What You Need to Know About the New Facebook Algorithm
Facebook recently announced that it will be rolling out a new algorithm, and it has gotten brands and businesses alike abuzz with worry about what these changes mean for them. The reality is that your newsfeed will favour content from your friends, family, and groups over business pages, which really, is what Facebook was originally all about.
Yes, unfortunately your organic reach will probably drop. The good news? These changes forces brands to up their content game. We've been preaching quality over quantity for years, and that earning engagement online is like winning the Stanley Cup of social media, and platforms are finally getting on board.
How can your brand stand out with these changes?
· Comments = King
The new algorithm favours authentic engagement above everything else. Not only should you be taking the time to comment on others posts, but you should focus your posts on asking thought provoking questions and encouraging engagement as well.
What not to do: Increasing engagement does not mean bugging your audience to comment on every. single. post. You wouldn’t do this in real life, so don’t do it online either.
· Now is the time to give Facebook Live a try
The keyword here is live. According to Mark Zuckerberg “live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos.”
What not to do: Of coure this isn’t a catchall; use Facebook live when appropriate but don’t overkill it with irrelevant topics. Does your breakfast really need to be shared on Facebook live? Probably not.
· Personal branding is where it’s at
Think outside the box of your business page. Use your personal account to build relationships and reach people. If you are an entrepreneur or business owner, it’s pretty much expected that you eat, breathe, and live your business, so why not spark conversations with your network about ideas or hear their suggestions?
What not to do: There’s a fine line between promoting your biz and spamming. Building relationships does not mean talking about your biz 24/7; it’s about nurturing your current connections through a wide range of personal and professional conversations.
· Be a good listener
Listening skills are going to be even more important with these changes. The only way to have an accurate pulse on who your audience actually is, is to listen to them. Take the time to hear what they care about, what they’re talking about, and where they spend their time online.
What not to do: Don’t forget to listen to your competitors too. You probably share an audience, so if they aren’t talking about you, they just might be talking about them.
Facebook returning to it’s roots means that your brand should as well. Think back on the classic building blocks of relationships and communications – creating trust, two-way conversations, and transparency.
Social media doesn't replace real relationships; it merely provides a medium to further them. The key here is to treat your online relationships the same as you would if you were face to face, and by the sounds of it, this new algorithm will reward real relationships accordingly and help cut out the fake news.
What do you think of these changes? Do you have any concerns?