Social News: New Year, New Facebook


In January 19, 2018
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Social Media

 

Facebook has changed the way it looks and performs so many times that it can be difficult to keep up. Some of these changes are purely cosmetic, but some of them change the way we need to work with the network. Since the New Year, Facebook has rolled out some serious changes to the algorithm that determines what you see and what you don’t. Here are some of the most important ones:

 

 

Friends and Family First

Last weekend, Facebook came out with a statement that they are favoring content from Friends and Family first. This is great for the typical consumer on Facebook who is using the platform to keep in touch with their friends and family, however it will be harder for businesses to be seen organically in peoples’ News Feeds. According to Mark Zuckerberg in his announcement on January 11th, “recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other.”

What does this mean for you?

If you’re managing business pages on Facebook, it’s time to change the way you create content. Work on meaningful content that will bring value to the consumer. It’s also time to start focusing on paid content – boosted posts, and Facebook Ads. Not only is the Facebook Ad platform an incredible business tool, but it will be a way to make sure your business is still being seen by your target demographic.

 

 

Focus on Video

Facebook hasn’t been shy about the fact that they are focusing their efforts on video content. They’ve created Facebook Watch, and are putting much more emphasis on making sure videos are being seen. This doesn’t really mean that you can just post a video and Facebook will favor that content, you have to play into the two factors they’re focusing on:

1) Intent – whether people are intentionally seeking out your video by going directly to your page to watch it

2) Repeat Views – if people keep watching your video content, Facebook will give that content creator preference in the News Feed

What does this mean for you?

Start focusing your efforts on creating consistent video content. If your consumers come to expect good quality videos from you, they will start going to your page to watch them which will help place your page higher in News Feeds.

 

 

Engagement Bait

We’ve all seen these posts “Tag a Friend who would like this” “Comment with your favorite emoji” “Like this post if you agree” and many other variations. These posts were getting a lot of traction because they were exploiting the Facebook algorithm. However, Facebook was getting a lot of negative feedback from users who didn’t want to see this type of content. Now these posts will be devalued and won’t get the kind of organic placement they were counting on.

What does this mean for you?

Don’t create a post that is encouraging people to do a specific action. It’s possible to get consumer engagement without this kind of engagement baiting. If you open up your post to conversation then you will still get people commenting and reacting in an organic manner.

 

Customer Relations Department

 

Quality over Quantity

Facebook is cracking down on poor quality websites to try to minimize spam and junk sites. This change was made to help consumers on Facebook trust the content that is being shared more by pages.

What does this mean for you?

Make sure your landing pages don’t have any shocking or malicious ads on them. Speed is also incredibly important, so make sure your page isn’t taking a long time to load (there are online tools to test your page speed). Bounce Rates can be a good indicator of a good or bad website, if people are navigating away from your site right after arriving on your landing page then it’s time to reevaluate your page and see where the issue might lie.

 

 

All of these changes have been put in place based on feedback from consumers, so it’s important to keep in mind that this is how people on Facebook want their content to be presented to them. This means that business pages need to refocus marketing efforts in order to keep in line with the guidelines set in place. As long as pages are creating high quality, engaging content and using a small budget towards ads, businesses will still be visible to their target audience.
 

 

 

Check back in every other week for more Social News, and to learn more about our Social Media Management product give us a call at (800) 847-9760
 

 

 

Kaelin Richards

Social Media Research & Development

 


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