Facebook Algorithm Changes in 2018: The Sky is Falling! (No, no it’s not.)

Mark Zuckerberg recently announced in his 2018 “State of Facebook” address that Facebook users will soon see even less content from brand pages in favor of posts from friends and family, stating a desire to ensure we are using Facebook primarily as a place for connecting with each other.

“We started making changes in this direction last year, but it will take months for this new focus to make its way through all our products. The first changes you will see will be in News Feed, where you can expect to see more from your friends, family, and groups.

As we roll this out, you will see less public content like posts from businesses, brands, and media. Moreover, the public content you see more will be held to the same standard -- it should encourage meaningful interactions between people.”

What Does This Mean for Small Business and Non-profit Marketing?

Well, that depends. Facebook has increasingly been shifting from being a “free” social media channel to a paid media channel, despite recent protests from Facebook that it is not a media channel at all, a statement more likely stemming from the scrutiny following the 2016 U.S. elections.

We have been counseling our clients to include some form of paid posting in their Facebook content plans since that 2014 change, so, thankfully, our clients are ready for this new paradigm. That is not to say we have ruled out posts that rely on organic reach, either. Admittedly, organic post reach is nowhere near what it used to be, but results vary depending on the size of a page’s audience and the quality of the content.

Create Meaningful Content

What does “meaningful content” mean to Facebook? That is a moving target. So, don’t try to please Facebook in this regard. Work on pleasing your audience by providing information that is helpful and engaging. Make them laugh. Help them solve a problem. Use your content to build the “know, like, and trust” factors of the consumer journey.

DON’T:

Don’t create posts that use “engagement bait” as a means to gain more “likes” such as emoji reaction posts or posts asking for a “like” or a “share.” Facebook is increasingly penalizing these posts:

“…over the coming weeks, we will begin implementing stricter demotions for Pages that systematically and repeatedly use engagement bait to artificially gain reach in News Feed. Posts that ask people for help, advice, or recommendations, such as circulating a missing child report, raising money for a cause, or asking for travel tips, will not be adversely impacted by this update.”

DO:

Let your page followers know that they can choose to see all your posts first in their newsfeeds. Share this JPG in your own Facebook posts and email newsletters.

Increase use of Facebook Live – Facebook claims that Facebook Live broadcasts reach 6x more people than uploaded videos. Facebook Live is a tremendous way to make a customer feel as if they know you before they walk in the door or click “buy.” They’ll begin to rely on you as a trusted advisor. It’s well worth your time.

Start a Facebook Group. It depends on the type of business you have, but using Facebook Groups ensures your page fans will hear from you and works to create community.

Listen to your audience. Find out what subjects they’re interested in. How? Social Listening. Search Facebook, Instagram, or Twitter for your company’s keywords or questions your customers might have to see what information your target audience is seeking.

Moving Forward

So, now that you’re ready to conquer this new Facebook landscape, go get ‘em! If you need help, we are here for you, ready to provide advice or work with you to tell your story as effectively as possible.

Facebook & Video = Small Business Advantage

Are you using video to the advantage of your small business? Does the idea of using video to promote your business sound intimidating?

While you do want anything you present about your business to be of good quality, you can use video without breaking your budget. By starting with simple educational videos to allow potential customers to have their first experience in dealing with you, you're well on your way toward accomplishing the goals of know, like and trust.

Facebook recently published these 10 Tips on getting the most out of sharing your videos via their popular social media channel.

Stay tuned for an update on our VoiceMatters' clients are using video to generate new leads and strengthen existing customer relationships.

Facebook Focuses on Discouraging Click-baiting

You've seen them. The short headlines designed to intrigue you, encourage you, sometimes even scare you into clicking the link to read the whole story followed by the disappointment of not much "there" there.

Similar to the sensationalized local broadcast news teasers - "You won't believe what vegetable causes belly fat!" Or "If you have this in your home, you could already be in trouble." - these "made you look!" headlines are known as "click-bait." 

Facebook is once again adjusting the newsfeed algorithm to discourage this practice in favor of content that people actually spend time engaging with and will be measured by time spent reading the content as well as how many people "like" or share the content.

While the general consensus can be to groan about yet another Facebook newsfeed change, this one has the potential to improve the quality of your newsfeed.

For businesses using Facebook as part of their social media strategy, it reaffirms the overarching strategy of attracting new business and retaining customers by establishing trust and being helpful. Be the answer to your customer's question.

You can read more about this newsfeed change here or reach out to us, we'll be happy to help you strengthen you business' message and customer relationships.

Is Your Online Refrigerator Stocked? How to Find Fresh Content

Summer is finally here. This usually means trips to the farmer's market and refrigerators stocked full of fresh produce from local farmers. You have everything you need to create a delicious summer menu.

This may sound strange, but finding fresh content to share on your blog and social media channels isn't all that different.  Even when the big sale is over or that long-term project is complete, there's always something to talk about via everyday occurences and items all around you. 

Take a moment and look around your office or your store.  When was the last time you shared a photo or talked about the benefits of one of your products? Or when was the last time you shared a slice of office life? 

Our client, Chrysalis Hair Design, will from time to time feature their products in their Instagram and Facebook feeds. They recently redesigned their storefront to remind customers to take care of their hair in the sun and sand this summer. All it took was a simple photo to communicate this:

Maybe it's something you're working on today. Are you using summertime to plan for the fall? Talk about it.  What do you customers have to look forward to? 

Pampered Pets Grooming Salon and Spa is another example of how sharing the everyday activity of your business can yield solid results.  Here's another happy four-legged customer.

This sharing of content isn't random, it's a strategy in and of itself. The more your customers and prospective clients see from and about you, the more they will likely trust you, remember you, refer you, do business with you. 

Take a moment out of your day and tell your audience what's going on.  If doing so on an ongoing, consistent basis sounds like one more thing you'd rather not handle, we've love to talk to you. Reach out via email to info@voicemattersllc.com or give us a call at 267-236-3607.