You’ve probably heard by now, Facebook has “tweaked” the algorithm behind its news feed…again. The new algorithm will now only show news and posts from your Facebook friends first. Friends and family are placed at the top of your news feed. Many publishers and business pages rely heavily on traffic from social networks so this will be major to stay in the game. For the past few years, Facebook has been vital to business ability to reach particular audiences. But not to fear, this latest update shouldn’t impact your posting strategy…too much. The best thing is to understand Facebook’s algorithm and ensuring that your marketing efforts won’t stumble along the way.
So what do people want to see in their Facebook feed? Most want to see informative posts and want to be entertained. In Facebook’s own words, “The goal of News Feed is to show people the stories that are most relevant to them.” It’s extremely important for business pages to post relevant and informative content for its audience. The key is to maintain engagement and make sure posts are still visible on News Feeds.
There are two main changes that have taken place. First, how long a user spends viewing and interacting with a post and second, post diversity. Facebook will be able to measure how long you actually spend interacting with an article. The amount of time will then be factored into where a post gets ranked. Note to self: lots of posts don’t automatically result in a lot of views. With the new algorithm in place, frequency posting may actually be marked against a post’s rank in a news feed. No bueno! When it comes to your social media strategy, it’s important to think about quality over quantity. Your customers want to see interesting and compelling content, not some annoying sales tactic twenty times a day. Your posts will ultimately get ignored by Facebook.
Facebook algorithm updates are not going away and it may be heading in the route of a more pay-to-play market for business pages. One critical tactic to keep in mind is amplifying brand content. It will be essential to find new ways to encourage your audience to share your content directly to Facebook. The Facebook world wants to be entertained and informed. If you can do that, you’ll be off to a great start!
Social media marketing can help with a number of business goals. If you’re looking for a general overview of how to use Facebook to help your business grow, get in touch with us here at Folsom Creative and we’ll be happy to help.