For anyone that has been following or managing social media optimization (SMO) and social media marketing (SMM) they were served a stunning change from Zuckerberg and company when it was announced that less content will be shown from publishers and businesses. So what does this mean, especially with us trying to manage Facebook business pages as a smaller business just trying to get in front of clients? Let’s talk strategies!
First, the context
Before we jump into a pool of lava here let’s get into the specifics as it’s known at this time:
- Facebook will show less public content, including videos and other posts from publishers or businesses
- The impact will vary from Page to Page, depending on general interaction of content
- People who want to see more posts from Pages they follow can choose to See First in News Feed Preferences
- Facebook is noting that live videos will still have extended reach to clients
- “Engagement-bait” will continue to be demoted
So what does it mean?
So the way I am translating what is being said is that it will be even harder, especially with the small business pages like mine and other small business, to leverage the business page for anything meaningful on Facebook. But this is somewhat of a blessing in disguise. Any small businesses that have been trying to make grounds into this social space, paid or free, will likely see diminishing returns and reduce or outright abandon that effort.
Personally, I haven’t done much exclusive work on the Facebook side of social content. Not many people were getting exposed to it. It seemed any time I shared content from my business page on my personal page, the views were generally dismal. So I have been trying to push more web destination traffic (like even this article) and doing that through my personal accounts and to specific groups that benefit from that content. in general, it has worked out well, but it almost for certain reduces the possibility of potential clients just stumbling on content unless they are friending me or spending time on my business page directly.
Exceptions to the rule
Now as Facebook said, this does not mean that people won’t see your page. People that are manually adding you to their feed will still see your content, so a push towards getting people to do that could be an option. Also, they mention live videos will still get higher preference because it tends to be more engaging. But if you do this you need to think of strategies that work to your advantage, and is Facebook a better medium than say a YouTube for it.
Surviving the Facebook 2018 pages changes
It’s honestly simple. Create good content from your website and share as you would. Social platforms constantly change their algorithms (well so does Google) but it seems to me the best strategy is still funneling your audience to your website where you have the control to shape the experience. Still, leverage social, but do it in a way that creates both a content and sales funnel to your website.
Those that have been trying to bank off gaming Facebook pages, or just outright abandoning traditional methods like maintaining a website are now waking up to the likelihood that their job just got a lot harder.
Author Biography: Lou Paris of Paris Creative
Lou Paris has been DJing since 1988 and has a deep passion for music of all styles and genres and became and wedding DJ in 2012. Coincidentally Lou is also a successful 20+ year IT professional and has merged many technology concepts to ensure a successful night of entertainment. Click here to learn more about Lou's background.