Facebook recently announced the end of organic reach for posts on pages. In its “Bringing People Closer Together” news release, Facebook’s Head of News Feed, Adam Mosseri revealed:
“we’ll show less public content, including videos and other posts from publishers or businesses.”
The social media community went into a panic and was up in arms about the forthcoming changes. Although this is one of the most significant changes in social media’s recent history it’s not the first time that a substantial change in a social media platform has led to a major challenge for businesses and organisations.
So, what can you do?
1. Don’t Panic
Yes, the forthcoming change is pretty extreme, but businesses have been successfully adapting to Facebook news feed changes over the years. Yes, this one is a major adaptation.
On the plus side, as users, we’ll hopefully see less dull and spammy content. Page admins and editors need to go back to the basics of “being social” to see success – more on this later.
2. Revisit And Review Your Strategy
Within our social media courses, we encourage delegates to not only develop a social media strategy but to regularly revisit and review it. If ever you needed a reason or reminder to do this, the potential facebookageddon should help you focus. Healthy strategies achieve objectives and are agile enough to respond to changes in social media platforms and audiences.
Very early on in my social media career, I was using MySpace to promote a local music festival. While MySpace bashing is commonplace, I hold the platform in high regard as there was nothing to rival it in its heyday. Our MySpace page helped us to attract bands, artists, and musicians from all around the world, even a touring singer/songwriter from Nashville. Then Facebook started to take off in the UK, our audience migrated, and we migrated as well.
The proposed Facebook changes could be a great opportunity to revisit alternative social platforms and other digital marketing opportunities such as SEO, blogging, videos, messaging etc.
3. Review Your Content For Engagement Potential
While there have been numerous changes to the factors that decide factors to how a user’s newsfeed is populated, the key element of engagement hasn’t ever gone away. There is, therefore, is some slight relief in the announcement of:
“Pages whose posts prompt conversations between friends will see less of an effect.”
As a page manager, you should still be “being social” – looking to entertain, inform or educate, always providing an opportunity for two-way communication by comments and other forms engagement such as reactions and shares.
Also post less but ensure your posts are of high quality and relevance for your Facebook audiences.
4. Educate Social Skeptics
Although pretty major, this isn’t the first big change across social media platforms. There are benefits to businesses engaging on social media but also risks. One risk is that the platform withdraws or changes a feature overnight. Sadly, Linkedin has been one of the worse offenders in this but thankfully listening to users and reinstating much-used features, such as being able to export contacts.
Educating colleagues, especially senior managers, in the shifting sands of social media features and functions mainly boils down to you don’t own your social profiles, but there can be huge benefits in using them to achieve your business objectives. Knowing how and how much has been achieved especially around ROI is crucial to winning colleagues around.
5. Prepare To Spend
So, here’s the reason many are alleging that the changes are happening – Facebook wants you to advertise. That hopefully shouldn’t come as a huge shock as that’s how they make money and operate as a business. For larger businesses this could simply be a matter of reallocating marketing budgets, for many smaller businesses and charity organisations who use Facebook, this could be more of an issue.
Rest assured we’ve seen some amazing successes with relatively low-budget Facebook adverting, including a sports clubs that filled 50 spaces on a course it was running for around £35. My only concern is that Facebook advertising could become more competitive and therefore costs could rise. So don’t panic just yet, use Facebook’s announcement to revisit your strategy and review your content. If you are panicking, give us a call we’d love to help you.
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