Its all a buzz! What’s changed now and how is it going to help or hurt small businesses locally?

I have done some research and I have located 4 sources that are all stating the same information about this newest algorithm change, and its effects on small business. I have both laid out the sources here and summarized their content so it is fast and easy to read (to respect your time). Let’s jump in!

Facebook’s Mission

…Has always been to bring the people of the world closer together.

It is no surprise then that this newest shift gets them back to their core, connecting you with the PEOPLE you care most about. What this means for small business is no more organic content will be seen in your fans news feed. They will only see your organic content if their friends or family engage with your page directly, or post directly.

Example: You post on your business page a limited time offer, but do not boost it as it is for your fans only, and 2 of your 500 fans like the post. Their friends see that they liked your post, but not the post itself.

(Summarized from: https://www.businessinsider.com/facebooks-updated-news-feed-algorithm-nightmare-for-publishers-2018-1)

Authentic Communication

The reason for the change is due to the click bait articles we have all seen go “viral” on social media that have no substance or truth to them. 68% of the worlds population gets their news from Facebook, and they have taken a lot of heat for this over the last year. This algorithm change is designed to squish that by only allowing click bait content into your news feed.

This means companies need to pay for you to see them. Great for the big guys with the million dollar ad budgets, really challenging for local small business to get the ads seen now as the competition for that ad spot just shot through the roof.

(Summarized from: https://blog.bufferapp.com/facebook-news-feed-algorithm)

Tips For Top Performing Social Media

This article was great a breaking down the top ways to leverage this social media giant today. It will likely change next month, but for now these are useful bits to help you be successful:

  • Post relevant information to your business and industry
  • Avoid posting fake or inflammatory news; vetted quality content is a must
  • Do not post sales updates (eg. Good for the next hour 25% candles in the whole store)
  • Engage with commenters
  • Change up when you post so you can reach your fans at different times of the day
  • Live video is authentic, and is getting prioritized, use it!
  • Have fun with your content and make puns! Everyone loves a good corny joke 🙂
  • Use various content like images, videos, and text as text only content doesn’t get the same engagement
  • Be sure to boost posts that get decent views to increase views and engagement

These are great tips! And if you are doing this already, then you are on the right track. Keep up the good work!

(Summarized from: https://www.business2community.com/facebook/master-facebook-algorithm-2018-01988572)

Video content is taking over

The last source I found discusses the use of video content, and how that can change the landscape for social media in general (not just Facebook power users).

Video is a great way to create authentic, engaging content that can be used in ads, or boosted, allowing for maximum engagement on the social network. If you are not feeling the video option here then it may be time to rethink your marketing strategy and how you are using social media.

From this point forward paid media is the only way to get your content seen, unless you have a highly active fan base already. But it is a stretch as your fans have to be avid and visiting your page to find the organic content to engage.

(Summarized from: https://smallbiztrends.com/2018/01/new-facebook-news-feed-will-hurt-small-businesses.html)

In summary

Facebook is a great social tool, and they are now getting back to their roots of being a social community for the people. I recommend to all my clients that any content you post on the business page be shared to your personal page as well.

That helps to ensure people are seeing it. Also, asking friends and family to support you and like your updates. Even if it doesn’t apply to them, they may have a friend you can help who will only see the post because they helped you out.

Lastly, leverage the Facebook live. At the end of the day, none of us are movies stars or are comfortable being on camera, but this authentic engagement tool will help you reach new audiences and create deeper relationships. I know video can be a scary thing, so I usually record myself (not live) and review it. Once I get to a take that I like I go live and copy that take.

This does 2 things. First it gets me comfortable with the camera, and second it helps me be authentic and succinct so I don’t drone on… which can happen to the best of us.

If you need help with organizing your content strategy for 2018 and beyond, give me a call. I am happy to meet with you and discuss your needs and determine if I am the right person to help you reach your goals!