We all love to post. We were told that frequent posts would help our search engine optimization (SEO). We were told that people will be able to find us because we post. We would become popular with our fans.

Back in the “good ol’ days” when Facebook was young, it was easy to reach our audience simply by making regular posts. The competition for space on users’ news feeds was relatively small, so more of your posts were seen by our fans.

But things have changed … drastically.

Organic post reach (how many of your fans see a typical post) on Facebook has plummeted to around two percent for pages with less than 10,000 likes.

While we may feel good about the information we’re displaying, only a tiny fraction of your fans will probably see it, and even fewer will take the time to read our stuff.

So, what’s a marketer to do?

Think outside the “Facebook box” and consider other options, including direct mail — which is the only medium guaranteed to get your message right to the people you want to reach. Right now, it’s the medium delivering the highest return on investment (ROI).

Sure, we still need to post. When people do look at our Facebook pages, if they are out of date, we lose their trust, and we lose our credibility.

But marketers cannot make the mistake and think that their Facebook posts are the be-all, end-all.