What the latest Facebook announcement means for small businesses
Facebook’s Latest Announcement Shocks Marketers
With 2018 come a new change from Facebook that is going to affect how small businesses handle their Facebook marketing. Just in case, you haven’t seen the news yet, you can read the Facebook post from Mark Zuckenberg. He talks about “making sure the time we all spend on Facebook is time well spent”, and using Facebook for so that “people stay connected and bring us closer together with the people that matter to us”. He further goes on to say that: “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.”
Various Facebook media, brands and professionals have an opinion as to what this will mean for businesses. Here’s mine:
1. Small businesses will suffer the most as they don’t have large Facebook advertising budgets. But there are still various tactics available to small businesses that will continue to keep your page active.
2. To gain some organic reach from your posts, continue to provide only high quality content that people honestly care about. Only by having high interaction with your posts, you can continue to use the free part of Facebook’s platform.
3. Consider starting a group for your business that will gather like-minded individuals but be prepared to invest in time in moderating it properly.
4. Designate Facebook advertising budget if you haven’t already. If you need help managing your Facebook ads, you can contact me.
5. Spend the time to provide long, meaningful comments to your Facebook questions as it will help increase your popularity.
Whatever you do, don’t panic and don’t do any engagement-bait. (It will only hurt you). Facebook is only one social media platform. (Although the biggest). But there are other platforms available. Run your business well and if people want to, they will find a way to connect with you. The easiest way to do this is on Facebook, by selecting to follow your News first, like in the screenshot below.
Wired speaks with Adam Mosseri, a Facebook vice-president on the changes about to happen. “There will be less content directly from (professional) Pages. Page content will still be an important part of the ecosystem, but it will shift a little bit. Content that is shared and talked about between friends will grow, and content that’s directly consumed from Pages directly will shrink slightly.”
There will be less video, more comments in the future.
Jon Loomer is my guru when it comes to Facebook advertising. He published a post out there after the Facebook announcement that’s worth a read. Bottom line, according to him: Start a group if applicable; Update only when you have something meaningful to say; Use live video accordingly; Develop High Quality Content; Engage in Conversations. To sum this up, we should have been doing a lot of this to begin with.
Hootsuite released a blog post on the Facebook changes, advocating high quality content, encourage people to follow your updates as per the example shown above, no engagement bait, increase in Live Videos, Facebook ad budget and Facebook groups.
Not sure what to do with Facebook? Contact me to get your social media strategy in place.
Your turn? What are you planning on doing differently with Facebook?