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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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

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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Congratulations, Janet & Sharon as Ambassadors of the Quarter!

Congratulations, Janet Arena!

Janet Arena HeadshotJanet was born in Philadelphia.  Lived most of her youth on a farm in Bucks County. Went to Penn State—majored in business education. Very active in a service sorority, cheerleading, and the theater. Went on to Pittsburgh where she taught two years before going to Dar es Salaam, Tanzania in East Africa where she taught business procedures to government employees. While there, she took the challenge of climbing Mt. Kilimanjaro which she did in three days—19,340 feet (with no oxygen).

Came back to the U.S. where she taught at Suffolk Community College and Nassau Community College on Long Island. At the same time, she completed her Master’s Degree at Columbia University.

Janet moved to Connecticut where she accepted the position of Chairperson of the three high schools in Milford, CT. In 1979, she became President and co-owner of Stone Academy, a business and medical training post-secondary institute.

She moved to Florida in 2003. After working at various jobs throughout the area, she accepted the position in the Marketing Department at the Van Wezel Performing Arts Hall. She is presently involved in various committees for four Chambers, ushers at seven venues, house manager at Venice Theater, serves on the Gala Committees for Goodwill, Save Our Seabirds and the American Cancer Society, works Meals on Wheels every Saturday; Vice President of the Penn State Alumni Association; Executive Committee member and treasurer for the Big Ten Alumni Group.


Congratulations, Sharon Litchfield!

 

Sharon Litchfield HeadshotSharon has lived in the Sarasota community for over 40 years and has been married to Andy for 32 years, with one son, Adam, both of which keep her grounded. They have two rescue dogs, Levi and Ziggy, who are inseparable and a joy every day. Sharon enjoys all activities that Sarasota provides, from walking the Ringling Bridge to exploring what downtown has to offer on a regular basis and all the festivals that Sarasota brings to our community. She loves traveling and exploring other areas outside Sarasota and look forward to many fun trips this summer.

Sharon will be celebrating 27 years at one of the finest private golf clubs in Sarasota, FL, home to the Champions TOUR from 1986 through 2001 as part of the PGA TOUR Golf Course Property Inc. clubs for over 17 years at TPC Prestancia in Sarasota.

Sharon’s involvement with The Chamber is extensive as she serves on three different councils within Thc Chamber: Chamber Ambassadors, Member Services & Small Business Support Council, and the Finance Committee.

In 2014, she returned to USFSM to pursue her Masters in Hospitality and Technology Leadership and graduated in April 2017. Her involvement in many fundraising charitable organizations over the past 25 years includes United Way, Susan G. Komen, MDA, BBBS, Southeastern Guide Dogs and Be The Match Foundation as a Registered Bone Marrow Donor.

Sharon’s philosophy that you need to give back to your community and give to those in need to have a meaningful life.


Congratulations, to both Janet & Sharon! We greatly appreciate the dedication that you give to The Chamber and to The Chamber Ambassadors’ program. Janet and Sharon’s longstanding commitment through The Chamber Ambassadors and other Chamber Programs, make them excellent representatives of The Chamber and its’ programs. Thank you & keep up the great work!

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For information on the Chamber Ambassadors program or to join, please contact Megan Neal or Craig McGonigal

Partnering to Build Your Business

The Greater Sarasota Chamber of Commerce

1945 Fruitville Road | Sarasota, FL 34236

http://www.SarasotaChamber.com

Welcome Megan Neal & Darlene Martin to The Chamber Team!

We are pleased to announce the addition of two new staff members to The Chamber Team! 

Megan Neal croppedMegan Neal joins us as our new Membership & Events Coordinator. Megan will assist the Membership Team as the go-to person for your event and member related questions. She is the friendly face you will see at registration and at our upcoming networking events. Raised in Sarasota, she spent most of her days growing up on our gorgeous Gulf beaches and is a graduate of the University of South Florida. Outside of her professional pursuits, she spends her time writing, enjoying time with her wonderful husband, traveling to her favorite Disney parks, and being a proud aunt to 17 beautiful nieces and nephews.

“As a true Sarasotan, it’s rewarding to be at the forefront of the growth and development that is flourishing throughout our amazing community. I am grateful to have the opportunity to serve an organization that truly looks towards bringing together a greater good within our city and am excited to dive into my role here at the Chamber!”

