Facebook’s recent algorithm change has caused headaches for many business owners.
Whether you operate a small business or large company, the algorithm change means that without money, it’s more difficult to get your content in front of your target audience on Facebook. As some businesses and publications have learned the hard way, you should never put all of your engagement eggs in one basket, or platform.
Forbes Agency Council
for some tips on what to do in light of this algorithm change. Their best answers are below.
1. Create Discussion-Worthy Content
Many experts will say that quality content is important. Although it is true, quality is relative. Facebook will consider content worthy of visibility if it causes real engagement. Since comments have more weight, try to create content that creates a discussion among followers so you get that reach. – Jonathan Laberge, Reptile
2. Diversify Your Channels
Businesses need to use multiple channels to reach their potential customers and not rely on a single channel. Social media algorithms are going to change on a regular basis and marketers need to mitigate their risk and be ready to pivot their programs on a moment’s notice. – Lisa Allocca, Red Javelin Communications
3. Use The POST Methodology
Originally coined by Forrester research, POST is People, Objectives, Strategies, Technology, in that order. For a strong content strategy, think of where to put your content only after you’ve considered your users, business objectives and where the two align. You may find that multiple platforms can be used. We do video content that does well on both LinkedIn and Twitter, for example. – Jim Tobin, Carusele
4. Start With Channels You Can Control
If you’re still initially publishing original content on anything other than your own website or blog, then you need to fix this first. The sooner you do this, the sooner you’ll be able to stop worrying about whether your favorite social media network is going to change its algorithm or not. Focus on inside out publishing: originate content on your website and then use social platforms to repurpose and share this content. This strategy will diversify your traffic sources and continually build up the authority and online presence of your website (the only thing you really have any control over). – Vinny La Barbera, imFORZA
5. Go Live
At a recent social media conference, it was clear that brands that rely on Facebook for their digital marketing have three options: one, increase their Facebook ad spend budget to promote posts (not something many businesses can do); two, keep Facebook in the mix but also incorporate other platforms (Instagram, Twitter, YouTube); or three, utilize Facebook Live, which now has a higher organic reach than other types of non-paid posts. – Rebecca Kowalewicz, Clearbridge Branding Agency
6. Retain Quality
Remember this: quality over quantity. This is the golden rule of content marketing and it hasn’t changed one pixel. Always make sure you’re producing engaging, relevant and useful content. If that means you have limited resources and have to exchange fewer posts for higher quality content, do it. If that means you need to narrow your social stream from five active channels to two, yep, do that too. – Eric Fowles, VOLTAGE, LLC
7. Create Exclusive Content
The new algorithm changes simply mean you have to work a little harder to engage with your Facebook audience in ways that keep them seeking out your page. Create moments and opportunities exclusive to Facebook that they need to visit your page to find, such as contests or giveaways, special sales or a community forum that engages your followers to share information with one another. – Leila Lewis, Be Inspired PR