There’s a buzz in the social media marketing world as of now because Facebook is ONCE AGAIN changing it up with regard to the user’s experience and their newsfeed content. This announcement is being heavily discussed amongst the social media world and is currently being dissected to find out what the ramifications will mean to the business pages and their content reach.
WHAT is changing?
The newsfeed will now be in the following order –
- Friends and family photos, videos and posts will be first.
- Content that informs you and by that they apparently mean content that speaks to the trending subjects and content that interests YOU PERSONALLY.
- Content that entertains you such as funny videos, live videos or whatever else catches your attention.
HOW does this impact business pages?
Pages who offer ENGAGING content that fans are compelled to share with others and that their friends and family interact with will have the best chance of being seen, BUT the assumption is that organic reach for ALL pages will disappear. Why? Why would Facebook do this? Think from a business perspective.
- They want to make the user experience friendly because without the users Facebook would die.
- They want to increase the money for their shareholders and by making Facebook a pay to play platform they should be able to do so.
- They need to be able to give preference to the pages who already are paying for that space in the newsfeed OVER the pages who are not.
Should we JUMP SHIP and abandon Facebook altogether?
In my humble opinion, NO WAY! Where else can one target relevant prospective buyers and sellers in specific marketing locations? When you are in real estate, let’s say, and can target people according to zip code, economic background, and whether they are MOST LIKELY TO MOVE or not, then no, you should not abandon that tool.
What can we do to keep progressing forward?
Rethink your business marketing mindset when it comes to Facebook. I see a couple of options and it will depend on what your goals are and how comfortable you are with change. If you are successful in business then I’d say you have had to be comfortable with change. So here are some options in my opinion –
- Try engaging content versus salesy or promotional content. Think of content you share on your personal profile which is engaged with by your friends and family. Try posting that to your page. No promises though because if your page has no organic reach then you have no audience to engage with your content. On to idea 2.
- Utilize Facebook for paid promotion only. There are more than 1.6 BILLION DAILY USERS. Think about who you know who is NOT on Facebook. Not many, but I’m sure there’s still a few holdouts. The point is MOST people have a Facebook account and that means you can reach those people on Facebook if you know what you are doing with the paid advertising section and if you don’t then you should learn. Take a class or join a group. I’ve joined the #GetSocialSmart Academy through Katie Lance AND actually, she’s how I came to learn about this latest Facebook change. You absolutely MUST have a go to reference to stay on top of these changes.
- Do experiment with other social media platforms for the brand awareness factor. I’m finding that Instagram is great for brand awareness and for real estate, but you must use it with respect to the unique platform it is. Again, take a look at Katie Lance’s #GetSocialSmart Academy for tips. She has detailed guidance for Instagram and all the other platforms one needs to know. You’ll feel confident building your presence on these platforms after learning from her.
BottomLine – Don’t throw in the towel completely when it comes to Facebook.
- Wait to see what happens when Facebook rolls this out in a few weeks.
- Change up your content according to what you share and your friends and family engage with.
- Check out other social media platforms.
- Invest in learning more about the different platforms through a good school, such as Katie Lance’s #GetSocialSmart Academy.