How to Make Facebook’s 2018 Algorithm Change Work for your Business

As you may already be aware, on January 11, 2018, Facebook announced a major change to its News Feed algorithm that will profoundly impact brands’ ability to reach people on Facebook through organic distribution. The change prioritizes interactions between friends and family over company-generated posts, meaning that content consumed directly from business pages on Facebook will shrink and content that is shared & talked about between friends will grow.

In particular, posts that generate “interactions” such as comments and shares will be weighted more heavily than a post that generates just likes or reactions. In addition, posts with longer comments will be weighted more heavily than those with short ones.

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“Interactions” is the new “Engagement”

Many news organizations and blogs are decrying the move, using terms such as “apocalyptic”, “betrayal” and “nail in the coffin”. We here at Reshift Media are not quite as pessimistic as others about the changes. We believe that the reduction (or even the possible elimination) of the “engagement bait” posts that have been dominating Facebook’s News Feed for far too long is a major opportunity for high-quality organizations with strong customer engagement strategies to finally stand out from the crowd.

Declining organic reach is nothing new. Facebook has been decreasing the amount of organic reach brands are able to achieve for some time – from 50% to 20% to 10% to 5% and most recently down to around 2.5%, on average. Smart brands and agencies that have already been pursuing engagement strategies and building solid content to adjust for this declining reach should see less impact than brands whose Facebook content gets little shares or comments.

The changes to the News Feed are happening quickly, so we recommend brands and agencies adjust their Facebook strategies as soon as possible to minimize the impact to their reach. We have several recommendations that brands can pursue to not only survive, but potentially thrive, on Facebook going forward.

How Facebook’s News Feed is Changing

Facebook announced last week that they are updating the News Feed algorithm to prioritize posts that create conversations and interactions between people. In their definition, these are posts that people share and react to, and that “inspire back-and-forth discussion” in the comments.

“We’re making a major change to how we build Facebook. I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.”

– Mark Zuckerberg, CEO, Facebook

Mr. Zuckerberg also stated that people browsing Facebook will see more content from friends and family and less from brands and publishers. In addition, posts that generate comments, shares, and messages will be prioritized more than posts that only generate likes. Not only that, but Facebook has also stated that posts with longer comments will be weighted more heavily than those with short ones, as longer comments indicate a greater level of engagement with the content.

“As we roll this out, you’ll see less public content like posts from businesses, brands, and media.”

– Mark Zuckerberg, CEO, Facebook

Of particular note is that Facebook has explicitly said that pre-recorded videos, no matter how entertaining or informative they are, will be de-prioritized in the feed as watching video tends to be a more “passive” exercise that typically does not inspire much conversation. This is a major reversal for Facebook, as video has gained incredible prominence in the News Feed in recent years and has been an effective way for brands to organically generate reach and engagement.

“There will be less video. Video is an important part of the ecosystem. It’s been consistently growing. But it’s more passive in nature. There’s less conversation on videos, particularly public videos.”

– Adam Mosseri, Head of News Feed, Facebook

However, Facebook has specifically called out live video as a continuing opportunity, citing that live videos tend to generate six times as many interactions as regular videos, which is the type of person-to-person interaction they are looking for in the updated News Feed.

A bit of a surprise to some people was that both Mark Zuckerberg and Facebook vice president Adam Mosseri have mentioned Facebook Groups as a growing opportunity for person-to-person interactions. In fact, Mr. Zuckerberg specifically mentioned Groups alongside friends and family as an area of content people can expect to see more of in their News Feed. This is something that has been in the works for some time, as Facebook has been recently increasing their focus on Groups and implementing several improvements. The company held its first ever “Communities Summit” in June 2017 where they announced a number of new features for Group admins to support their communities on Facebook, which looks to have been a precursor to this latest New Feed update. They also announced Groups for Business pages, allowing brands to create their own distinct communities and feeds.

“You can expect to see more from your friends, family and groups.”

– Mark Zuckerberg, CEO, Facebook

The timing of the update has not been specifically outlined, but Facebook has indicated that the philosophy of encouraging “social interactions” more than “popularity” will be rolled out across all of their products over several months. The News Feed is the first area that will see these changes, which are expected to be rolled out very quickly.

Why Facebook is Changing the News Feed

Although many people have speculated that these changes are being made in response to the issues Facebook has faced regarding “fake news,” the company is has indicated that the update is not aimed at their ongoing efforts to address this concern.

“It’s not about addressing false news or other forms of problematic content, though that is a continued area of focus and investment for us.”

