It was on my birthday, 11th January, that Facebook told the social media community about the feed update – and indirectly how it would impact my Facebook business page.
The head of Facebook’s Newsfeed, Adam Mosseri shared the update from Mark Zuckerberg.
The update will, I believe, be an opportunity for Facebook business pages to become more creative and show the authentic side of their brand. (You should be doing this already.) However, if you’re not, you’ll need to understand the update in order to re-strategise your social media marketing inside Facebook.
“One of our big focus areas…is making sure the time we all spend on Facebook is well spent.
We built Facebook to help people stay connected and bring us closer together to the people that matter to us. That’s why we’ve always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our well being and happiness.“ ~ Mark Zuckerberg
I don’t think this is anything new for any of us. In my the Facebook training I do always explain that social media is about being social, interacting and engaging with content that we like to see. I also emphasise that there’s a certain amount of ego attached to a personal profile. (Please don’t take any offense.) I have found that most people update their profile status and then go back to check how many of their friends and family have liked or commented on the post.
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That’s fine, I have no issue with this. But, the problem for business owners is stated in this paragraph:
“But 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.”
Crowding the newsfeed seems to be the issue. As a business page owner, I know for a fact that over the last 12 months our organic reach has decreased. Now it’s normal to have only 1% of our fan page likes actually seeing our posts. This has forced business pages who are serious about their marketing to look at paid marketing options with Facebook ads. However, now the newsfeed is still crowded. So what is that going to actually mean for the business owner?
Well according to the updates from Adam Mosseri he states
“What does this mean for Pages and public content?
Because space in News Feed is limited, showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses.
As we make these updates, Pages may see their reach, video watch time and referral traffic decrease. The impact will vary from Page to Page, driven by factors including the type of content they produce and how people interact with it. Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.”
Wow, this is the game changer for me, if you have a business page that has 1% organic reach and now if your fans are not interacting with your posts, you will see the biggest decrease in distribution.
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How to adjust to the newsfeed change
How does the business owner achieve this when they are only getting 1% organic reach?
I really don’t think that the sky is falling. I think this is an opportunity for business owners to think outside of the box and really showcase their awesomeness!
What will count most are your people to people conversations.
Changes that will make a difference
As a business page owner, NOW is the time to start engaging in conversations. Build the connection between you and your personal friends, build the connection through groups and start making the conversations happen. YES, it will take some blood and sweat on your behalf to make this happen. NO, there is no software that will do this for you!
Up to now, many business page owners were posting content on their pages to be seen as active. Now we need to really relook at the strategies we’ve been using and change our approach.
What doesn’t work is using third-party scheduling tools, so forget PostPlanner, HootSuite, Meet Edgar and the like when using Facebook. Stick to the scheduling tool inside of Facebook.
My biggest strategy that will help you see massive engagement this year will be using Facebook Live videos. I’m seeing and have seen huge engagement on my business page for the last 12 months by consistently using the Live platform. I have also incorporated messenger bots with ManyChat.com to help give away tutorials, ebooks, and contests This tool also helps my Facebook engagement. (Admin note: MobileMonkey is another great tool which allows you to build powerful chatbots for Facebook Messenger easy and free with no coding required.)
We can also take the following steps:
Educate your fans to See First
Let your followers know they can continue to see your content in their Feed. They will need to go to your Facebook business page and hover over the “Following” tab, in the drop-down menu click see first.
Create relevant and interesting content that will spark conversations. Be creative with the posts. You can use the press and hold live images, live videos, gifs, questions with gif answers, photos etc.
Share your business posts on your personal page. Many business owners I train are quite reluctant to do this as they want to keep both separate. Yes, I understand this, however, now we really need to engage your personal peeps with your business to ensure you get the engagement you need.
Be game and live outside of the box. Work on what your game plan is and create a Facebook live strategy. Own your space on Facebook live, be consistent and educational, sharing your inner business awesomeness.
We all know that video is powerful. Using apps you can quickly create a video and post on your Facebook business page.
Really seriously consider creating a group for your business. It may well be a VIP group or loyalty group. The power of groups is that everyone will receive a notification when posting to the group, no need to worry about your content not making it into the newsfeed.
Use ManyChat.com or similar software to help you grow your list and interact and engage with your fans. Messenger has a 99% open rate, compare that to email open rates of 10%. That’s just how powerful they are, and they are cost effective.
Make sure you have an Ad budget for your business. Allow your money to work effectively for you. Only boost posts when you have a budget and use 10% of the budget for boosted posts.
– Be sure to install the Facebook pixel on your landing or website
– Look at the retargeting option for ads
– Create your target market and start marketing to look alike audiences
– Target your email list
– Create Facebook Videos ads
Create a community of people who love your brand and will happily share for you!
Now is the time to connect with other business owners and build communities for sharing content.
Get your customers to give you reviews and testimonials.
As you can see from the list above, nothing really has changed. If you’ve been using Facebook for a while, you’ve probably used a number of these strategies or are implementing them.
This is not the end. It’s simply the beginning of us being more authentic, creating massive value and generating awesomeness in our content.
I want to leave you with this comment on Mark Zuckerberg’s post from Chocolate Johnny (John Kapos) regarding these changes. I agree with him 100%. He has absolutely nailed it! (BTW if you live in Sydney be sure to pay him a visit. I hear that his chocolate shop – Perfection Chocolate and Sweets is to Die For!!!)
“It’s the year of triple C’s. COMMUNITY, CO-OPERATION, and COLLABORATION. It’s about giving quality to your community but also having fun. Make quality video but bring a smile to it. It’s not about the sell, it’s not about the big numbers (followers). It’s now about small intimate groups that help each other and build your brand loyalty. Cultivate relationships with trust and integrity. THE REAL YOU WILL DOMINATE AND SHOW THE WORLD WHO YOU ARE. And your fans, friends, family, groups, and clients will be happy to be led by you. People increasingly crave transparency and true authenticity. Mark wants us to go back and build the relationships first so we get the trust back and then build our businesses.” ~ Chocolate Johnny
PS: If you love the Facebook business page information and love to be kept updated please feel free to connect with me on my profile Leanne Peard!