Upside-Down Thinking by Patric Fransko
by Patric Fransko
July 6th, 2016

What the Latest Facebook Changes Mean for Your Business Page

Last week, Facebook made some changes to how it will populate its users’ newsfeeds. While these changes are meant to improve people’s experience, they could be detrimental to your marketing efforts via your company Facebook page. However, with some changes to your behavior, you can ensure that your content will still be seen by your target audience.facebookfransko

So, what changed? Essentially, Facebook determined that too much content was being shared from articles, videos, etc. and wanted to fill more of your newsfeed with original content from your friends and family. Users have stopped sharing updates about their lives and began just sharing articles, videos, etc. that they come across in their feed. This lowers the user experience, in Facebook’s mind, as your feed became a jumbled mess of stories and articles that drowned out the personal updates from your friends and family.

What does this mean for you and how can you modify your behavior to make this change less painful?

  1. Share More of Your Own Content

Instead of just sharing articles from news organizations or manufacturers, make an attempt to create content specific to your company. Post pictures of projects on which you’re working, happenings at the business, etc. The goal is to share more unique content as it will have a better chance of being seen by those that follow you—rather than a link or article from another source.

  1. Promote the Right Posts

The harsh reality is now it’s harder for you to get the exposure for your company page and content for free. This really shouldn’t surprise anyone. Facebook is a business with shareholders and one of the primary ways they make revenue is through advertisement. So, if you want to be seen by your target audience, you may have to pay to be seen.
However, that doesn’t mean you should just click the “Boost Now” button for a post and allow Facebook to charge you for the promotion. You have to be strategic about not only the type of content that you post, but the audience you target with that content. Ideally, you want to create content with a specific audience in mind and then promote that piece of content directly the targeted group. If done correctly, you won’t have to spend much money to get results.

It seems like every time we turn around either Google or Facebook are changing the rules. What worked six months ago is no longer as effective. You should expect changes as these platforms continue to evolve to bring value to their users while finding new ways to generate revenue. Your best course of action is either to stay up on these changes yourself, or work with a company or individual that can do that for you. Otherwise, you could be spending large sums of money executing plans that may have worked last year, but will never get you the results you want today.

Stay tuned to the next blog where I discuss specific ways to marry your content with the target audience to achieve better results for each dollar spent.

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