Group of Business People with Social Media ConceptFacebook is emerging as one of the best platforms for online businesses to leverage their brand. Despite likes and shares not counting towards your SERPs, new tools and algorithms threaten to muscle in on Googles dominance in the digital marketing world.

Marketing on Facebook is still not without its challenges. Unless you are prepared to pay for native advertising – which is FB’s ultimate goal – your posts only reach around two per cent of your followers. And you still face the task of getting them to engage with your content.

A lot of companies may struggle with this stumbling block. According to surveys, a low percentage of Facebook users engage with brand on social media. Therefore a lot of content is going unread.

Quality over quantity

Several years ago, it was a trend to collect as many followers as possible to show you were more popular than your rivals. This strategy has now backfired as companies have a high percentage of followers that never engage in their content.

And it is not reaching those that might.

Things cause for a drastic change. Companies will be better off shedding followers that so not show an interest in their brand in favour of genuine followers who do engage in their content.

Choosing your friends

When you’ve got hundreds, if not thousands of Facebook friends trawling through to determine which are valuable and which are dragging you down is a tough call.

To help make the task easier and quicker, sort friends out into five categories; clients, prospects, people you know, affiliates, business that are not relevant to your and one-hit wonders.

Clients and affiliates are an easy call. You need them more than they need you so get in touch with them to thank them for their support. You might even ask them if they have any content requests.

The list of people you know will be varied. Family members, close friends and colleagues you know share the same interests get the FB thumbs. The others you may as well delete.

Other businesses you have befriended should also get the heave-ho unless they are relevant to your business, or you have a personal interest in and want easy access to their content.

The one-hit wonders are followers who tagged on to a promotion once and have hung around like an albatross. If you have records of members joining through Facebook around the time of a promotion, you may be able to dig them out easily, otherwise you face a long cleaning up process checking accounts for engagement with your content.

When it comes to advertising on Facebook, having to large an audience is more detrimental than having a small audience that actually cares. And content marketing on Facebook is when you find out who your real friends are.