– Adam Mosseri, Head of News Feed, Facebook

Instead, Facebook says that the motivation for the changes is to improve people’s happiness and well-being. Instead of simply spending time on Facebook, the company says that it wants the time to be “well spent”. To support this position, Facebook has cited studies conducted by academics and by the company itself which differentiate “bad” effects of social media when it is being passively consumed versus more “positive” effects when the person is actively engaged.

Here’s a brief summary of the rationale (as provided by Facebook in a December 15, 2017 post):

The bad: In general, when people spend a lot of time passively consuming information — reading but not interacting with people — they report feeling worse afterward. In one experiment, University of Michigan students randomly assigned to read Facebook for 10 minutes were in a worse mood at the end of the day than students assigned to post or talk to friends on Facebook. A study from UC San Diego and Yale found that people who clicked on about four times as many links as the average person, or who liked twice as many posts, reported worse mental health than average in a survey. Though the causes aren’t clear, researchers hypothesize that reading about others online might lead to negative social comparison — and perhaps even more so than offline, since people’s posts are often more curated and flattering. Another theory is that the internet takes people away from social engagement in person.

The good: On the other hand, actively interacting with people — especially sharing messages, posts and comments with close friends and reminiscing about past interactions — is linked to improvements in well-being. This ability to connect with relatives, classmates, and colleagues is what drew many of us to Facebook in the first place, and it’s no surprise that staying in touch with these friends and loved ones brings us joy and strengthens our sense of community.

A study we conducted with Robert Kraut at Carnegie Mellon University found that people who sent or received more messages, comments and Timeline posts reported improvements in social support, depression, and loneliness. The positive effects were even stronger when people talked with their close friends online. Simply broadcasting status updates wasn’t enough; people had to interact one-on-one with others in their network. Other peer-reviewed longitudinal research and experiments have found similar positive benefits between well-being and active engagement on Facebook.

Others have speculated that the update is designed to force brands to buy more advertising to reach their desired audience – essentially ending the “free ride” brands have enjoyed since Facebook’s inception. While we can’t say if this is indeed one of the motivations driving the update, there is little doubt that the change will result in brands spending more ad dollars on Facebook to reach their current and prospective customers.

Facebook has publicly stated that they believe the update may actually decrease the amount of time people spend on their platform, but that ultimately people will be happier with their overall experience. If the amount of time people spend does in fact decrease, this will likely contribute to the inflation of advertising costs, as there will be more brands attempting to buy ads in an environment of shrinking inventory.

“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. 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.”

– Mark Zuckerberg, CEO, Facebook

This blog post is the first of a 4-part series. Read what’s next:


Jen McDonnell

VP of Content and Social Media. Jen has worked in online journalism for a decade, most recently as the Managing Editor and Director of Dose.ca

Post first seen on Reshift Media. Click here for the original post.

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The Q Dash Scavenger Hunt: 5 Reasons to Join in the Fun

Sarasota’s most unique downtown scavenger hunt is back! The 2nd Annual Q Dash Scavenger Hunt, hosted by the Sarasota Young Professionals Group, will take place on Saturday, March 3, 2018, from 2-5 p.m. Teams of four will compete to decode clues and find landmarks throughout downtown Sarasota and earn points by posting on social media.

Wondering if you should join in on the fun? Here are 5 reasons why you’ll regret not signing up:

Compete for a Grand Prize package…and bragging rights.

            Teams earn points by decoding clues and discovering landmarks throughout the city. When teams find a correct landmark, they will post a photo on social media, which alerts our Q Dash judges to add points to their total score. The team with the most points will win a Grand Prize package of goodies from local businesses and organizations, including Mote Marine Laboratory and Aquarium, Escape Countdown, Bookstore1, Penzey’s Spices, and more! Even if you don’t win the Grand Prize, there are still opportunities to win prizes with the Judge’s Choice for Most Creative Photo, Best Team Costume, and Best Wrong Answer.

 

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“The Tape Players” team from Intertape Polymer Group hamming it up in the
2017 Q Dash Scavenger Hunt.

 

It’s a cheap, fun way to get your team out of the office and do some real team-building.

Looking to re-energize your staff and help them connect outside the office walls? The Q Dash is a wonderful team-building experience! Learn about your staff’s areas of strength and how they work together to solve problems in a new context, all while having FUN!

Being new to Sarasota can be an advantage.

            You might wonder it life-long Sarasotans will be more likely to find the landmarks, but that simply isn’t true. Q Dash Co-Chair, Andrea Knies, says “Having a diverse team really makes a big difference. Newcomers to the area will have fresh eyes, and spot things that those who grew up here easily overlook.”

 

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Team “Where the Wild Things Are” spot a mosaic in Burns Court

 

Discover a side of downtown you didn’t know.

