Facebook yesterday released information on their latest planned algorithm changes, which seems to have sent many social media users into a complete panic! Is that justified? Let’s take a look…
You can read the full release on the Facebook newsroom, but here are the main points:
- Facebook was created to bring people together, and build relationships
- Currently, newsfeeds (according to research from users) are too full of business posts, leaving little room for those all important “bringing people together” and building relationship posts
- Facebook want to encourage posts that will result in conversation – which invariably means showing users more posts from their friends and family, and less so the business pages that don’t have good engagement stats
- Facebook Pages will see a decrease in their reach, video watch time and referral traffic – especially pages who already have a low engagement
- Page posts that have engagement and conversation will show up higher in the newsfeeds
- Page posts WILL STILL appear in the newsfeed
So what do we think?
It’s quite interesting to see the reaction on social media today, from both digital marketing agencies to Facebook page users. The difference in opinion is quite wide but here’s what we think:
- We’ve been telling businesses for many years now that you can’t just “post and run” on social media (not just Facebook) – the WHOLE POINT of social media is to be SOCIAL.
- Using platforms like Facebook and Twitter are there for businesses to show their personality, to create relationships online that they could usually do if they ran a shop – generate friendly relationships, customer loyalty etc.
- This is not the end of Facebook for business – in fact, it’s the next logical step to stop lazy digital marketing. Stop posting and running – start chatting, creating relationships and engaging. If your page isn’t getting engagement already, you need to think why this might be.
- Utilise groups and other pages to create these relationships – it’s all about networking. Be social and network – like the old days but all online.
- We’ve always maintained that a business shouldn’t keep all of their eggs in one basket – so if you have been, you do need to branch out. Get a website, look at other social media platforms to help increase reach but don’t spread yourself too thin and remember to use platforms that your target audience are going to be on.
It’s not all doom and gloom today – look at it as a great way to give your social media strategy a bit of a refresh, and to work closer with your customers. Find groups to network on and use social media how it’s meant to be used.