Facebook recently announced some changes coming to the newsfeed for Facebook business pages. These changes will begin rolling out in January. Facebook has been surveying its members and analyzing content to determine what members want to see showing up in their newsfeed. The surveys show that there are come consistent traits that make organic posts feel too promotional. They are:
- 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
Business owners can expect that starting January, posts such as these will see even less time in the newsfeed and that “Pages that post promotional creative should expect their organic distribution to fall significantly over time“. Organic reach on Facebook has already dropped dramatically and is down to around 1% so the writing is on the wall. What they are NOT saying in this article obviously, is that if you are ‘boosting’ that post (in other words paying for that content), it will get air time. To read this complete announcement from Facebook, please click here.
A welcome addition to this announcement was that Facebook will be “increasing its investment in Pages”. According to them, “Given the substantial traffic to Pages, we are exploring ways to build more features into Pages. A lot of this is in response to how we’re seeing people interact with business Pages. Some of these interactions include messaging to communicate with a business directly or browsing video and photo content. We’re also exploring ways to better customize Pages based on the industry a business is in, similar to how we rolled out menu sections for restaurant Pages“. I will be monitoring these changes and publishing posts accordingly so stay tuned!
As a business owner, you will need to have a marketing strategy in place for 2015, if you haven’t already done so, to ensure your content gets in front of the audience you are targeting. This will most likely mean allocating some dollars towards boosting your page, your posts and getting people into your funnel. Before doing so, my recommendation is to revisit your Facebook and website stats to make sure Facebook is a viable marketing channel for your company! If you aren’t comfortable with how to ascertain this, get help!
In the meantime, there are a couple of things that you can do to get eyes on your page that don’t cost you anything and will help increase your reach. They are:
1. Get Notifications
Encourage people to ‘Like’ the page, AND, include a message to them to click the ‘get notifications’ from your page. in this way, when you post something new, it will show up in the notification section (top right section of their home page) that there is new information there. How to do this?
- Once people have ‘Liked’ the page, they will need to locate the ‘Liked’ box on your business page (in the cover section).
- Hover over the ‘Liked’ box which brings up a drop down menu.
- Click ‘get notifications’
2. Target your Posts
You can target who sees your content (take into consideration that this is for organic reach which has now dropped). How do you target your posts?
- Go to Settings on your business page
- Click ‘edit’ next to ‘Targeting and Privacy for Posts’
- Check the box for ‘Allow targeting and privacy options when I create posts….’
- Click save changes.
- When creating new posts/status updates, a new icon will appear
- Before you publish your post, click that icon and select your options. This will guide Facebook as to who should see this content.
Have questions about Facebook marketing? I welcome you to contact me. You can reach me by phone or email, leave a comment or question here on the site, or click the contact tab at the bottom of the page if you are reading this post on the website.
Until next time,