Facebook Changes and What They Really Mean!
“Research shows that strengthening our relationships improves our well-being and happiness.” – Mark Zuckerberg
I’m sure you’ve seen the breaking news story regarding the Facebook changes that Mark Zuckerberg put out last Thursday (1-11-18) afternoon. Facebook, as we know it, is changing forever. Everything about that statement is true. But what isn’t breaking news is the fact that Facebook is actually changing. Doesn’t that happen pretty much every week lately?!?!
Seriously though, the algorithms have been changing so often lately that it’s become hard to keep up with, unless you’re a marketer and love this stuff (*raising hand). What worked a week ago may not work this week, and will definitely change next week. You’ve finally gotten a rhythm down, your stats up, and can rest at night knowing your marketing is working, only to have to throw it all up into the social media air and see where it lands.
I get it, I really do. But we don’t have to be scared of the change to Facebook, or #facebookageddon as it’s been so affectionately tagged. The changes that you will be forced to make, are changes that we really should have been focusing on all along. So what’s really going on?
Every year Mark Zuckerberg announces a personal challenge. This year his challenge is about “fixing”.
“The world feels anxious and divided, and Facebook has a lot of work to do — whether it’s protecting our community from abuse and hate, defending against the interference by nation states, or making sure that time spent on Facebook is well spent. My personal challenge for 2018 is to focus on fixing these important issues. We won’t prevent all mistakes or abuse, but we currently make too many errors enforcing our policies and preventing misuse of our tools. If we’re successful this year then we’ll end 2018 on a much better trajectory.” – Mark Zuckerberg
In short, there are going to be significant changes in the Facebook algorithms. And yes, it’s going to affect most businesses. But this is not the time to throw in the towel and switch social media platforms. Zuckerberg wants to bring Facebook back to what it was originally built for… a social platform. And businesses can use this to their advantage if strategized correctly.
If you’ve been paying attention, you’ve seen it coming this past year. There have been constant changes in the algorithm. If we’re being honest with ourselves, most of us haven’t gotten past the aggravation of it, to look at the “why”.
The answer is simple.
Mark Zuckerberg says it best: “By making these changes, I expect the time people spend on Facebook and some measures of engagement will go down. But I also expect the time you do spend on Facebook will be more valuable.”
He has realized that we are getting frustrated with Facebook and that there needed to be some changes. Honestly, I think he got sick of slapping us on the wrist and decided to just lay it on us. Sometimes we don’t take a hint, apparently.
FB is changing the newsfeed algorithm by taking into account things like comments, like, clickbait, etc. This will continue to be analyzed and adjusted, with the focus being on creating more meaningful social interactions. FB is prioritizing what shows up in newsfeeds to show what family and friends have to say first and we can expect to see fewer posts from businesses, and publishers.
Facebook plans to promote posts that generate discussion. The more interaction there is on pages – like, comments, shares – the more likely it will be to show up in your newsfeed. So things like live videos, groups, celebrity posts and profiles with a lot of interaction will be prioritized on your newsfeed.
Gone are the days of posting random links, without much thought. Posts need to be thought out and strategized… inviting engagement. We cannot just use FB to drive traffic anymore. It HAS to be meaningful engagement.
What changes should be made?
One of the most basic ways to do this is to get to know the people that are interacting with your page… get to know your community. A great way to do this is in groups, but it can (and should) be done in your business pages as well.
There are also things to think about as a consumer. What pages do you want to see on your newsfeed most? Interact with those. You can’t be a silent observer on a group or page anymore, that will actually hurt your newsfeed. The point is to contribute and be part of something bigger than yourself. You’ve got amazing ideas too… share them.
Here are some things to do to help build your community, whether you are a business owner or not…
- Build page interaction
- Build group interaction
- Engage on pages you want to see more of in your newsfeed
- Have meaningful conversations
- Actually build a community
- Network, network, network
- Offer advice and post questions
- Select “see first” for pages you want to see more of
“This will be a serious year of self-improvement and I’m looking forward to learning from working to fix our issues together.” – Mark Zuckerberg
To sum it all up, because I could seriously talk about this all day… If you want to see more of a particular page, make sure to engage in actual conversation on that page. Only time will tell if this turns out to be a positive thing, or if it backfires on Zuckerberg and the Facebook team.
What are your thoughts? I’d love to hear them!!!