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.

What-Facebook_s-2018-Algorithm-Change-Means-for-Your-Business-680x357

“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.

Advertisements

Member Tip Monday: How to Create a Successful Social Media Marketing Strategy for Your Business

Social media can be a nice distraction and a considerable time suck. But if you’re doing it for your business, you need it to be much more. So how do you make sure that you’re using your time there efficiently?

This article offers you the steps you need to create a solid social media marketing strategy for actionable items.

1. Know Why You’re There

Before any campaign, whether it’s marketing, social media, or even a military campaign, it’s important to know why you’re there. What are you trying to accomplish? The answer to this will help you create the tactics that will get you there. You can’t forge a path without some idea of where you’re going.

Action item: Create 1-2 SMART goals around what you’d like to accomplish with social media for your business.

2. Understand Who You’re Trying to Reach

Marketing messaging is very personalized these days. But it’s impossible to personalize your messaging without knowing your target audience. You don’t need the world to love you. You just need to focus on those who would have a need for your product or service. And to do that, you must know who they are.

Action item: Create buyer personas so you know who you’re talking to.

3. Do Research on Your Demographic

Now that you know who they are, find out where your customers are on social media. If you’re fortunate enough to have an email list, you might be able to use emails to locate where they are online but if you don’t, take what you know about your buyer personas and match them to the demographics for each social media site.

You have a limited amount of time in your day so don’t try to be everywhere on social. You’ll likely spread yourself too thin. Instead, concentrate your efforts on where your customers and potential customers are.

Action item: Find out where your ideal customers are on social media by doing research on demographics on the most popular social media sites.

4. Create Tactics That Move You Towards Your Goals

Having goals isn’t enough in social media. Let me show you why. Let’s say your goal is to increase blog shares by 50% by the end of October 2017. That’s a nice measurable goal. It has a deadline and a number assigned to it. You can easily figure out how you would assess whether you were successful or not.

But how in the world are you going to do it?

Tactics move you towards that goal. Perhaps you will:

  • Post more frequently changing from once a week to every day.
  • Share your content to a newly-formed LinkedIn group.
  • Ask for the shares.
  • Approach 5 industry influencers every Tuesday.
  • Start accepting guest blog posts and asking them to share their posts with their network.

There are many ways to get there. You just need to choose a few and get to work.

Action item: Review your goals and map out tactics of how you will get there. Assign them dates, times, and ownership. If no one owns them, they won’t get done.

5. Implement and Analyze

After you have a social media plan constructed from your goal(s) and tactics targeted at your ideal customer, it’s time to take your business’ current pulse and begin tracking your work and its effectiveness towards meeting your goals. Social media is not an exact science. It requires experimentation and adjusting your path according to what you deduce about your audience’s preferences. This type of analysis is ongoing so make sure you budget in both time and money for it.

Action item: Set up Google Analytics and create social media campaigns to be able to watch how your strategy implementation is moving you towards your business goals.

Finally, get a little help from your friends. Social media is always changing. Today’s best practices could make you look like a rookie tomorrow. It’s important to stay on top of social media and assess your strategies periodically not just to ensure they are effective at helping you reach your goals but to make sure they are still best practices in the industry.

Keeping up on all of this while managing your business isn’t easy. Turn to your friends at the chamber for social media curriculum, knowledge, or assistance that can help you stay on top of changes without the time involved in researching them on your own.


Christina R. Green teaches small businesses, chambers, and associations how to connect through content. Her articles have appeared in the Midwest Society of Association Executives’ Magazine, NTEN.org, AssociationTech, and Socialfish. She is a regular blogger at Frankjkenny.com and the Event Manager Blog.

She’s a bookish writer on a quest to bring great storytelling to organizations everywhere.

10 Tips To Get Your Press Release Picked Up

The Central West Coast Chapter of the Florida Public Relations Association (CWC-FPRA) hosted its annual Media Breakfast on November 15, 8 – 11 a.m., at the Community Foundation of Sarasota County and Dillon Buckland, the Communications Coordinator for The Greater Sarasota Chamber of Commerce, was in attendance to get tips and tricks for our members from the source itself.

media breakfast

The program began with a panel discussion featuring area broadcast media representatives, who discussed the ways local news outlets are reinventing themselves across multiple platforms, from traditional TV shows to social content, live streaming, and digital-only channels. Following the panel discussion, a series of rotating roundtables gave attendees the opportunity to speak with 8-10 media representatives from a variety of media formats, who offered their expertise and advice for story pitching and developing authentic relationships with the media.

