Tuesday, March 6, 2018

What Facebook's New Algorithm Means to Social Media Marketers

On 19 Jan 2018, Facebook (FB) announced major algorithm changes to its News Feed. The change in algorithm is intended to return FB to its original goal of facilitating meaningful social interactions and will result in users seeing less public content, news, video and post from brands or businesses. Users will see more posts from friends and families, posts from trustworthy sources, informative posts, and posts that are relevant to the local community.

facebook new algorithm implications

Implications for Social Media Marketers
The changes will have the following 2 implications for social media marketers:
  • Organic Reach Will Drop. Currently, unless a post is shared or commented on, organic reach is approximately 5% of fan base. With the changes in algorithm prioritizing meaningful social interactions, organic reach for most pages will decline unless the type of content changes.
  • Increased Importance of Engagement. As FB’s new algorithm prioritizes interaction, user engagement with the content is important. Contents that generate discussions amongst a page’s users would be prioritised in the news feeds of the page’s fans. “Update” type content will not generate much interaction and will not be shown on news feed.

Our Recommendations
“Be More Social Less Media”. As FB’s algorithm prioritizes for meaningful social interactions contents should seek to spark conversations. Hence, report card style posts will likely not gain much traction with the revised algorithm. Examples of “social contents” would be asking questions about a trending topic or sharing a personal view.
Focus on Conversations. As conversations are viewed as social interactions, page administrators should respond to user comments to keep the conversation going. The more people discussing the issue, the higher the traction. Of note is that both positive and negative comments are considered conversations and both will be prioritized in news feeds.  
Leverage on Natural Support. As FB relies on user response to signal interactions, where possible, page administrators should leverage on their core group of followers (employees, friends of families, etc.) to interact with their posts. Such engagement will “signal” to FB that the content is relevant and result in it being seen by more people.
Consider Use of FB Closed Groups. Being a member of a group, signals to FB that you find the content relevant. As such, group members are notified whenever new content is posted in the group. Page administrators can consider the setting-up exclusive groups within their pages so that content will be “pushed” to them. Presently, there are no limits to the number of members in each group.
The only constant in the world of social media marketing is change. To stay ahead of the game, we must adapt to changes. We hope you find the above useful.

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