Recently Facebook, in an effort to be more open about changes to their website, issued a statement informing the public of a few changes made to the algorithms used to decide what we as Facebook users see on our newsfeed.
Facebook has announced “an update to the News Feed ranking algorithm. Now organic stories that people did not scroll down far enough to see can reappear near the top of News Feed if the stories are still getting lots of likes and comments.”
What does that mean for the daily user?
Now, if you can somehow go more than 2 hours without logging into Facebook, you don’t have to miss important posts during that time period. The new algorithm takes into account “how often you interact with the friend, page or public figure who posted, the number of likes, shares and comments a post receives, how many people are hiding or ignoring this post, and how much you have interacted with this type of post in the past.”
What does this mean for companies and business?
Is your social media strategy focused on gathering as many likes as possible by flooding follower’s mini-feed? During Facebook’s beta testing stage of this new update, they found a 5% increase in the number of likes, comments and shares from friends as well as an 8% increase in likes, comments and shares towards business page posts.
What these statistics seem to tell us is that Facebook’s story bumping and last actor algorithms seem to be helping businesses promote their pages and gain a broader audience on their page. Businesses will have to use smarter and more content-based posts to gain likes and shares now to reach their followers and ensure that their post doesn’t get dropped underneath dozens of other stories.
For years we’ve heard that when it comes to posting social media, quantity has reigned over quality when it comes to brand awareness and growing your brand. With the new changes reverting to the old adage of quality over quantity, quality is once again king. Having less total fans, but ones who engage with your page will boost your future postings, versus having a larger fan base, but they don’t engage at all.
What are some ways to prevent your posts from not getting displayed?
Target your postings towards current events, which relate to your page to encourage responses, ask questions, and leave open-ended posts. Instead of posting five pictures of cute dogs and babies just for fun, post one creative but funny picture that actually relates to your brand and can tie back to your company.
Now is a great time to reevaluate your social media campaign and see if it will stand the test of time… or at least this most recent Facebook update.