If you’re in the communications field in any way, shape or form, you’ve probably heard about the big change to Facebook’s algorithm.
Mark Zuckerberg is hoping these adjustments to the algorithm will be the first steps in correcting the less-than-perfect effects Facebook has had on our society. With this change, posts from friends will be given priority over those from business accounts. Instead of seeing an Old Navy carousel ad, you’ll be more likely to see what your roommate from college had for brunch. Facebook claims it wants you to connect with your friends again.
While this positioning sends a great message from Facebook, there’s another reason social media experts claim to be the true motivation behind the algorithm change: Facebook wants more ad dollars. With the update, advertisers will need to pay more to get the same impact while the organic reach of business pages will be decreased. There have been numerous opinion pieces published mourning the loss of organic social to Facebook’s pay-to-play system. Experts say as advertisers are forced to shell out more cash, the barrier to entry gets higher and higher
This announcement has been incredibly controversial, eliciting some strong reactions, but let’s all take a breath. While we love to use Facebook for ads, Mark Zuckerberg is right: Facebook has become less a place for friends and more a place to see new ads with each swipe on your phone. We also shouldn’t be shocked Facebook is making their advertising system more expensive; this change has been anticipated for years.
The good news for businesses? Organic social is not dead. Will it be harder to get the same impact you’re used to? Absolutely. However, if you’re already creating posts that follow best practices, you have nothing to worry about. Facebook is mainly targeting spam posts designed to cheat the algorithm or that don’t contribute to the conversation at large. The best way to protect your company is to create engaging content.
While I wish we could wave a wand and make your page audience like, comment and share your posts, we can’t. If we could, we’d do it ourselves. What we can do, however, is share a few strategies we’ve used to increase engagement.
- Have a set schedule for posts. If you consistently post between 1 and 3 p.m. on Wednesdays, stick to those time frames to keep your audience.
- Engage with other accounts. If you’re sharing content that’s either about a company or from someone else, tag their page to encourage the page to engage with your post. This is a good way to “nudge” them to like or even share the post. Their audience will then see your account, amplifying your reach.
- Plan content your audience wants. To make it simple, every piece of content you post needs to have a purpose. Whether it be to establish your company as a thought leader or educate the audience on the benefits of your goods or services, don’t post content just to post content. Create quality content your audience wants.
Ignore the alarms about the world being turned upside down with the latest Facebook algorithm update. If you’re already creating quality content your audience enjoys, then you don’t need to worry. If your content isn’t up to par, consider this a wake-up call.
Need help crafting quality content for your business? Reach out to the WordWrite team today.
Louis Spanos is an assistant account executive at WordWrite Communications. You can reach him at firstname.lastname@example.org.