Have you disappeared?
Facebook changed its newsfeed algorithm yet again at the beginning of 2015, resulting in one of the most impactful adjustments for business pages on the virtual site. After conducting surveys, Facebook claimed the overwhelming result was that users wanted to see less from businesses and more from their friends and family. As a result, Facebook practically booted business page status updates from regular newsfeed results.
There is talk around the Internet that this change is a fatal blow to Facebook marketing, requiring business pages to spend money to “boost” their posts, in order for them to be seen. However, that isn’t entirely true to form. Facebook is still very business-friendly, if you know how to play into its hand.
Understanding the Changes
Before you find loopholes, you have to understand the rule. Basically, Facebook is limiting organic content from business pages that comes off as promotional. Again, this applies to organic status updates, not ads. As Facebook advertising expert, Jon Loomer explains, Facebook defines the following as being promotional:
- Posts that solely push people to buy a product or install an app
- Posts that push people to enter promotions and sweepstakes with no real context
- Posts that reuse the exact same content from ads
What this tells us is that, if your status updates are conversational in context, you shouldn’t see much in the way of falling views. But if you get promotional with those posts, then the reach for all of your posts will start to fall significantly because Facebook will flag your business.
Keep in mind that Facebook doesn’t have individuals perusing your page every day to check on what you’re posting. Now, this is algorithm based, which means something that totes the line between informational and promotional could go either way. And trying to argue your point to Facebook is often a feeble effort, since they rarely provide a direct response.
So, if your business page gets throw in Facebook jail for being too promotional, good luck posting bail.
Staying on the Radar
Simply put, your business page status updates, pictures and videos need to remain informational in nature. Steer clear of the word “buy,” for example. Yes, even if you have an amazing special going on that you want your followers to know about. In that case, you’ll need to direct them to the “Specials” button on your Facebook page or even on your website – teach them where to find that information and plug its location rather than the deal itself.
Implement hashtags to make your posts searchable to the general public. Facebook will now allow users to search by hashtags in the search bar (like on Twitter). This could certainly be used to your advantage, if you’re utilizing the right phrases. (That’s another blog post for another day.)
Another option is to regularly encourage people who like your page to follow it too. Under the “Liked” button on your cover photo, they can select “Following” to see your updates in their newsfeed. If they really like your business and you have lots of important things to say, encourage them to select “Get Notifications” from the same drop down menu. Then, every time you post something to your page, that follower will have a direct notification of it, which reduces the risk of missing something important.
Still yet, boosting your page’s status posts is a sure-fire way to be seen by your followers and even their friends who may not yet follow your page. My own, personal experience with boosting Facebook posts has yielded substantial reach, so I can attest to its effectiveness.
Recently, boosting a status update on a client’s page for a mere $5, spread over two days time, resulted in over 3,000 views of the post. This particular page has less than 150 “likes” and rarely reaches viewing capacity with a regular status update. Figuring in a $5 budget per week to boost one status update means a Facebook marketing budget of merely $20 a month, and the possibility of doubling (or more) your reach.
Visibility is, of course, the goal here. Whatever your method for being seen, gone are the days of passively posting on your Facebook business page. Well, truthfully, those days were never here in the first place, but if your social media management was half-hearted before, it certainly can’t be now.
Post with intention in order to be seen.
To brainstorm your own business Facebook strategy with The Get Smart Group – give us a call for a free 30 minute consultation! CLICK HERE to request your consultation now.
Photography by: Lazyfruit PicturesAlamy