The Q Dash is all about noticing. One of the common themes we heard from our participants last year was that they noticed interesting buildings, public art, and other quirky landmarks that they hadn’t before; even after walking past them hundreds of times. In the year since our first Q Dash Scavenger Hunt, we’ve added lots of new landmarks and expanded the bonus menu—keeping even the most seasoned Sarasotans on their toes!

 

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The “K2 Mountain Climbers” enjoying specialty cocktails at MeLange.

 

 

Sample food and drink at the Q Dash Pit Stops.

Need a break and time to re-strategize? Check in at one of our Pit Stops, like Louies Modern! Enjoy complimentary food and drinks while reviewing the Clue Book.


Register Here!

TEAMS OF 4 – $80

Contact Mimi Cirbusova, Q Dash Coordinator, for more information: mcirbusova@sarasotachamber.com or (941) 556-4038.

From the President’s Desk: Decide The Date

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For nearly 100 years, your Chamber has cultivated Sarasota’s prosperity and quality of life through our members’ business leadership and action. As we enter 2018, that tradition continues. Business leadership, through The Chamber, focuses on two areas: opportunities and problems. It identifies opportunities and removes the problems that would impede them. It also identifies problems and finds opportunities to solve them. Sarasota has a problem, and we are presenting an opportunity to solve it.

The foundation of a representative democracy is rooted in the principle of voter participation. Our democracy suffers when nearly 80% of voters either do not or cannot participate. That is exactly what is happening in the city of Sarasota and the community deserves better.

For decades, the city of Sarasota has held its municipal elections in the spring of odd-numbered years. Those elections tend to draw a voter turnout at or around 20%. During ordinary elections, the turnout is two or three times that.

In the last city election, held in May of 2017, just less than 23% of city voters participated. In the last general election, held in November of 2016, almost 72% of city voters participated. More than 18,000 additional ballots were cast by city voters during the ordinary election.

Interestingly, the city pays additional dollars to hold these off-cycle elections. Each spring election costs the city upwards of $100,000. The city can participate in ordinary, fall elections for free. Business principles wouldn’t have you paying for less than what you could otherwise get for free, and our community shouldn’t either.

Furthermore, what the data shows us is that special, spring elections have a dilutive effect on certain subsets of voters. Along with an overall increase in voter participation, a move to ordinary election cycles would see a significant increase in the composition amongst African-American, Hispanic, and under-30 voters.

In order to move elections to coincide with ordinary elections, the issue must be placed on a ballot for voters to decide whether or not they would like to move the dates. In order for voters to be given that opportunity, 10% of voters must petition the city to do so. It is that opportunity that we are seeking to provide through the Decide the Date initiative. Alongside a number of community partners, we are diligently working to deliver voters the opportunity to choose when they wish to participate in local elections.

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It is through your Chamber that this community can work towards being proud of its civic engagement. That, after all, is a quality of life issue and your Chamber stands at the forefront cultivating our quality of life. I encourage you to visit DecideTheDate.com for information and updates on this critical, community initiative. I ask that you reach out to me with any questions you might have. I hope that you will find ways to further support your Chamber as we seek to solve this problem.

Kevin Cooper, Chamber President


The article is taken from the January 2018 Bridge Magazine.

To read more from this issue, click here.

January 2018

5 Tips to Get The Most Out Of Your Chamber Membership in the New Year!

A chamber of commerce membership is oh-so-much more than just an “I’m a proud member!” sticker to put on the front door of your business. Member benefits like website listings, participation in exclusive promotions, invites to chamber events, and more put you at the forefront of the community when you’re a member of The Greater Sarasota Chamber of Commerce.

But Chamber membership is a two-way street. While there are certain benefits you’ll receive year after year with your membership — interactive listings on our website, printed listing in The Chamber directory, invites to events, etc. — there is certainly a way to get more bang for your buck no matter what investment level you come in at. Let us highlight a few ways to get the most out of your membership.

1.) Attend Chamber Events

This one is a pretty obvious membership benefit that often goes overlooked by many. While we understand that you won’t be able to attend EVERYTHING with the dozens of networking events, workshops, and lunches we hold throughout the year, it doesn’t hurt to show up to an event once or twice if your schedule allows. This is a great way to get your name out there and to meet other business professionals in our community. Chamber events aren’t open to business owners or management only – staffers, please come!

2.) Interact with us on Social Media

Want to know a great way to get a conversation rolling online? Tag us in your posts! We’re active on TwitterFacebookLinkedIn, and Instagram to name a few. Chances are if you tag us in a photo or post, we’ll give you some social media lovin’ back. That means more interaction for your profile, and for The Chamber. Win-win!

