Even though you have an array of choices when it comes to the social media networks you use to promote your business, it’s safe to say that Facebook is included in your list (and if it’s not, it really needs to be). The same way you have a list of good business resources to help you run your startup effectively, you should also have a clear idea of the top social networks your social media strategy needs to include.
Facebook continues to be the largest social network in the world with over a billion active users, meaning your potential customers are most likely there. So, any changes that take place to Facebook’s platform are important for you to know, this way you can tweak your strategy accordingly.
At the beginning of the month Facebook announced that they will be updating the News Feed to work on ranking changes that ensure the best experience for users:
“We saw through our research that people reported having a better News Feed experience when the stories they see at the top are stories they are both likely to rate highly if asked and likely to engage with.
We are making an update to News Feed that combines these two signals. News Feed will begin to look at both the probability that you would want to see the story at the top of your feed and the probability that you will like, comment on, click or share a story. We will rank stories higher in feed which we think people might take action on, and which people might want to see near the top of their News Feed.”
Ultimately, the changes aim to support qualitative content that users find valuable and that users are more likely to engage with; but engagement won’t be the primary indicator of what ranks higher and shows up in the News Feed. This is made clear when you take a look at how Facebook’s changes will affect your Page:
“In general, Pages should avoid encouraging people to take an action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time.”
Due to the numerous consumer behavior analyses and articles devoted to the importance of CTAs to get users to take action; avoiding calls to action (CTAs) is going to be one of the biggest readjustments for business owners and marketers in their Facebook content development.
Although the CTAs that Facebook may be talking about only include ones like: Like this post, leave a comment or share this post; softening or excluding CTAs altogether in your posts’ content may be what you’ll have to do to avoid hurting your posts’ ranking in Facebook’s News Feed. You’ll be able to determine this as you monitor your Facebook Page’s data. If you notice less referral traffic from your Facebook Page or a high decrease in reach, then you should reevaluate your Facebook’s content strategy immediately.
The fact that this change is being made to support quality content in Facebook’s News Feed should be reassuring if your overall social media strategy is based on offering value to your audience. As long as what you post and share with your Facebook community has their best interest in mind (and most importantly, you know your target audience’s needs and interests), it’s safe to say that they are already, and will be, interested in what you’re posting and sharing online.
Facebook’s News Feed change is important for you to note for your social media plan, but it’s not something you should lose sleep over. The same way your business plan gets reevaluated from time to time to ensure you’re on the right track for your startup growth is what you also apply to your social media strategy, that’s all.
Be excited for the changes since they promote quality content; this will help your business stand out for all the right reasons!
What do you think about Facebook’s upcoming changes to the News Feed?