Recently many people have been whingeing that Facebook has changed its algorithms, forcing brands to pay more for the same reach they were getting previously. Perhaps Facebook’s changes simply highlight a weak Facebook strategy built on buying likes with big competitions instead of actual engagement and relationship building.
Paraphrasing an article from TechCrunch in which Facebook explains the changes, here are the four main reasons a page will get less reach, all based around engagement as it should be.
- If you interacted with an author’s posts before: If you Like every post by a Page that Facebook shows you, it will show you more from that Page.
- Other people’s reactions to a specific post: If everyone else on Facebook shown a post ignores it or complains, it’s less likely to show you that post.
- Your interaction with posts of the same type in the past: If you always Like photos, there’s a better chance you’ll see a photo posted by a Page.
- If that specific post has received complaints by other users who have seen it, or the Page who posted it has received lots complaints in the past, you’ll be less likely to see that post. This factor became a lot more prevalent starting in September 2012.
Brand managers’ fetish for stats over conversations could be bitting them on the butt right about now. If there is little to no mutual value in the relationship and fans have simply liked your page to enter a competition or receive a voucher, the level of engagement and frequency of interaction is very lightweight.
Facebook even wrote best practice guidelines for brand managers and social media experts to follow. They didn’t and now are paying the penalty. Your unengaged fan base will take a lot of work to activate and reconnect.
Start thinking about sharing, creating and interacting with meaningful content and conversations and you might find your engagement rates improve.
- Justin Flitter is the director of Flitter, ‘strategists for the social web’.