3.) Post on our Website

With your Chamber membership comes exclusive access to sarasotachamber.com for you to post events, coupons, job postings and more. Use this access – you pay for it! The Chamber fields dozens of phone calls and email traffic every week with people looking for events, jobs, and deals. We can’t offer your awesome information if we don’t have it!

4.) Submit Your News

This one goes hand-in-hand with what was previously mentioned. When you have some newsworthy information to share, send it our way in the Press Release Tool located on the website! We’re always looking to brag about the amazing things our members are doing. Whether your business recently completed a remodeling project, your staff headed out to the community for a volunteer day, your business won an award, or you have other great news to share — we want to know about it so we can share your news on our social media pages, add to the news section of our website, and send member news out in our email newsletters.

5.) Reach Out

Is there an area of your business that could really use some help? Maybe you’re looking for some creative marketing ideas or want to form partnerships with other business professionals in town. Whatever it may be, always be sure to reach out to us here at The Chamber to see if we can help make some connections. If we don’t have immediate answers, just give us some time to think about things and point you in the right direction.

If there are any membership benefits that you have questions about or think that you might be under-utilizing, give us a call or set up a meeting! We want to make sure that you’re getting the most out of your investment. Utilizing your membership benefits makes your business, our organization, and our community stronger.


If you have any questions about getting the most out of your membership, we want to hear from you! Please feel free to call Craig McGonigal, our Membership Engagement Manager at The Chamber at 941-556-4034 or shoot him an email at cmgonigal@sarasotachamber.com.

Small Business Award Nominations are LIVE!

Do you know of a deserving local business member you would like to nominate for a small business award? Follow the link below to nominate a member for this prestigious honor. The six categories include:

Health Care & Wellness Organization of the Year

Sponsored by:

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Hospitality & Tourism Organization of the Year

Sponsored by:

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Non-Profit Organization of the Year

Sponsorship Available. Contact Brittany Lamont for more information.

Products & Services Business of the Year

Sponsored by:

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Professional Services Business of the Year

Sponsored by:

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Retail Business Business of the Year

Sponsored by:

Shumaker Registered

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Presenting Sponsor & Top Honor Small Business of the Year

The winner of this category will be chosen from the category winners above.
Sponsored by:
Nominations for the 28th Frank G. Berlin, Sr. Small Business Awards will close on February 16. Applications for the Small Business Awards are available now and self-nominations are encouraged.

Eligibility Criteria:

  • Nominees must be a local business with 75 employees or less and a Sarasota Chamber member in good standing.
  • Must be a member of The Greater Sarasota Chamber of Commerce.
  • Must be a locally-owned and operated “bricks and mortar” business under the same ownership for a minimum of three (3) years.
Please note: Nominees MUST fill out an application to be eligible for an award. We will inform your nominee of their nomination, send them the application, but it is their choice whether or not they apply. Self-nominations are accepted.
Only ONE SUBMISSION per nominee necessary.
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To view our members please visit www.sarasotachamber.com/directory.
For information on this year’s Small Business Awards, please visit our website or contact Brittany Lamont at (941) 556-4040.

Where Our Delegation Stands

On January 9th, the Florida Legislature began it’s 2018 Regular Session. Much of what transpires over the next 60-days can have a significant impact on our region and on your business. From the bills to the budget, your elected officials are hard at work shaping next year’s path for the state of Florida. We want you to be tuned into what funding and legislation your local delegates are working on in Tallahassee this year.

Please click on the images to view a list of those current efforts:

 

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Advertising Opportunities in 2018

The Greater Sarasota Chamber of Commerce provides multiple affordable visibility opportunities for our members. Advertising through The Greater Sarasota Chamber of Commerce is a great way to reach out to the business community and showcase your products and services. Two popular publications that many members find value in promoting their business through is the Chamber Buzz E-Newsletter and the Chamber Bridge Digital Magazine. The SarasotaChamber.com website offers banner ad space throughout the website to build your visibility.

The Chamber Buzz E-Newsletter

Published each Monday, reaches over 4,500 business people in the Greater Sarasota area on a weekly basis. The Chamber Buzz highlights Chamber news and events.

Buzz Ad Example

Chamber Buzz Ad Rates

The Chamber Bridge Magazine

Our quarterly digital publication distributed to 5,000 business professionals in the area. The Bridge highlights Chamber member benefits, photos of events and recognizes members accomplishments. View the Bridge Magazine here.

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Bridge Magazine Ad Rates

Website Advertising

The Chamber’s website receives 10,000 visits per month making it a highly visible and trafficked area for advertisers. Whether you are looking to connect with other Chamber members or visitors coming to the area this is a great way to expand your reach.

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Website Ad Rates


If you are interested or have questions regarding Chamber Advertising, please contact Brittany Lamont at blamont@sarasotachamber.com or 941-556-4040.