Just a little over 72 hours after Mark Zukerberg’s announcement, there still seems to be wide spread panic. The social community is reeling and unsure of how businesses will continue to use this platform.
Over the last ten years Facebook has made numerous changes. Some that affected how the platform visually looked to users, and others that created new opportunities for businesses to connect with their audience. With every change, massive amounts of strong emotion followed. This change is no different.
According to a post on media.fb.com yesterday here is what we need to know:
What does this mean for Pages and public content?
Because space in News Feed is limited, showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses.
As we make these updates, Pages may see their reach, video watch time and referral traffic decrease. The impact will vary from Page to Page, driven by factors including the type of content they produce and how people interact with it. Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.
Can people still see posts from the Pages they follow at the top of News Feed?
Yes. People who want to see more posts from Pages they follow can choose See First in News Feed Preferences to make sure they always see posts from their favorite Pages.
What types of Page posts will show higher in News Feed?
Page posts that generate conversation between people will show higher in News Feed. For example, live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos. Many creators who post videos on Facebook prompt discussion among their followers, as do posts from celebrities. In Groups, people often interact around public content. Local businesses connect with their communities by posting relevant updates and creating events. And news can help start conversations on important issues.
Using “engagement-bait” to goad people into commenting on posts is not a meaningful interaction, and we will continue to demote these posts in News Feed.
So, how do you take this Facebook Algorithm news and move forward?
- Stay positive. You do not own Facebook. As a business owner, you must stay flexible and embrace the changes that come. Smile, learn how the changes affect you and then continue on with business as usual.
- Focus on your email list. Your money is in your list. Having an email list to nurture will provide you have an open line of communication. No matter what may happen on any social media platform you have that solid foundation of communication. If you aren’t sure how to get started or you can’t seem to find the time, please contact me to see how I can help. I absolutely LOVE email marketing!
- Utilize Facebook ads. Facebook ads are incredibly powerful, and you can target your exact target audience for less money than you think. Some of the most powerful brands in the horse industry use Facebook ads to promote their products and increase their engagement.
- Go Live. Facebook live is also an incredible tool. I have heard so many objections from business owners about why they won’t go live, but I strongly encourage you to overcome your objections and go for it. Video, on any platform, is so powerful and is a MUST DO for businesses in 2018. Looking for a quick tutorial on how to use Facebook Live? CLICK HERE for a free resource.
- Utilize a Facebook Group. Encourage your customers to take part in your Facebook group. Groups are a more intimate setting, and give you the freedom to really engage and share on a more personal level. If you are in the horse industry, I would be honored if you joined my Facebook group: The Elite Equestrian Professional. I share important updates like this one, as well as, strategies and tools for effectively marketing your horse business. You can join by clicking HERE.
- Continue to engage on your Facebook page. Get creative and focus on building relationships with your Facebook fans. Instead of just creating content, put the focus on engaging. Ask questions. Collaborate. Be interesting. Make your page a place of value and information. Make sure you have the Facebook app on your phone. Allow notifications, so when there is engagement on your page, your are quick to respond.
- Have more than one egg and more than one basket. We have all heard the phrase; “don’t put all your eggs in one basket”, right? Facebook is a marketing giant. You can’t put all your hopes and dreams only in the Facebook basket. Diversify and make sure you update your website, send regular emails to your list, and stay connected in a few different ways. This will help you to grow a solid business no matter what changes may come in the future, and rest assured the changes will never stop.
I share these suggestions in an effort to provide hope through the coming weeks and months as we start to see the actual impact this change will have on each of our business pages. Change is the only constant in business. Think of it as a good time. It’s January and many businesses are gearing up for 2018. Why not embrace the change and force it to make you better?
I also wanted to share a recent blog post written by my friend, Mark Schaefer. He shares a few charts and some wisdom on this announcement. There really is no reason to panic.
Please feel free to share and comment. If you have questions on your marketing strategy for 2018, please do not hesitate to contact me.