On January 11th, Facebook rolled out a new algorithm where it prioritized content from “friends, family and groups” over “public content like posts from businesses, brands, and media.” While many avid Facebook users were disappointed and upset over the changes, there’s one very important thing you need to realize.
Algorithms change. Your reputation management still matters.
This isn’t the first time Facebook’s algorithms have affected businesses. Algorithms change across all social media platforms all the time. Our goal is to reach our audience. Your online presence hasn’t disappeared. An online presence (website, online reviews, content) are all more important than ever.
You want to post your content, interact with your audience, but stay away from passive aggressive posts about Facebook algorithms with demands to comment on the post to make sure you can still see it. Our analytics tell us our reach and interaction, and posts like that are unprofessional. Respect the platform and respect your audience. They’re just as frustrated as you are.
Consider this an excellent time to check your reputation and brand management across your other platforms. (If you’re not sure where to start, we have a free thirty-minute discovery session to get your online reputation on track!)
For those who are still primarily focused on Facebook, here are a few pointers. The things you post on social media are still part of your reputation management. Make sure your content is meaningful and conversation-driven. Adam Mosseri from the official Facebook Newsroom offered these suggestions. “Consider adding videos to your marketing platform. For example, live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos…local [and online] businesses [can] connect with their communities by posting relevant updates and creating events.” So consider creating a group, posting videos, and ensure that your content is conversation-driven.
No matter what social platform you use, please remember to keep your “engagement bait” posts limited, and to use your brand as a cornerstone for your content creation. Your reputation still matters, and Social Media is just one of many platforms to connect with your audience.