If you use Facebook for your business … brace yourself for this update. Facebook recently announced it’s changing its algorithm – that vexing thing that determines what content you see in your News Feed – to show you more “meaningful posts” from friends and family.
That means your News Feed will show posts that Facebook thinks you’ll want to interact with and will generate conversations in the comments.
Think: Your friend’s pregnancy announcement or your sister asking for hair salon recommendations.
Why the change? CEO Mark Zuckerburg says it’s what the people want:
ORGANIC REACH DOWN? IT’S NOT YOU, IT’S FACEBOOK
This change means you will see significantly less posts from Pages and public content – like from businesses, brands and media.
“As we make these updates, Pages may see their reach, video watch time and referral traffic decrease … Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution.”
RIP organic reach.
SAVE ROOM IN YOUR BUDGET FOR ADVERTISING
More so than ever, Facebook is going to be a pay-to-play space for businesses, brands and media. You already spend time, money and resources to publish some type of content – whether that means finding articles to share, writing your own blog posts, designing graphics, etc. Don’t let that work go to waste!
Even a small advertising budget will help make sure your content gets seen (and a smart target strategy will make sure your content is seen by the right people).
NO MORE “ENGAGEMENT-BAIT” POSTS
Facebook will punish Pages that use posts like “Share if you want _____” or “Like our page to learn about ____” by ranking their content lower in News Feeds.
If your goal is to increase page likes, create ads that show people what they will get when they follow you – awesome content.
NEVER POST JUST TO POST
Facebook has more than 2 billion active users. Having a presence on this platform can be an extremely effective communication tactic, but you need to have a strategy.
Posting content because you think you need to be on Facebook will likely cause more harm than good.
HOW OUR TEAM CAN HELP YOU SUCCEED
Need help managing a paid Facebook strategy? Our team can handle the entire process. Click here to read a case study on our successful social media campaign for Fix MI State.
We can help you define measurable goals to create a strategy.
We can determine a target audience to help you get the most out of your budget.
We can create new content for your page and find relevant content to share.
We can provide monthly reports that focus on the metrics that matter.
Ready to succeed on social?