Facebook is ever evolving, much like our own business. Finding ways to serve those you work with best is integral to all businesses. You can't be upset that Facebook is looking to cut down on business content, articles, videos and free advertising reach. But the truth is you might be, it is going to cut into your business page reach and perhaps your businesses bottom line.
"The research shows that when we use social media to connect with people we care about, it can be good for our well-being. We can feel more connected and less lonely, and that correlates with long term measures of happiness and health. On the other hand, passively reading articles or watching videos -- even if they're entertaining or informative -- may not be as good." Mark Zuckerberg
If you take a look at what Mark is sharing with his quote above it't that he doesn't want you to be passive on Facebook, he wants to make sure you actively engaged. So in order to see content you want or to be viewed as content worth sharing it must cause an active engagement. What does that even mean? Basically in order to keep seeing things you like you must hit "like", make a comment or share it. You can't just watch or read it and do nothing ie: be passive. The same goes for the content you are wanting people to see, they must actively engage with it! It is all about interactions, now more than ever.
"I'm changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions." Mark Zuckerberg
What are you going to be able to do to still reach new customers, show up for current fans and not pay thousands to Facebook to show your content?
There are a few things that you can do. Of course some of the newest things Facebook has implemented are going to be the best ways to reach people and means creating more things to manage. But it also means you can cut down on other types of content and perhaps even reach a wider audience.
Facebook considered engaging content to be anything people clicked on, watched, read, commented, liked or shared. But now they are more interested in comments, likes and shares. They want your content to cause a reaction that puts their algorithms to work. It won't be enough that they clicked the link or watched the video anymore. That could make things a bit tougher for you to create content but also will get you more creative. So your calls to action will be much more important! Remember to ask for what you want, do you want them to comment, ASK! If you want them to tell their friends, let them know! But most of all remind them that to continue seeing your content they need to engage with you! So the next time someone comes in and tells you they don't see you on Facebook anymore let them know they have to engage with your page to keep seeing it or hit the "See First" option under "Follow".
Facebook groups are getting a boost. They will now show in news feeds more than ever! You may have already noticed that your news feed is full of post from groups you may or may not want to be a part of. But the good news is now your posts in groups have a real chance at being seen. Make sure you follow group etiquette when posting and you may want to review Do's and Don'ts of Social Media Groups on Facebook before you go crazy posting in groups. But with all the new changes it is important to start being involved in the groups that are catered toward the people who would be interested in your services. Posting in town groups, holistic or yoga groups and doing a search of groups near you is a great starting point, just make sure to read rules and never be spammy. Creating a group for your Facebook page is also a new option, find it in your settings and create your own! This will be an easy way to make sure your fans are still getting your updates, but invite them to join, don't just add them to your group!
This option won't be for everyone, but it is a viable option to reach your fans and create new ones! Facebook live allows you to stream live video from your phone or computer. Some options would be live stream a class or event, do live readings, or offer a free guided meditation. Doing regular live stream will help you create buzz, get people engaged and keep you in the spotlight. There are a few ways this can work against you too. Keep in mind that your live stream needs to be interesting, don't get online and give a lecture if you said it was for a meditation. Always deliver what you promised and be engaged with the audience watching by answering questions in real time, listening to their concerns, and acknowledged how they are feeling. If they are sharing something with you they are sharing it with everyone watching too, so never ignore someone just because you don't like what they are saying! If you don't like it, say so, at the very least. Also remember to ask them to go to your page and hit like, ask them to share it with their friends right now. And ask questions about what else they may want to see in the feature! This is live and you can get a lot more information from your viewers and a lot more engagement then a blog post alone.
So yes, there are changes, you may have noticed many of them already, but there is always a way to get in front of the people you want to reach. It just means flowing into those changes just like we do in life everyday. It helps to get a little coach here and there to, especially in areas you aren't so sure about!
I would love to know; what areas of social media marketing and online marketing are you struggling with? What would you like to learn more about? How could I help you better navigate marketing in general? Please leave a comment below and your question might be the next subject of discussion!