How New Facebook’s Update Affects Your Business And What To Do About It
One of the biggest ways to market in the modern day is through the internet. Whether you are using a website, a social media account, or a combination of the two, marketing has never been easier in this day and age. But while technology has made business dealings a great deal easier, they come with just as many problems.
Where People Market Now
People used to pay others for space on website banners to advertise their businesses. As the internet evolved, message boards became a thing, and social media came into existence, business owners and entrepreneurs had direct contact with their customers and consumers.
The biggest place to conduct business and market your services has become Facebook’s new purpose. First started out as a social media tool to stay in touch with friends and family, we now see ads from all corners of the worlds, advertising services new and traditional.
Liking a business’s page used to be enough to get the ball rolling. With the Facebook algorithm going through constant maintenance and updating, you might see fewer views on posts meant for heavy internet traffic.
What’s Going On?
According to the creator of Facebook, Mark Zuckerberg, “We’ve gotten feedback from our community that public content – posts from businesses, brands, and media – is crowding out the personal moments that lead us to connect with each other.”
There were statements released previously in 2017 in a large manifesto aimed at “giving people the power to build a community.”
How Will Facebook’s News Feed Change Affect Your Business?
“The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family, and groups,” elaborates Zuckerberg. “As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard – it should encourage meaningful interactions between people.”
Think of it this way: if you’ve got half a million followers and you make a post, less than 50% of that group will even see it.
Seeing less ads makes complete sense, as most users see Facebook as nothing more than a tool to see posts from family and friends they live a great distance from. That being said, even people working for Facebook are aware of the problems this poses for businesses.
“With a reduction in organic reach for content that originates from brands, small businesses, and news publishers,” explains Facebook Advertising Strategist Amanda Bond in Entrepreneur, “it will become even harder to share important information without venturing into paying for Facebook ads.”
Tips On Adapting And Continuing To Build A Thriving Business
Before you venture into paying for Facebook ads, consider trying these few things first:
1. Build Your Audience on Multiple Platforms
Perhaps you do have social media, yet your business doesn’t get the traffic you expect. If it’s the only social media account you use, then the lack of internet presence across multiple platforms may be the cause.
If you’ve already got a Facebook page, hit up Twitter and Instagram. Start a YouTube account to create videos to promote your business.
2. Encourage Engagement on Your Posts
Do what you can to attract people to your post. You can use Facebook Live, a way to record live video and have direct audience interaction. Or you can start a post with a thought-provoking question and answer users in the comments section.
You can garner more attention by responding to comments as quickly as possible. If your schedule does not permit that, look into hiring a community manager for your social media engagement.
Consider linking to your Facebook pages from other platforms as well.
3. Use Facebook Ads (properly!)
Advertising expert Nicholas Kusmich advises that “you must give people something they are interested in before you even contemplate asking them to make a purchasing decision.”
It’s important that one gets to know their audience because “when you approach Facebook with the intent to get something, rather than give your audience something they value, you will lose.”
So you’ve got a couple of hundred comments on a popular post. Give yourself about a day or two to bask in the glow of such positive engagement. After some time has passed, use the “boost option” to help generate more engagement.
4. Create a Facebook Group for Your Audience
A great way to attract fans to your brand or business is by starting a group dedicated to it, allowing you to direct people there. Facebook’s own group has a higher engagement than the page that created it.
5. Build an Asset You Can Control
As your business grows, so too will the cache of data you possess. Build up your database as you build up your social media.