How Algorithm Change Impacts Your Facebook Strategy in 2018


This year, Facebook is working to optimize their feed so that users see more content from personal connections, and less from businesses. When CEO Mark Zuckerberg made his statement about changing the Facebook algorithm earlier this year, marketers were worried. Since then, Facebook has made many more updates, leading to a major change in the way business ads are run.


“Recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other,” Zuckerberg explained in a Facebook post.


Commendably, Facebook is placing value in providing a quality experience for the end user, at the cost of potentially losing revenue in the short-term: “I want to be clear; by making these changes, I expect the time people spend on Facebook and some measures of engagement will go down,” he said, and proceeded to explain his decision.


“But I also expect the time you do spend on Facebook will be more valuable. And if we do the right thing, I believe that will be good for our community and our business over the long term too.”


This may leave marketers with the question of how to tailor their social media strategy to suit Facebook’s change in prioritization. After all, losing exposure could be damaging to a business relying on social media ads, if one is unaware of how to leverage the new algorithm to rise to the top.


To this there is one elegantly simple solution that has everything to do with Facebook’s core values. From the very beginning, Facebook has aimed to foster users’ connections and engagement with each other using the platform. Therefore, it promotes interactions and social engagements above all.


In real terms, this means creating content that users will like, share, comment on and discuss. Your brand value on Facebook must come down to an engaging story, which will involve your target users enough that they will want to talk about it and to tell others.


This may mean setting up a community or fan page, even one that is only indirectly linked to your business, which will build up a follower base around you and your services.


Which leads us to the next point: Facebook is rapidly getting better for promoting especially local businesses. And the way to put yourself on the map locally, is to make sure the people in your circles are talking about you. Do this by providing content that is relevant and helpful to your neighbours, with the added spice of entertainment, insight, and even feedback to help their daily lives.


Do this, and you will succeed in your social media strategy on Facebook.

Stay tuned for Part II – Instagram.

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