You may have heard recently Facebook’s Mark Zuckerberg announced that Facebook’s social feed algorithm would be changing. While many brands, businesses and agencies are struggling to understand the implications of these changes, The Communications Group has developed a strategy for our clients.
Previously, Facebook’s feed presented the most relevant content to its users, what their algorithm expected that individuals wanted to see. Now, Zuckerberg has directed a shift to the algorithm’s focus to encourage more meaningful interactions between people. Ultimately, Facebook is placing more focus on people instead of news.
Ironically dubbed the newsfeed, Facebook’s feed will feature less news-related content in order to give way to more conversations between Facebook Friends. Originally, the Facebook platform was intended primarily for social purposes, however, users have since discovered new ways to utilize the platform.
For many, this has caused panic, leaving users to wonder, “Where will I get my news now?” Individuals across the globe have become dependent on the social media platform as a place to absorb a host of media, including current news. Marketers and public relations professionals are also feeling the heat, “Will this affect my post reach?”
Ultimately, the answer is yes.
Organic reach is estimated to decrease for Pages in order to show more content from individuals. This does change the social arena for marketers. Because of this organic shift, we can expect to see more paid efforts from marketing and public relations teams, and possibly more influencer content from individuals and brand ambassadors.
While Facebook did launch “Groups for Pages” last summer, Business Pages on Facebook are now able to create Groups to engage with their online communities without getting penalized under new algorithm changes. The Group Page is connected to the Brand/Business page, so users will be able to link to and access all created content.
However, Groups for Pages may be the organic solution for now, but as more and more adopt this system as a way to distribute publisher content, Facebook developers will see the need to refine the algorithm again.
The best PR practitioners and marketers know the solution does not lie in cheating the algorithm. By providing relevant, timely, entertaining, and useful information to social users, we will show up in the newsfeed and find our way into the hearts of our Facebook Fans.