You may have heard about the new Facebook algorithm that launched in January of 2018. Maybe your business page is starting to see results change. At NWA Brand, we've experienced the changes first hand. The "new" Facebook newsfeed experience is created to optimize users interactions. Though we haven't heard statistics yet, it is expected that we will see a decrease in time spent on Facebook. Business pages will experience a decrease in organic reach and engagement. I can hear most businesses groan at the thought. Don't get discouraged. We will give you the details you need to stay relevant.
"Now, I want to be clear: by making these changes, I expect the time people spend on Facebook and some measures of engagement will go down. But I also expect the time you do spend on Facebook will be more valuable." -Mark Zuckerberg
What you should do
- Have a people-based publishing strategy. Creating content that is consistent with your brand is important. Creating useful, relevant, or entertaining content that is catered to your audience is absolutely critical. We create a personification profile with each of our branding profiles. A single business may have multiple profiles. Those customer profiles include details like age, hobbies, marital status and even have a name. The names identified in those profiles should be top of mind when creating a campaign. Ask yourself, would Susan (profile 1) respond well to this image or video? Does this apply to her day to day life, bring her value, or provide entertainment?
- Include boost allocation. Businesses pay for TV ads and radio exposure. So, one should consider investing in social media boost. At NWA Brand, we no longer assemble campaigns that do not include boost allocation. It is critical to achieving reach and results. That being said, boosting to just anyone will not be effective. Knowing your audience and targeting them is now more important than ever.
- Play the game. Comments, shares, and reactions [in that order] are the "signals" used to increase the visibility of a post. It is good practice to interact with other company's posts so that they might return the favor. We occasionally create partnerships with companies to co-strategize and optimize results. You can get creative with ways to organically perform well.
- Consider creating a group. Facebook now allows you to create a group within a business page. This could aid in communicating with employees, informing customers of inventory, and encourage engagement that is more personal, which sends notifications to the users. "The first changes you'll see will be in News Feed, where you can expect to see more from your friends, family, and groups," Mark Zuckerberg stated.
- Go Live. Live videos can be intimidating because there is, essentially, "no going back." They have countless perks as well. Facebook will notify page followers when you go live, and it allows for authenticity. Live videos encourage comments, shares, and reactions [remember those signals?]."
Drop us a comment to let us know what changes you've seen on your Facebook feed or questions you have about social media marketing!