You can contact Megan at mneal@sarasotachamber.com or (941) 556-4031.


Darlene Martin croppedDarlene Martin joins us as our new Membership Investment Representative, responsible for bringing in new Chamber members. Hailing from New York originally and growing up in Atlanta, GA. Darlene is a graduate of Kennesaw State University in Georgia with an associate’s degree in Business Administration and comes to us with over two decades of sales and business-to-business experience working to increase value to customers. She resides in the Sarasota/Bradenton area and enjoys the beaches, water and practicing hot yoga for the past 5 years.

“From being a member of The Chamber in my past role, I am excited to be an ambassador in the community to new and existing businesses in the Greater Sarasota area!”

You can contact Darlene at dmartin@sarasotachamber.com or (941) 556-4029.


Please join us in welcoming Megan & Darlene to The Chamber team. We are excited to have both of them onboard!

From the President’s Desk: Contact and Connection

 

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Kevin Cooper, President | CEO

There is a significant chasm between contact and connection. However, many times the two are either confused or used synonymously. The key is often that, at least for many service-based organizations, focus and success are dependent on not just contacting but connecting with stakeholders, including both customers and end-users. Confusing a contact with a connection, in this case, can lead one to be misguided or aimless. It is with this understanding that my first 90-days as President|CEO have been largely focused on connecting with as many stakeholders in the Greater Sarasota Chamber of Commerce as possible.

 

This focus is particularly relevant to chambers of commerce in that we are membership-owned organizations. At its best, The Chamber is little other than a manifestation of the vision that its members have for it.  While that manifestation may not be a measurable goal, it can certainly be linked directly to the achievement of those goals that are measurable. Without a connection to that vision, any hope of properly manifesting it can be lost.

So, what is the difference between a contact and a connection? For me, a contact is made anytime something is done or not done. To be certain, even the absence of something can be a contact. For example, a restauranteur will often pay close attention to what patrons do not order. By not doing something, the patron is creating a point of contact with that restauranteur.

Where a contact becomes a connection is when a response is elicited. Not all responses are positive, but a negative response can be better than a contact absent a connection. Responses can create a loop when the response is directly received by the person who initiated the contact, or an extension when the response is tangential and perhaps even unknown to the person who initiated the contact. In either case, the transition from contact to connection is where opportunity is created. When the restauranteur tweaks a menu based on what patrons are not ordering, an opportunity is created.

Your chamber is in the business of creating opportunities for building value and relationships. In our pursuit to promote, connect, and support your business, we rely on connections to inform us of those opportunities. The challenge, of course, is creating connections with the over 1300 members who invest in the Greater Sarasota Chamber of Commerce. So, while I’ve been working to connect with as many of you as I can, there is still a long way to go and I hope to ultimately create a continual connection loop whereby the process never ends.

That being the case, my goal for this column was to simply create another point of contact whereby I invite your feedback and the opportunity to meet with you. I excitedly look forward to the connection.


Blog Post by Kevin Cooper, President | CEO of The Greater Sarasota Chamber of Commerce

Help Us, Help You! Updating Your Profile for the 2016 Membership Directory

To ensure that your company’s listing is correct, please take the time to update your profile in the Members Only section of our website. Go to www.sarasotachamber.com and log in using your company username and password. Once you’ve logged in, click on “Update Your Contact Information.” Simply update the fields that need correction and click ‘Save Change Requests.’ You can also take this opportunity to add/remove outdated employee information to make sure your staff is receiving all the benefits your Chamber membership provides.

Here are a few tips for updating your information:

Organization Name/Display Name: Is the title of your business correct in the way it should be referred? Be sure that we meet your company’s standard by double checking the way it is listed in your profile. This would also be referred to as the “display name.”

Primary Directory Listing: The directory lists all members under their selected category. Help readers find your business type by selecting the “primary directory listing” that’s right for you. We have hundreds of categories for you to choose from.

Address, Website and Telephone: This information is important in guiding readers to learn more about your business. To maximize your visibility and business referrals, be sure your address, website URL and phone number is correct.

Need help logging in to your profile? Contact Craig McGonigal at cmcgonigal@sarasotachamber.com or (941) 556-4034.

Continue reading “Help Us, Help You! Updating Your Profile for the 2016 Membership Directory”