Facebook’s Algorithm is forever evolving…
Facebook added another round of updates to its News Feed algorithm at the beginning of May. With the most recent update, Facebook is setting its goals to enhance content from friends more prominently over posts from business pages. Facebook called it “balancing content from friends and Pages.” Facebook says it’s giving people what they want – and that could result in Pages getting less of what they crave: reach and referral traffic. With these changes, we will all notice that “post reach and referral traffic could potentially decline” as a result. http://marketingland.com/facebooks-latest-tweaks-favor-friends-could-hurt-page-reach-125931.
“People also said they didn’t like seeing content surfaced when their friends liked and commented on a post, so another update will push such stories further down the News Feed or not show them at all. Facebook is also relaxing a rule that prevented users from seeing multiple posts from the same source, ‘improving the experience for people who don’t have a lot of content available to see.'” http://marketingland.com/facebooks-latest-tweaks-favor-friends-could-hurt-page-reach-125931.
If it wasn’t already crystal clear that Facebook expects you to pay for your audience, it is now. Organic reach is dramatically low. The average unpaid brand post is seen by less then 10% of that brand’s fans. Given the recent algorithm change that number is expected to get even smaller.
Your new Facebook strategy should drive traffic somewhere – ideally to your own property, where you have total control. Then you need to take it a step further or you’ll still be dependent on borrowing Facebook’s audience in order to reach your fans – focus on developing an audience of your own: people who come directly to you. You also need to leverage all other social media outlets to increase your traffic to your website and improve your search rankings.
Drive them to your website, and research shows that if you can hold visitors’ attention for three minutes, they are twice as likely to return to your site than if you only hold them for one minute. Again, if it wasn’t already crystal clear, Facebook expects you to pay for your audience. You need to drive traffic to your website. If you have any questions or concerns on how to help increase traffic to your site in spite of the new Facebook Algorithm, let us know. You can reach me at 855-943-8736 ext 101
Edward Kundahl, Ph.D., M.B.A.
Ed can be reached at (or visit his websites)
855-943-8736 ext. 101