For brands and small businesses who have put in the sweat equity over the last few years to build their Facebook following and gain consumer confidence and loyalty through intelligent, thoughtful brand publishing, Facebook’s latest newsfeed algorithm is going to be a game-changer.
In a recent article titled, The Great Facebook Swindle And What To Do About It published on Social Media Explorer, Jason Falls explains how the rules have changed and it doesn’t bode well for brands. First of all, with the changes, even though your audience “Likes” your page, there is a strong likelihood that Facebook won’t let most of them see your posts organically in their news stream. They can still visit your page to see it, however, unless you pay to promote it, many of your followers won’t see it. As a matter of fact, with the changes, Facebook is ratcheting down organic exposure of brand page content to 1-2% at best. This is not good!
Here are the highlights on how brands can still win.
- Direct people to your Facebook URL It’s no longer enough for to tell our audience to “Like” us on Facebook. Now we have to ensure they know that we offer great content there but Facebook won’t let them see it unless they go to the Facebook page just like they would come to our website and they are going to have to type in our brand name or URL to see our content. For traditional communications, stop using the “Like us on Facebook” call to action and start using the “Visit us on Facebook at facebook.com/yournamehere” one.
- “Share” is now the new “Like” When a user does find your content, intentionally or not, and uses the Facebook “Share” button, it places that content on their timeline as if posted by them. They are recommending that content to their friends and followers. This circumvents Facebook’s brand classification as it sees the post as being from the individual. It is content they are organically recommending. So every single call-to-action must be “Share with your friends.” By building a loyal group of advocates, readers, fans or customers who will go the extra mile to type in your URL or bookmark your Facebook page, plus who will Share rather than like, perhaps even writing a little lead in to tell their friends why they should go see this content, you can still organically reach a lot of people. The challenge is that your content has got to be dynamite and your audience has got to love you beyond their love of most other brands.
- Pay to play I know … this isn’t organic. But now you know that in order to achieve organic success you need a highly engaged audience willing to share. When you have content that will attract that kind of user or you can target to find that kind of user, take advantage of the fact you can offer up a little bit of money to get it in front of more of the kinds of people you want to collect. It’s a numbers game, in a way. For every 20 users, you’ll probably have one that really digs you enough to type in the ULR and/or “Share” your content. (Your traction here may vary from 1:20, but that’s a good starting point.) The more users you have the more advocates you’ll have to choose from.
So there you have it. It might also be a great time to spend more time promoting your brand on other social media platforms. Twitter is starting to look better and better! What do you think? Will you put in the extra effort and energy to reach your followers on Facebook or will you leverage other vehicles to get your message out?
April Neill is a brand strategist, lifelong entrepreneur and founder/CEO at April Neill Public Relations, a boutique public relations firm serving small businesses and non-profits in Chicagoland. You can find April on Twitter and also connect with April Neill PR on Facebook.
April Neill Public Relations is passionate about helping small businesses position themselves as experts in their industry. We offer a complimentary 30-minute in-person or phone consultation. Email AprilNeill@gmail.com to make your appointment today or call 312.772.3832 for more information.