Back in January, Mark Zuckerberg announced changes to the Facebook algorithm that caused businesses and some marketers across the globe to hit the panic button. Phrases like “Facebook Marketing is dead” and “I can’t use Facebook to promote by business anymore” were just some of the things I was hearing from Facebook users. To be honest, I was more panicked about hearing those things being said than I was about the newsfeed changes themselves.
You see for me, the new Facebook algorithm has been a good thing and I’ll explain why.
So what were the changes?
You may have read my blog after the announcement ‘Facebook newsfeed changes and what they mean for business‘, but in a nutshell, the changes were geared towards focusing on community and personal relationships rather than brands and promotion which was clogging up our feeds.
Basically the new algorithm wants to encourage:
- Developing personal relationships
- Active conversation
- Posts which add value – with links, trending content, lots of reactions, comments and shares
- Group activity.
It wants to actively discourage:
- Click baiting
- Posts including links to spam
- Posts asking for likes and shares
- Overly promotional content (unless you ‘pay to play’ so to speak with ads)
Zuckerberg summarised these changes by saying:
“You’ll see less public content like posts from businesses, brands and the media. And the public content you see more will be held to the same standard – it should encourage meaningful interactions between people”
How I changed my Facebook strategy
The few days following this announcement, I gave a lot of thought to what I was doing on Facebook – why I actually use it, if it is still a relevant channel for my target audience, what I want to achieve through my brand page and what I needed to do moving forward with the changes. If I’m going to be honest, I’ve been guilty of previously neglecting Facebook, letting my social media management platform do all of the work rather than me posting in real time.
I decided that if I wanted to grow my audience and make a difference using the platform then I had to adapt my strategy to the new algorithm in a way that most reflects me and my brand.
And that’s exactly what I’ve done.
Since January I’ve invested a lot of time and effort into:
- Creating and posting the right content for Facebook audience: This has always been a huge part of my social media strategy in general, but I’ve slightly changed the way I do it on Facebook. I’ve tested frequency, timing and the type of content to see what attracts the attention of my followers and what doesn’t, keeping in line with Facebook’s focus on community. I’ve also shared content from others and made sure I’ve tagged them into the posts that I share.
- I’ve changed the name of my page: I had been toying with this idea for a while and the newsfeed changes made me go ahead as the algorithm lends itself well to personal branding. I’ve changed the name from KD Communications to Kathryn Dishman-Baird at KD Communications.
- I’ve invested more time in groups: This has been a big focus for me – both in terms of developing my own group and taking part in others. I’ve done my best to add value where I can, get involved in conversations and participate in posts like “Share your blog”, “Follow Friday” etc. I haven’t thought about this in terms of driving sales at this point, I’ve focused on it from a purely audience building point of view.
- Facebook reviews: Every time I work with someone or host one of my free #PRBubbles, I’ve been asking people to post reviews on my page. This is something I’d encourage you all to do.
- Live video: This is something I’ve done only a couple of times, but it has had an impact on engagement and is something I’m looking to integrate more into my longer term Facebook strategy.
- Sharing more behind the scenes: In an effort to focus on the building relationships aspect of Facebook’s algorithm, I’ve made an effort to show my followers the day-to-day behind the scenes of my running my business. This is something I’ve always done on Instagram and Twitter, but previously has not gained much traction or engagement on Facebook. That has all changed for me with the newsfeed changes.
I know that none of this is groundbreaking, but using the right mix of activity for me (this might look different for you, depending on the nature of your business) has really benefitted my brand and the results below speak for themselves.
What the results say.
My Facebook reach and engagement has never been higher. Over the past month alone my
- Post engagement is up 1,492%
- Reach is up 702%
- Likes are up 700%
- Page views are up 60%
- Page followers are up 50%
And guess what? That’s all organic. No paid ads or boosted posts. Not a penny spent on the platform – just time and effort.
So as you’ll see, Facebook marketing is far from being dead, you just need to make sure you adapt to the newsfeed changes and promote your business in a way that benefits your audience and is in line with the new algorithm. If you do this then you’ll see how the Facebook newsfeed changes can be good for your brand to.
I would love to meet you on Facebook. Like Kathryn Dishman-Baird at KD Communications to see my updates and feel free to share this post on LinkedIn, Facebook, Google+ or Twitter.
Do you need help using Facebook for Business? Get in touch with me for help. Call 0191 236 1010, 07941694702 or email firstname.lastname@example.org