In the last few months, Facebook has been making ongoing changes to it’s social and advertising platforms in order to better protect user information, privacy and comply with new federal guidelines related to those topics. One of the most notable changes was to its news feed algorithm. Mark Zuckerberg, founder of Facebook, said the change is to “promote more meaningful interactions” over passive content. For those of you that may be wondering what this means, I will simply say:
Facebook now favors posts shared and discussed among users and their friends in the news feed over content from publishers and brands. Facebook hopes to see more engagements from users vs. those that publishers buy.
Eeek! So what do you do? Well, there are two things to start with:
Encourage your audiences to Interact with your company on other channels.
Start to revamp your Facebook strategy and work on focusing on quality over quantity.
In order to accomplish the first item, I’d recommend doing a brand awareness push to your current Facebook fan page followers. In order to do this, you would send an email, publish a blog post and schedule a series of social posts that ask your fans and followers to help you to continue to reach them. The announcement could read something like this:
Do you like NAME OF OUR COMPANY? If yes, we need your help. The recent changes on Facebook mean that it's going to be harder for our stories and news to reach you. If you'd like to see more of us in your News Feed, please follow these steps:
1. Prioritize our stories in your feed by following these easy steps: http://bit.ly/2AXUqVG
2. Sign up for our newsletters. We have a lot of them, and they're great! And we're always launching new products. So let us know what you'd like to see from us. ADD LINK TO NEWSLETTER HERE.
3. Join one of our Facebook Groups. You can find them all, on the left side of our Facebook page. (if you have these only)
4. Follow us on Instagram @HANDLE.
5. Follow us on Twitter @HANDLE.
Feel free to share, comment, tweet or “@” us with the information you would like to see more of! We’re always listening.
By sending the request across all your channels, you have the chance to increase social followers, increase/maintain your current engagement and organic reach, as well as boost your newsletter subscribers.
In order to accomplish the second item, I recommend only 1-2 posts per day to any given Facebook page. Posting too often will work against you and increase the spend on ads and/or content promotion. Make sure what you are posting is only the best content that is hyper-focused and relevant to your audience. In doing this, the negative repercussions that may be experienced from this latest change may not be as impactful. And if you don’t currently or actively post to Facebook, now is a great time to start. You’ll actually start to discover who your audience actually is and what they care about!
Overall, Facebook is setting the stage to have marketers in the B2B and B2C categories pay for the majority of its play. Because of this, you’ll see a shift in your website traffic from Facebook, and you’ll want to spend $$$ more wisely.
In the next few weeks, I’ll cover how and when to boost your posts, what to spend on them and why. In addition, I’ll also explain how to use your email lists to develop targeting audiences for your Facebook content and how to use your Facebook pixel to target website visitors in their feed. And finally, we'll be discussing how to create a Facebook Ad strategy that works!