Mark Zuckerberg + Team Facebook: 4
Businesses with a Facebook Page: 0
It always seems like once businesses and marketers start to get a grip on Facebook, they drop a new update. Just like the one Zuckerberg announced last week.
In case you missed it, Facebook announced that they will begin prioritizing their users: communities first, family and friends second…and businesses and brands last (way last).
“Because space in News Feed is limited, showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses.
As we make these updates, Pages may see their reach, video watch time and referral traffic decrease. The impact will vary from Page to Page, driven by factors including the type of content they produce and how people interact with it. Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.”
What Does This Mean for My Business?
Business page posts will be seen even less than they are now. If you are posting your products, services, and a link to your blog on every post, your posts’ reach will dwindle to nothing. Ultimately, you will be posting with little to no return.
Does this mean businesses will need to pay to play on Facebook now? Maybe. But there are ways to still keep your business page alive.
What Do I Do Now?
Implement these five tips to keep your business’ Facebook page afloat.
- If you still want to be seen, you need to be comment hungry. Post images with questions to engage your audience (and get points for using an image!).
- Don’t comment bait. Facebook catches this and docks / blocks your post. Engagement / Comment baiting is “Tag a friend that starts with the letter S”.
- Tip: Make sure you respond to comments and engage in conversation. Here is an example: If you are a non-profit that helps homeless women and children, a great engagement conversation post would look like –
- Facebook Live is now at the top of the totem pole for reach and engagement points. Live streaming is one of Facebook’s focuses – the key is to go live often. Often = about once a week.
- Here are some ideas for live content: tip of the week, introduce a staff member, give a behind the scenes look at your office space, answer customer / audience questions, new product reveal, interview a CEO, etc.
Make a Group Page.
- And then connect / link it to your business page. Group pages are considered the ultimate community spaces where people connect and engage with each other. Create a group page and invite customers and potential customers to connect with you AND each other. This page is a content gold mine – it is a place to ask questions, seek advice from peers and showcase your expertise. Group pages are great for fostering relationships, building trust and getting to know your audience. Group pages can become a lot to manage – we recommend selecting VIP customers to moderate and help lead the group page discussion each week.
Ask your audience.
- Ask your audience to prioritize your posts. They can choose to receive alerts and see your content in their News Feed:
- Consumers are flooded with products and services EVERYWHERE. Be sincere. Be honest. Take the time to have conversations with your audience on Facebook. Your audience, and Facebook, will reward you for it.
Gone are the days of quantity over quality – now is the time for quality conversations and interactions with your social community. If you have any questions, or want to learn more about the social implications for your business page, we are happy to help!