So, there’s been a bit of a head-scratching and/or angst-filled reaction by business owners and marketers to an announcement Facebook made yesterday regarding how they are adjusting their algorithms in order to help “bring people closer together and build relationships.”
First, understand this is all coming pretty fast and will likely change and adjust some as they go on but I think a few things can be said definitively:
As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.
In many ways this echoes discussions I have had with many clients lately. Organic reach has been declining for some time as Facebook works to keep eyeballs and attention on their platform for as long as possible. I suppose you could say that previously they’ve been clouding up your Newsfeed with Business Page content and now they’re correcting that.
Facebook is where the eyeballs are. That alone makes it worth considering in your marketing mix.
I do not see anything in this announcement that discourages me from using Facebook to help my clients grow their business.
I do see it as a challenge to “up our game” on content we publish for clients.
We help manage social media marketing for a number of clients, and we’ll be focused on creating better, more educational content (which we always do, but this makes it even more important) and working to optimize Facebook ad budgets to spend where it can have the most impact without having to ratchet up the spend more than is necessary.
There’s also some really good thoughts on the impact of this announcement here.
Facebook remains the king of social media channels for most businesses. Determining how best to attract and engage with your ideal customers through this platform is an ongoing opportunity.
So, what do you think? How will this announcement change your marketing plans and strategies? I’d love to hear your thoughts!
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