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10/9/2012 8 Comments

Change, Change, Change- Facebook Changes Again! 

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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? 
  • Keep engaging! Know your fans! Continue to post things that they "like", comment on and share! 
  • Pay attention to your analytics and insights on your Fan Page! Under each of your posts on your Fan page, you will see "222 people saw this post". If you hover over that line, you will see how many were organic and how many were viral. You will also see how your number on this post compares to your most popular post on your Fan Page!
  • You can also click on your Insights tab at the top of your fan page and take a look at all of your numbers. As long as your "Engaged Users" and "Talking About this" numbers are up, you know you doing ok. 
  • Don't post too much- that will decrease your reach. Carefully pay attention and select times that your audience is "listening" and choosing to engage and post during those times. 
  • Consider promoting a special offer or using Facebook Ads. Just be sure to select “People who like your page and their friends” and make a pointed “share” or “like” ask in your post to get the most from your investment.


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! 





8 Comments
Jeff Anderson
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!

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Jeff da Plumber Wagner link
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

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Kelli Wilson link
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.

Feeling a little better now..please keep posting about these changes - if you net it out I can actually diges it!

Thank you so much Rebecca!

Kelli

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Michele Jennae link
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.

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Terry Green link
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 ;)

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Sherri Garrity link
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?

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Jennifer link
10/22/2012 04:27:26 am

I am beginning to despise Facebook :( Twitter is so much better :)

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Amy Kinnaird link
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.  

    My Social Media Pro was the first social media marketing business to offer classes, trainings and management in the Sacramento area and her networking organization, Get Networking Now! has helped hundreds of business people connect throughout the Northern California Region.  She is also the first and only social media strategist to provide businesses a new technology called the Social Media Kiosk that is featured at Facebook’s HeadQuarters.

    In 2011, Rebecca was nominated for the Sacramento Business Journal’s 40 Under 40 Award in and is currently one of their business experts featured in the journal. She was recently listed as one of the Top 40 “Women to Know on LinkedIn” by WomenPartner.com.
     

    View my profile on LinkedIn

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