How Facebook’s latest changes can affect your business…
If you are using Facebook as your main social media tooll for your business, you may have heard about the major changes they have made to their news feed algorithm. Facebook are on a mission to try and revert back to their original purpose – an online social platform.
—So, Why The Change?
Facebook want to now prioritise the end user’s news feed to populate with content from friends, family and groups over content published from businesses and brands.
This means that you are more likely to see pictures or posts from your friend than constantly seeing updates from Nike or the BBC who use the platform to promote their brand.
It is great for user experience from a personal point of view, the end user will get more meaningful interactions between their friends or connections as they choose, however, for a business this could have a negative affect.
—How The News Feed Is Changing
Facebook made an official announcement a few months back stating they were on a mission to encourage interaction and meaningful conversation between their users. Overall, their aim is to ensure the content that you passively consume will start to take a back seat and not show up as much.
One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent.
We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our well-being and happiness.
But recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other. – Mark Zuckerberg
Read More – Click Here
—What Does This Mean For Your Business?
The algorithms that Facebook are rolling out will determine which content can spark meaningful discussion and interaction and that is the content that will show higher in the news feed.
If you want your audience to see more of your posts, you will need to ask / convince them to adjust their News Feed preferences so they choose the ‘See First’ option for your page. To do this, they need to click on your Facebook page, where it says ‘Following’ they can click the dropdown and select ‘See First’ under News Feed preferences.
Your content needs to be interesting, thought provoking, informative & useful to your end user for them to want to choose your content to appear first in their news feed. If your content consists of relevant and entertaining news, events, how-tos and videos that provide value and spark conversation, then you shouldn’t be too worried about losing all your audience and organic reach.
—Create Quality Content
Facebook’s news feed change comes as a result of the significant increase in low-quality content shared by brands.
If you want to continue to reach your audience or further more, connect with a larger audience, you need to really think about the content you publish.
Relevant topics where you can encourage user’s to share their opinions or questions via commenting on the post are proving to be a good way to showcase quality content on Facebook. Perhaps a live video to encourage interaction and connect with your audience more.
Don’t just post your content, always think behind the meaning of your post. How can you encourage your audience to engage and comment on your post? Start more of a conversation.
—Food For Thought
Although the Facebook change can be daunting, especially if you heavily rely on social media to interact with your customers, it is something that can still be tackled. The main takeaway from this is to spend a little more time planning what you post, put some thought into how you post and what content you are publishing. Content that does not inspire interaction will not appear as prominently in the news feed as it used to.
Do you need some assistance with your Social Media presence? Get in touch!
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