Here’s a quick list of 10 tips to get your press release picked up by our local media:

  1. Develop a working relationship with your press contact.This way you can follow up easier and you already have a relationship so your story may be more likely to be picked up.
  2. Make your introduction emails with the press release personal to your press contact“I really enjoyed ____ story you did.” or “____ is why this is important to be shared with the community.”
  3. Put your “News Hat” on!if you were a reporter, would you find this to be news-worthy? Some things don’t need a press release and can be pushed out on social media.
  4. Do some research on the media outlets and compare what is written about with similar companies.
  5. Subject Lines should be straight-forward and direct.
  6. Your “Who, What, Where…” should be brief.Some media outlets get HUNDREDS of press releases a day so your press release shouldn’t go past a page. Chances are that no one is reading past the first or second paragraph.
  7. Your news can get picked up off social media, too! – Most rely on sending press releases as the only way to get news out but reporters and media look for stories off of social media.
  8. Follow-up phone calls work BUT use sparingly. – If you call on every one of your press releases, you may tarnish your relationship with that media contact.
  9. Media outlets like stories of a local business doing something regional or national.
  10. Include Photos & Videos!These can be a huge asset to getting your story picked up! High-Resolution Photos are a requirement. Videos are preferred landscape and only need to be 30 seconds. (Please note: If utilizing our press release tool, please include [Photos/Video available on request at youremail@email.com]).

This year’s media representatives included:

  • Brian Ries – Herald-Tribune, Digital Editor
  • Lisa O’Driscoll – funmoneymom.com, Blogger
  • Joey Panek – ABC7, Suncoast View Senior Producer
  • Jacob Ogles – SRQ Magazine, Senior Editor
  • Jacqueline Matter – ABC7, Anchor
  • Kat Hughes – Observer Media Group, Executive Editor
  • Richard Dymond – Bradenton Herald, Education Reporter
  • Megan McDonald – Sarasota Magazine, Digital Editor
  • Joey West – Bay News 9, Assignment Editor
  • Marcel Bauduin – WSRQ Radio, Programming Coordinator

 


If you have questions on crafting or sending press releases, please contact Dillon Buckland at dbuckland@sarasotachamber.com or (941) 556-4039.

4 BEGINNING TWITTER TIPS FOR BUSINESS

Twitter-art

From 2014-2015 the number of Twitter users grew by 50 million, and it’s estimated that close to 1/5 of Internet users have Twitter accounts. The average Twitter user follows 5 businesses so if you’re not trying to reach your customers on Twitter you’re missing an opportunity.

Twitter is easy enough to understand, just share something 140 characters or less. You can share links, images, or videos. Here are a few other tips for businesses just starting out on Twitter:

Use Hashtags

Twitter is as hard to follow as the ticker tape on a stock page. It’s a constant barrage of messaging, particularly for those accounts that follow a lot of people. Hashtags, or pound signs (#), help people search for the information they want.

Using an appropriate hashtag can expand your business’ reach and help potential customers find what they’re looking for. Employ one specific to your business and use hashtags that are relevant. For instance, Jake’s Jewelry Store might use all, or any, of the following hashtags in tweets with images of gifts for mom: #jakes, #mothersday, #gift.

You can also use popular hashtags of trending topics, when applicable, like #marchmadness or #50shadesofgrey.

Share Images

This tip applies to most of social media but Twitter will display images prominently in the stream so it’s a good way to get your followers’ attention.

Rise Above the Noise

Find ways to stand out from others who are merely posting articles they’ve written. Ask questions. Have conversations. Thank people for sharing your content.

One of the easiest ways to create loyal followers, at least initially, is through commenting on what they share – either by providing your own opinions or asking them follow-up questions.

Avoid sending out automated thank you messages to new followers. While the concept seems nice – thanking them for following you – they come off as exactly what they are, robotic. Plus many Twitter users don’t check their messages box because of a large number of these they receive.

In addition to finding customers and potential customers on Twitter, it’s good to connect with influencers in your industry or audience such as mommy bloggers or niche bloggers.

Follow the Golden Rule

To follow back or not to follow back. That is the question and the answer for business is follow back, or do unto others as you would like them to do to you.

There are exceptions to this rule.

Twitter will cap you at 5,000 following (people you follow) if your followers (number of people who follow you) are not fairly equal. For instance, if you followed 2,000 people but only 500 followed you, Twitter will not allow you to follow any more until those numbers get within (about) 200 of each other. Twitter won’t tell you the exact number that it takes but you will be limited until those follower numbers rise.

