Facebook’s announcement about News Feed changes has left people experiencing a myriad of emotions from relief and grief, yet for people who depend on their company Facebook page as an outreach, marketing and sales tool, we encourage you not to fear. In this post, we’ll share an overview of the recent changes and what you can do to adjust for the future.
Cha-cha-changes. The News Feed for Facebook users will now give priority to friends and family posts, as well as those posts experiencing significant amounts of engagement. For example, posts with a growing number of comments give a post higher value in the feed, versus a post with many likes, but not comments.
Facebook will also show less “public content,” which includes marketing posts and videos from publishers and businesses. Sponsored posts will still be viewable, but organic appearances are less likely.
Facebook’s goal is to provide a more engaging user experience with higher quality content, even if it means that users spend less time on the platform. Essentially for marketers, we’ve just been asked to up our game.
Prior to these changes, and others over the past few years, small businesses and organizations relying on Facebook for outreach and marketing could do so relatively successfully without sponsoring posts or running ad campaigns. Looking forward, however, companies and organizations will need to focus higher-quality engagement. We liken this to becoming a “host” of your Facebook fan community, instead of an “informer” pushing content.
Actions you can take now:
Invite Fans to select “See First.” If you want your fans to see your posts, you can invite them to click on the “Following” tab below your page’s header image, then select “See First.” This is means they’re giving priority to seeing your posts in their News Feed.
Use Video. Live videos, private groups’ posts, as well as other highly interactive post types will be among those highlighted on the new News Feed, so consider incorporating these elements into your marketing strategy. For example, use Facebook Live to celebrate clients, employees and share in the moment, behind-the-scenes views into company life. If you decide to stay with Facebook, consider placing a renewed focus on video content. It’s the most engaging format on the platform and gives you the best chance for organic proliferation.
Create a Private Group. Also, consider if there’s a contingent of long-time, engaged customers that could benefit for having access to a private, members-only Facebook page. If doing so, be prepared to develop an engagement strategy and reason for people to participate. Because there will likely be less visibility of posts with external links, re-think simply posting links to your company’s blog. Instead, share the content fully on the Facebook platform, and spark a discussion about it.
Overall Best Practices. Be mindful and strategic with post headlines. Evaluate what is relevant and engaging, versus what is a complete snooze. A quick way to evaluate your engagement is to observe whether your fans are talking with each other in lieu of just talking about your company.
Attend the Facebook Community Boost in Greenville. During May 29 to June 1, Facebook will host a Community Boost in Greenville, one of five cities selected nationally for these events in 2018. Attendees will receive free in-person training and advice from the Facebook team and business experts on how to grow business, improve digital marketing skills, as well as recruit new talent through the platform.
If you are interested in receiving details about this upcoming Boost, as well as an A-LINE gathering we’ll be hosting either before or after the event, complete this form and we’ll keep you in the loop!
In the meantime, if you have concerns or questions about how to address the potential impact these recent changes could have on your company’s Facebook marketing strategy, please reach out. We’re happy to discuss your next approach and possible tactics.