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How Businesses Can Survive the Latest Changes to Facebook

Posted by on Jan 24, 2018 in General, Marketing, Other Services, Planning, Proofreading/Copy, Public relations, Social Media | 2 comments

How Businesses Can Survive the Latest Changes to Facebook

Facebook. The tech giant touches so many of our lives on a daily basis. And, just when you think you have a handle on how best to use the platform for marketing and promotion, it’s as if Mark Zuckerberg comes along and rips the carpet out from under you.  Okay, maybe I’m being a bit dramatic, but it can feel that way, if you depend too much on the platform.

Earlier this month, Facebook announced it would be sharing with users what it deems to be more “meaningful” content, from their friends and family, and less from brands and publishers. The move has been said to be partially in response to criticism about Facebook contributing to the spread of “Fake News,” though Facebook has declined to comment on the matter.

Regardless of the motivation behind the changes, here are some strategies businesses need to consider to now elevate their reach on Facebook:

    1. Facebook has slowly become a pay-for-play space. For marketing, you may need to spend a minimum budget to boost popular posts. This means even more engagement for your posts, which will certainly increase your reach. Minimum budget can be as little as five dollars for a couple days of exposure. Be sure to use the ad targeting features to reach the people who really care about your product/service.
    2. Only post great content that will encourage interactions, not average, so-so content. GREAT content means content that people will want to share or comment on.  Repetitive, weak content could negatively impact the algorithm, meaning less people see your stuff. You may need to rethink those #MotivationMonday and #FunFriday posts – save those for Instagram. According to some sources, “likes” on posts may not even matter any more, at least not the way they used to. Also, cut out on “fishing” for engagement, for example, writing posts that ask followers to “comment to win free prizes.” Facebook is intuitive enough to tell that’s what you’re doing.
    3. Post a message encouraging your fans to “See your page first.” On each page, just right of the “Like” button, there’s a “Following” button. Click on the down arrow and there’s a drop-down option to “See First” – news from the page. It may be best to post this sooner rather than later.
    4. Use Facebook Live. Facebook always encourages engagement on live videos, and if the feature hasn’t been turned off by users, they will be alerted when you “go live.” Just make sure you are providing quality content that people want to see, or they will unfollow you.
    5. Most importantly, take control of your company’s communication tools. Many small businesses, in particular, have been relying too heavily on social media, and it can really hurt companies that do not have multiple promotional channels to rely on. Some companies, for example, have Facebook pages but not a website. This is a dangerous proposition, as page owners ultimately do not control what Facebook will allow to get through to followers. A good, old-fashioned email list or website can’t have “the volume turned down” on it – at least for now. Businesses of all sizes should devote time to building robust websites, networking and using other communication tools they can more directly control.

    If you need further pointers on developing a strong, multi-channeled marketing and promotional strategy, please contact us today – we’d love to help!

     

    My Best,

    Kristine