You also don’t want your followers and following number too far off of one another because:

  • If you are following too many people, and a relatively equal number is not following you back, it looks like you’re not sharing worthwhile information.

On the other hand,

  • If a lot of people are following you and you’re only following a handful, you look like a bit of a jerk. That’s okay for reality TV stars but people who are using Twitter for business should be a little more congenial.

You can manage your Twitter followers through tools like ManageFlitter, Followerwonk (a Moz app) or Friend or Follow. Many of these tools can help you tell which accounts are spambots or fake accounts or inactive accounts. (You don’t want to spend time engaging those.) They also help you isolate influencers in your area.

There are pages and pages of tips written on topics like Twitter for business but the best thing to keep in mind is your humanity. Don’t make it all about your business and be gracious. Find ways to connect with people on a more personal level and imagine every tweet you’re sending could be seen by your grandmother, unless you’re in the type of business you don’t want your grandmother to know about.


Christina R. Green teaches small businesses, chambers, and associations how to connect through content. Her articles have appeared in the Midwest Society of Association Executives’ Magazine, NTEN.org, AssociationTech, and Socialfish. She is a regular blogger at Frankjkenny.com and Memberclicks.

Member Tip Monday: HOW TO FIND TIME FOR SOCIAL MEDIA

Build Your Visibility

Small business owners, especially those businesses with under 10 employees, find it extremely difficult to justify the time on social media because it doesn’t lead to predictable, measurable cost savings or revenue.

Social media and content marketing is about becoming an engaging resource for your customers. What’s the yield of a relationship? If you can figure out what a relationship is worth in revenue dollars, you should be blogging about it.

The truth is, we can’t. Not exactly at least. But we know people buy from people they know, like, and trust and that’s why it’s important to invest time in building these connections and affections.

Finding that time is easier said than done. Still here are a couple of suggestions on how to carve out some time to increase your efforts on social media.

Keep Content Handy

The first thing you’ll need is a place to keep content you find. Not all content will be applicable for sharing the moment you come across it. We’ve all seen people on Twitter who post 10 tweets at a time and figure they are done for the day. It is better to deal out your posts at multiple times than all at once. Often you’ll find content that you’ll want to share later so select a system in which you can easily access your content gems in the future.

Upload content to DropBox, use Evernote or keep a notepad handy (paper or electronic). Doesn’t matter if you keep fortune cookie messages in a shoe box. Never let what you deem to be a valuable piece of content escape. Keep it somewhere handy and build a cache of it.

Find a Scheduler You Like

There are many options to help you pre-schedule posts. Scheduling is important because you can’t spend your whole day posting, nor do you want to be that person who bombards others with a firehose worth of content once a day.

Find a scheduler you’re comfortable with. Many systems allow you to control when you post and often give you the ability to do it several days out. One of the most basic is Buffer. It allows you to schedule across multiple platforms. It offers a free and paid version, but even the paid is only about $10 a month.

The most popular is Hootsuite, and while I use it occasionally because it offers greater capabilities than Buffer, I do prefer Buffer’s minimalist design. Hootsuite’s interface is busy but allows you to monitor in real time. If you’re developing relationships, this is a powerful ability to have.

Multi-task

I’m not telling you to turn off the TV when you get home, but there is no reason if you’re “vegging out” that you can’t use that time to schedule a few posts for the next day. Don’t let mindless tasks, like television watching, steal your productivity.

“Steal” Time

We all have moments where we’re waiting – before doctor’s appointments, before meetings, on the phone, while the kids finish up with practice, you get the idea. Many of us fill this time with other mindless tasks like scanning pictures of our friends’ pets on Facebook. Instead, use this time to be productive by finding content, scheduling it, or responding to people on social media.

I am a firm believer in scheduling posts but the interacting cannot be scheduled, so use this stolen time to reach out and connect with people.

Look for Content Everywhere

Content ideas are everywhere – airplane magazines, overheard conversations, commercials, popular TV shows, as well as all over social media. Use the many messages that bombard you daily to find gems you’d like to share. Retweets are only the beginning.

Take Pictures

Along that line, take pictures of everything that moves you and some ordinary things that don’t. Pictures you take can be used in blogs, memes, and image quotes without concern over cost or copyright. Links with pics are more likely to get shared and clicked. Encourage staff to do the same.

