What Facebook’s announcement means for your business
Facebook’s CEO Mark Zuckerberg made a statement earlier this month that Facebook will be showing more friends and family posts, to strengthen engagement, instead of business posts. Does this mean the end to Facebook business pages?
For businesses who have invested in a business Page, and those who have yet to take full advantage of it, it is a concern. But what does it really mean for business?
Understanding the Facebook changes
Facebook will be changing their algorithm, the automatic part that makes decisions on what content is shown, over the next few months.
Let’s be clear, Facebook changes their algorithm all the time. They are constantly updating and refining it. This is nothing new.
What is new? As Zuckerberg said, “As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.”
What you can do as a business
The key here is about ‘meaningful interactions’. If your business provides valuable or entertaining content, that people engage with, it will be seen. The focus has always been to provide this type of content. It may mean you need to step up your game and really hone your content, but this should be done anyways. The announcement just gives more reason to do this, and sooner.
It also means you will need to Pay to Play, and be seen, on Facebook. Boosting posts should be done anyway, along with running more complex, targeted ads.
Other benefits of having a Facebook page
- SEO – Facebook acts as an SEO marker. It is one of the biggest indicators to Google and other search engines that your business exists, online. Simply having a page, with a correct name, address and phone number improves SEO.
- Reviews – yes, people do actually look here to find out what others think of your business.
- Advertising – you need a business page to run ads. If you have a promotion, new product, or want to let your audience know about something, this is the still by far the most inexpensive way to advertise.
What does it all mean? It will certainly be a Pay to Play platform, but it has been for the past 18 months or so. This is the next step in Facebook . You only need to see how much the stock price fell after the announcement to know that Facebook is very much about making money. Who pays them? Not the user, but the advertisers. Businesses like you. It’s simply time to up your Facebook ads game.
Need help optimizing your Facebook ads? Contact Danielle on 760-440-5494 or firstname.lastname@example.org
Tip of the Week: Approach your Facebook strategy with a Pay to Play mindset.