Facebook’s Latest Update: Bad News for Page Owners (Again)?

It looks like Facebook is updating its algorithm again, and it could be that Facebook Pages will take another hit to organic reach. This time it will be posts by your friends that get prioritized on the News Feed, which is great news for users and possibly bad news for businesses. This is, by in large, old news; Facebook has been hammering down on calls to action and clickbait content since November 2014. If you and your social media strategies have not adapted by now, then you need to step up your game and catch up to the rest of the social world.

Facebook has said time and time again that the type of content prioritized on your Followers’ News Feeds is relevant to their interests. And what’s relevant to their News Feeds? The type of content their friends share. Let that be a lesson to you: the days of pure advertising and calls to action are at an end in the social media frontier. To make it in this landscape, you, as a business, need to start becoming more human, and that means developing a brand voice and personality, and more importantly it means trusting your social managers to do their jobs. Of course that also means finding a trustworthy social manager who knows how to navigate the potentially dicey social media environment.

So how do you go about finding your brand voice? It depends on your business, obviously, but the first thing you should do as CEO, owner, president, or higher up management is set some ground rules. Are you a fun-loving business that likes to get into ridiculous conversations with your customers and fan base? Are you educational? Professional? Sensational? Ask yourself: How would you, the owner, talk about your company to interested parties? Take note of your vocabulary, cadence, and emotions. This is how you want your business to look and sound on social media, and that’s exactly the type of message you should get across to your social manager. When you’re online, you’re not a salesperson; you are a human being who is proud of their business or product, and you want other people to see that. Passion is contagious. If you feel it, your audience will feel it, too. That makes all the difference in how people react to your content. Be more human today.

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Paid Advertising on Social Networks: The New Reality

People new to the game of Facebook might get the impression that there’s no way to break into the social media scene due to the abysmal organic reach percentage. As a result, new businesses might be completely turned off, especially when they’re trying to get a handle on their finances and simply cannot afford to invest in paid advertising on the world’s largest social network. It hasn’t always been this way. Many companies who have been with Facebook from the creation of the Facebook Page grew their following without having to pay a single dime. This is because Facebook used to be free in every sense of the word: no advertising, no promoted posts, and certainly no paid apps! But as the network became more popular, more and more companies began using Facebook as one of the primary methods of reaching people directly, which led to all the paid marketing options. As these options rolled out, everyone began experiencing a huge decrease in organic reach, some dropping as low as 2.1%. Abysmal seems like an understatement with numbers like that!

Facebook isn’t the only one to make paid advertising and promoted posts their only options for increasing your reach. Twitter, renown for its hashtag system, also offers promoted tweets and ad options with a built-in analytics system. Pinterest rolled out their Promoted Pins, though only for select companies at the moment. Unlike Facebook, the latter two do not punish their users by reducing their organic reach. Their functions remain the same, while the paid options are an add-on. Of course, Facebook denies purposely reducing organic reach for monetary gains, stating that the new system by which the site ranks content was implemented to reduce spam. Yes, it does reduce spam, but no, it doesn’t prevent spam by any measure. The only thing it seems to do consistently well is stop non-paying Facebook Pages from reaching their customer base. One positive thing it does is punish those who try to cheat the game by buying fake Likes. The more fake Likes you have, the worse your organic reach will be. Not that it isn’t insanely bad already. It’s just a cherry on top.

So what can we do? Paid options are a part of the game now. New users and small companies will need to work extra hard to create quality content relevant to their potential followers in order to entice them to share. But not on Facebook. They frown on external links.