Massive Changes To Facebook Will Impact Your Business
It's happening. Facebook is making yet again more changes to their platform. This time it's not looking that positive to how we use to use Facebook for business.
In a statement released by founder Mark Zuckerburg on January 11th, he states,
"But 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."
"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 does this mean for you?
This means that you should stop posting just for the sake of posting. Make sure that your content has value and adds more benefit to the reader than you.
Here are some things to do to ensure you're better positioned.
1. See First....
Start conditioning your fans that if they want to see your content to choose "See First" from the Following dropdown of your page. This will ensure your content is included in their newsfeed.
2. Generate Your Own List
I've said this for a while along with countless other professionals. If you're not building your own list of contacts (both clients and prospects) to marketing and provide value to outside of your social channels then you're at the whim of Facebook, Twitter and others on if you can even reach those contacts.
Consider your CRM like hosting your own party, you send the invites and you control the experience. Then look at social media as receiving an invitation to someone elses party. You can't control who will be there, if the party will be good, who will want to have a discussion with you.
If you don't have a marketing CRM in place like Infusionsoft, then 2018 is the year to have a serious change.
3. Pay To Reach
These changes do not impact your ability to reach your audience by the Facebook Advertising Platform. However you do need to consider how you reach out to these targets. Specific messages that they can relate to. Instead of a massive 200,000 audience target, maybe you do four 50,000 target groups all with specific messaging.
Retargeting is a very powerful and result oriented feature of social media. You know how when you go to a website and then later you see their stuff on social media. This is retargeting. We do it all the time for our clients and it's fantastic.
5. Spread Your Stance
Stop putting all your eggs in once basket and get on another platform. Instagram is a fantastic platform (as of right now) for reaching your audience. Right now at the time of writing this post, it has over 500 million active daily users. If you're a professional, use LinkedIn for your content.