You don’t need huge chunks of time to make connections on social media. The key to success in this area is the same in most business- or relationship-building. Give people what they want/find valuable; do so without expectation. Become a resource for them and help them. Be consistent in your efforts so they know they can count on you. This takes minutes a day. Schedule good content and steal time for interacting. Then watch your relationships grow as people share your resources with others.


Christina R. Green teaches small businesses, chambers, and associations how to connect through content. Her articles have appeared in the Midwest Society of Association Executives’ Magazine, NTEN.org, AssociationTech, and Socialfish. She is a regular blogger at Frankjkenny.com and the Event Manager Blog. She’s a bookish writer on a quest to bring great storytelling to organizations everywhere.

SOCIAL MEDIA ISN’T OPTIONAL: WHY YOU NEED TO START TODAY

If you have too many customers and you can’t keep up; if your business’ revenue streams are more like Tsunamis, social media is optional for your business. If not, you need to embrace it today. Here’s why:

We are a very mobile society. Businesses can’t count on the foot traffic they once did or people just driving by and stopping in. We’re in our cars, going to the next appointment at lightning speed. There’s no time to just drop into a new store or business.

Social Media Establishes Know, Like and Trust

social-media-isnt-optionalIf you sell something that no one else does and people feel like they absolutely must have it, then forget about social media because you needn’t establish know, like and trust. For everyone else, it’s essential in the sales process. Someone buying from you must first know that you exist, then wants to like you/your company before doing business with you, and finally, they need to trust that you are providing a worthwhile product or service that is of good quality or value. Without those three very important things, you won’t be very effective in today’s non-ad-driven marketplace.

There’s good news and bad news about how consumers make decisions today. The good news is your business can stand out with very little money investment. You don’t need radio or television to make an impression anymore. There are millions of people you can reach through social media. However, the bad news is you can’t blast them with your marketing message and expect them to respond by pulling out their wallets. Now you have to develop a connection with them and establish “know, like, and trust.” This takes time. Old marketing success took money.

Your Content Gives Buyers Something They Need

When you share helpful, valuable content on social media you do more than establishing know, like, and trust. You provide helpful resources for customers who are trying to make decisions (and you can influence them through providing the much-needed help, particularly in a long buying cycle) and you give them social currency.

Just as you want to provide content your audience finds valuable, so do your customers. There’s a lack of great content out there. It’s hard to find it and there’s an unquenchable need. When you provide content your audience enjoys and thus shares, you become a source for them to build up, and meet the needs of, their tribe as well.

This makes your audience feel good because their tribe appreciates what they’ve shared. You’re making your customer (or potential customer) look good. That’s something they will remember and keeps your business being on your customer’s mind.

Social Media Is No Longer Mere Entertainment

facebook-demographicsIf you have been ignoring the social webs because you think it’s all pictures of gourmet meals and cat videos, you’re in for a surprise. 88% of Millennials (Millennials are the largest generational cohort in the history of the US and make up a quarter of the population currently) get their news from Facebook. While this may be a little disconcerting for some of us, the fact remains and speaks to the importance of social media in the lives of so many.

If you think social media is only for the young, think again. 72% of adult Internet users use Facebook, according to the Pew Research Center. 62% of the entire adult population in the US uses Facebook. Why aren’t you on it again? Before you answer, take a look at the chart of Facebook demographics.

Social Media Establishes a Connection

Today’s buyers want to feel a connection with the companies they do business with. From being involved in R&D to voting on names for new products, from selecting new flavors to supporting a larger cause, people want to “feel” something about the brands they support.

You can’t meet every one of your customers. You can’t take them out to coffee and get to know them because it doesn’t scale. As much as you may have an interest in them, it’s not possible to form personal, one-on-one relationships with each, but you can reach them en masse and make them feel like they know you and your business.

Social media allows you to give them a better look at who you are by setting a tone for your business and telling your business story. It also allows you to celebrate your customers in a way traditional marketing can’t. You have the opportunity to reach them all-day long, every day with content they will find value in for no more money than that associated with your time.

Social media isn’t a passing fad. It’s a business necessity today. If you’re not meeting your customers’ needs on social media, you can bet there is someone out there who’s willing to take up the slack for you.

Image via Graphic Stock

Christina R. Green teaches small businesses, chambers, and associations how to connect through content. Her articles have appeared in the Midwest Society of Association Executives’ Magazine, NTEN.org, AssociationTech, and Socialfish. She is a regular blogger at frankjkenny.com and the Event Manager Blog. She’s a bookish writer on a quest to bring great storytelling to organizations everywhere.