Mark Zuckerberg’s big announcement of Facebook algorithm changes on 12 January this year created a wave of panic among both big publishers and small business owners. The algorithm changes will be rolled out throughout 2018, with the newsfeed being affected first.
This Facebook Live video  I did in The Swiss Entrepreneurs Club group in February, consists of 3 parts:
- Review of Facebook algorithm changes
- What these changes mean for small business owners
- What you can do to get results from your marketing efforts on Facebook
Here are the key points I discuss in this video in case you are more of a reader than a video watcher type of person:
Review of Facebook algorithm changes – key takeaways:
- Facebook is changing the way it conducts business, which will have a direct impact on small businesses like ours who rely on it for marketing & promotion
- Facebook will prioritise content from friends, family and groups.
(I am so looking forward to seeing more of people’s dinners, tropical beach pictures and selfies… not!).
- Our content has to encourage meaningful interaction & discussions for it to be shown to our followers.
What do the changes mean for small business owners:
- Your business page posts are likely to see less reach overall, but especially if you only or mostly publish self-promoting content. There have also been new development on reach reporting starting on 12 February. Read an article about that by Facebook Ads guru Jon Loomer.
- Comments on your posts, especially longer comments will count more than likes and shares and will increase the number of people you reach. More details about this change in an article on Social Media Examiner.
- Live videos are more likely to be shown to your followers in comparison to regular video.
- If you already have a group related to your business, you are in a very good position as it will be prioritised in users’ newsfeed.
- You may need to use Facebook Ads more to ensure certain important posts are seen.
What you can do to get results from your marketing efforts on Facebook:
- Focus on your customer, their problems and how you can help solve them.
- Create more educational posts and posts that encourage discussions/interactions (e.g. create a poll).
- Do more live videos with Q&As, tips & tricks, how to’s etc (it helps to know your customer and their needs).
- Create a group around your topic of expertise and provide lots of useful value there, letting members ask questions and interact with each other. My Facebook group is centred around online visibility, for example.
- Use Facebook Ads strategically when you need to make sure more people are reached. Develop sales funnels to capture contacts off Facebook.
- Instruct followers of your page to put it as ‘See first’ in their settings. Here’s a handy little video by Social Media Examiner on how to do that.
- Diversify into other platforms, invest into building your email list and nurture relationships with email subscribers.
There are still a lot of things you can do on Facebook, and there is no cause for despair. Remember, that when we use free social media platforms, we are playing the game on their terms. The changes will come again in the future and we will have to adjust to them. Like it or hate it, it’s how modern business works and if you want to stay competitive – it’s better to be agile (survival of the fittest and all that ;)).
We are discussing this and other online visibility topics in my closed Facebook group “Kat’s online visibility hacks” – come say hi!