We all know that Facebook likes to keep us on our toes by changing things up every once in awhile.
Well, this time, they made a change that you may or may not have noticed.
In the last two weeks, Facebook engagement has dropped for individuals anywhere by 6% to 45% depending on what individuals and brands post. Apparently, Facebook quietly announced on Sep 20th that it had changed its EdgeRank algorithm on Sep 18th, 2012. Even those of us who pay attention to things like this, missed it.
Why did they make this change?
Facebook advises that the changes were made to reward content-rich brands- meaning the more engaging content the content the more News Feed exposure.
According to Facebook: Some of the strongest factors that influence this are how engaging an individual post has been for other users who have seen it, and how engaged a user has historically been with other posts they’ve seen from that page. Feed also takes negative feedback into account, which is the number of people who have hidden a post or reported it as spam.
I personally noticed this change yesterday when I posted about my anniversary. In a matter of 12 hours, I had 168 "Likes" on my status and 55 comments. I was amazed at the "interaction" I was receiving from that post!
But what does this mean for us as business fan page admins?
This change means that Facebook wants us to "Pay to Play". In their words:
Finally, if a page has a piece of content that it feels will be very engaging e.g. A good offer, a great photo, an announcement, etc. then using paid media to “boost” that post to fans in newsfeed can be an effective tool to increase engagement with fans.
So much for "Organic" reach on Facebook!
What do we do now?
Changes like these means, now- more than ever, you need to create a social media marketing strategy. No more- posting now and then and hoping for people to see it. We have to stay ahead of the curve to stay in front of our customers!
10/9/2012 10:06:27 am
I for one like that change. If its worthwhile, it gets attention. Not just another spammed Open House!
10/9/2012 03:17:05 pm
At first it was fun but each day it becomes a chore, What will I do to end the insanity
10/10/2012 06:20:04 am
Frustrating - I use to get a ton of interaction but it's come to a screeching hault - couldn't figure out why. Love Facebook but can't keep up on the rules in order for it to be an effective tool for my business.
10/12/2012 06:38:53 am
Thank you for the heads up on the latest Facebook changes. Engagement with the right people still requires that you know what they like to engage with.
10/13/2012 02:22:21 am
Sigh ... I've almost given up trying to keep up with the changes Facebook makes. They make a change and I adjust, only to find out they've made another change. I don't know that I really care about Facebook's algorithm anymore. For my personal page ... my friends know me and if they want to keep up with what I'm doing, they do. For my business page ... I'll just keep on doing what I'm doing and deal with the changes - good or bad. It's going to change again soon anyway, if you know what I mean ;)
10/14/2012 11:29:32 pm
Technology is wonderful, except when it isn't! I have noticed the topics, the best times of day that seem to engage my readers the most. It doesn't matter what tool it is, we have to use it with a goal in mind. Unfortunately Facebook's constant change makes it more challenging. I strongly encourage my clients who have depended on Facebook to ensure they are finding other ways to engage that list. If it all went away tomorrow, where would you be?
10/22/2012 06:55:50 am
Rebecca, I have been growing very tired of the constant move towards Pay to Play model in Facebook. It's impossible for the average user to keep up and be successful. I am going to change my marketing plan to include less Facebook and not feel guilty about it! It's wonderful for some businesses, though.
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Rebecca Johnson is a Freelance Digital Media Specialist, Social Media and marketing strategist. She uses her creativity, and marketing skills, along with her business ownership experience to assist small and medium sized businesses with their online marketing. Rebecca owns with her husband, Get Networking Now!, Rebecca Johnson Consulting and My Social Media Pro.
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