Several Facebook page administrators are up in arms over the site tweaking its EdgeRank algorithm, making users more likely to see brand-based posts with higher levels of engagement and not posts with only a comment or two. After We Are Social conducted an experiment to see how the page’s reach has fallen recently, the site commented on how pages can react to these changes and get back into the news feeds of their fans.
After hearing all of the uproar about Facebook’s alleged changes to EdgeRank — the algorithm that determines what users see and when — We Are Social wanted to test its own page to see if there was some truth to the rumors.
What it found, after analyzing its page through Socialbakers‘ technology, fell in line with other page administrators’ complaints.
But there’s hope, writes Robin Grant, We Are Social’s global managing director. Grant notes that now that Facebook is trying to direct users toward posts with more engagement, pages have to figure out what they can do to boost engagement — largely, discovering new ways to truly connect with their fan base.
Grant writes that instead of simply blaming Facebook, it’s time for page managers to go back to the drawing board and figure out what their fans prefer to share, comment on, and like, then sponsor those ones, if need be:
Reduced organic reach, combined with Facebook’s recent evidence that “reach drives revenue for online brand marketers,” means boosting the reach of your posts with Facebook media spend is essential – but remember, it’s the engaging posts that will perform better. Sponsoring posts that are not engaging is a waste of your money.
As a result, brands will need to change their social content strategies, spending more on better, higher-value posts that resonate with their community. Or, as we say at We Are Social, content of the people, not at the people.
The time when brands could get by on Facebook by buying fans and basic community management is well and truly over. Facebook’s changes mean brands need to shift to creating social content that is “as engaging as the posts you see from friends and family,” and supplement this with a sophisticated paid promotion strategy. And unless they have these skills in-house, they will need the help of specialist social agencies with the ability to create this engaging content and plan media against it.
Readers: What have you been doing to get back into your fans’ news feeds?