Last week, Facebook announced major changes to the Facebook News Feed. These changes are significant and they will affect the way we use the platform, however, this doesn’t mean you should give up on using Facebook for business.
“BECAUSE SPACE IN NEWS FEED IS LIMITED, SHOWING MORE POSTS FROM FRIENDS AND FAMILY AND UPDATES THAT SPARK CONVERSATION MEANS WE’LL SHOW LESS PUBLIC CONTENT, INCLUDING VIDEOS AND OTHER POSTS FROM PUBLISHERS OR BUSINESSES.”
“AS WE MAKE THESE UPDATES, PAGES MAY SEE THEIR REACH, VIDEO WATCH TIME AND REFERRAL TRAFFIC DECREASE. THE IMPACT WILL VARY FROM PAGE TO PAGE, DRIVEN BY FACTORS INCLUDING THE TYPE OF CONTENT THEY PRODUCE AND HOW PEOPLE INTERACT WITH IT.”
Personal connection, engagement and relationships must be a key priority. As a business owner or entrepreneur, you must focus on your customers, your ideal clients, your community and how you can best serve them. If you only focus on publishing content you will be invisible.
It’s difficult to predict how these changes will affect businesses because every business and every community is different.
DON’T PUT ALL YOUR EGGS IN ONE BASKET
Facebook should not be the only social media platform you use and nor should it be your only marketing activity. Don’t put all your eggs in one basket. Take this opportunity to review your social media strategy and to see if it’s aligned with your marketing objectives and your business goals. Are you using the right social media platforms for your business?
Be flexible, be proactive and be prepared. People change, businesses change, industries change, marketing tactics change and social media platforms change. Be open to different ways of doing things.
Put your people first and then develop the strategies and decide on the relevant platforms and social media tactics you’re going to use that will allow you to effectively connect, communicate and engage with your audience.
MONITOR YOUR ANALYTICS
Monitoring your analytics is imperative. All your Facebook decisions must be backed by data. If you know your numbers you’ll be able to make informed decisions because you will know exactly how the changes are affecting your Facebook business page.
Go into your Facebook Insights and put together a report showing how your business page is performing now. Don’t guess. Do this every week and in greater depth on a monthly basis. With the right data in hand, you will know exactly how these changes are affecting your business and you can then make informed decisions and maximise your results.
Measure more than the size of your community. Go into your Facebook Insights and Google Analytics and look at your reach, level of engagement and your referral traffic. Go deep into your data and measure as much as you can because the more informed you are the better off you’ll be.
INTRODUCE NEW WAYS TO REACH YOUR AUDIENCE
Consider new ways that you can use Facebook to personally connect, engagement and communicate with your community. Can you use Facebook Messenger to boost engagement and customer service? Can you create a Facebook group or utilise your groups in a more meaningful way to build a community? Can you incorporate chatbots to increase productivity and boost engagement?
FOCUS ON ENGAGEMENT
Engagement matters. If you only focus on publishing content you will be invisible. Really get to know and understand your audience and then be proactive spend time with them online. Create an engagement plan and focus on personally connecting, participating and starting conversations that matter.
RELEVANT SOCIAL MEDIA CONTENT
Ensure the content you create, publish and share is relevant to your audience, this will encourage people to engage with you. Focus on content that will foster conversation among individual members of your community. Explore video and live video as a way to emotionally connect with your audience. Trial and test all your content. Measure its performance regularly so you know what type of content is working best for your page in light of these changes. Take a different approach and develop a solid strategy.
INCLUDE FACEBOOK ADVERTISING
If you want to be seen you must incorporate Facebook advertising into your strategy as a way to reach your community. Create meaningful, relevant ads that will add value to others.
Everything changes and develops and it’s inevitable there’ll be more changes to Facebook and to the other social networks in the future. As business owners, we must be forward thinking and focus on what our communities need. At the end of the day, your Facebook page is there to serve them.
Annette McDonald is a print, design, brand and advertising expert. She is an innovator who has changed the way the
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