we offer. And here's the problem with that: if all you ever saw was advertisements, you wouldn't like our Facebook page. We'd essentially be paying Facebook to spam you.
But Don't Take It From Us...
We expect organic distribution of an individual page's posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.
We're getting to a place where because more people are sharing more things, the best way to get your stuff seen if you're a business is to pay for it.
We say: Sorry, Facebook, not today.