Facebook changes & how they affect small-business owners
Facebook changes affecting your social media strategy
If you’re a small-business owner who relies on a business Facebook page to share information and foster organic relationships with friends, family, and the many clients who follow you, prepare to make a few changes moving forward.
Facebook president Mark Zuckerberg announced recently a decision to significantly change Facebook’s news feed algorithms in an attempt to prioritize “meaningful” person-to-person interactions among family and friends.
For business owners, this means your posts won’t be easy to find. In fact, they’ll be de-prioritized in news feeds.
Why is this happening?
Facebook’s decision is in response to consumer complaints about their news feeds being bogged down with unnecessary stuff that they passively scroll past. Zuckerberg went so far as to say studies show these actions typically put many Facebook members in a bad mood. Facebook would rather highlight posts from friends and family that spark engagement – thereby putting people in a good mood.
To read more in-depth information about this, here’s an article from the Social Media Examiner. In the meantime, here are a few helpful tips to get you prepared for the Facebook news feed changes.
Promote “see first”
The article link above has a video explaining how to direct followers of your page to change their news feed settings, so your posts show first. This will keep your followers in the know on important updates to your page.
Be more active in Facebook groups
Facebook groups are all the rage right now, and according to the article above, Facebook will continue to value their benefits moving forward. There are groups out there that will allow you to continue building connections and share what you have going on as a small-business owner.
Create meaningful content
Your focus going forward should be on creating more meaningful content that engages readers. By that, we mean videos, incorporating more photos, and focusing your content on the relationship-driven material. By Facebook’s standards, this will lead to comments, shares, and likes.
Ask your audience
To piggyback off the last tip, try asking your followers what content they’d like to see more of. Listen to what matters more to them, and fulfill those needs.Be sure you do it in a poll type post for your group or page.
The new algorithm also penalizes you for asking for comments and shares on your posts. They believe this to be engagement bait and will de-prioritize your posts for this reason.
The changes also discourage multiple postings in a day. It used to be that you would want to make multiple posts so some of them would hit the feeds, but that is not the case anymore. So you will need to start thinking about how many times and exactly what you want to post.
On Facebook, Live Video is now King instead of content. Live Video is said to be a high priority in the feed algorithm. However prerecorded video is not. So be sure to post live to get the most out of this strategy.
Don’t put all your eggs in one basket
While these Facebook changes are a bit of a downer, hopefully, you haven’t put all your eggs in one basket. Diversify your social media presence by joining sites like LinkedIn, Twitter, Instagram, and Google Plus. This will keep you from relying on one source of engagement while at the same time reaching different audiences.