On January 11th, Mark Zuckerberg announced that Facebook would be making some big changes to their algorithm that will greatly impact business pages. Putting the focus back on friends posts in the newsfeed.
Facebook’s update announcement stated;
“As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.” – Mark Zuckerberg
As expected, businesses and Facebook page owners have been a little concerned…
With organic reach for Facebook posts having already steadily declined over the last few years, this update begs the question,
“Is Facebook for businesses dead?”
The short answer is no. No, it is not. Regardless of your business, it’s important to have a Facebook page dedicated to your brand. It creates a powerful citation and it’s a very valuable piece of digital real estate.
What this update does mean though, is that we really have to change the way that we think about our businesses on Facebook. Facebook has first and foremost been a social network. When you use the platform to broadcast your messages but don’t stick around for engagement, then you are part of the problem.
Here are some tips to keep your brand page relevant with the new changes.
Don’t just broadcast, interact. Ask questions. Be there to learn about the people that interact with your page. Listen and you never know, you may just get the next product or service idea from them!
Keep the social in social media.
CREATE COMMUNITY ON YOUR PAGE
Use your Facebook page to create a community.
Ask questions, encourage conversations, think how groups interact, but do it on your page. What do all of your Facebook fans have in common? Well, for starters, they all like YOU! What else?
PUT ENGAGEMENT FIRST
Posting relevant content won’t cut it anymore. Don’t just post and run.
Engage! Ask questions. Reply to comments. Ask more questions in the comments!
The more engagement a post gets on your page the more people will see it.
USE WHAT WORKS – CUT WHAT DOESN’T
Analyze the content that is published on your page. What is performing well? What kind of content is getting the most engagement?
What content is bombing? Don’t be afraid to delete some of the low performing posts, tweak the copy or images and post again.
Live video is getting 6X’s more engagement right now. 6 TIMES!As we are competing for more engagement, why not choose the content that will already get you a leg up?
Here are some ways that your business can add some video to your page:
• Give a tour of your store
• Interview a staff member (ex: how long have you worked here? What’s your favorite____? What is the question you get asked most about____?” )
• Do a product demo
• What are two things you want your future customers to know?
• DIY timelapse
These are great as the videos will stay up on your page for 24 hours.
You can promote them like you would an event to get more engagement. People will be notified when your live stream starts if they are following you.
When are opportunities for your business to go live?
New product unveiling
What other ideas do you have to create more engagement on your business’s Facebook Page?