You may have heard that Facebook made a few changes to its format. A number of social agencies are claiming that these changes may mean that fewer fans can see your content on Facebook.
The most notorious of the accusers: Richard Metzger of Dangerous Minds. Read his rant.
What does this mean for you? Not much, and here’s why.
The best way to keep your interest among your fans is to create quality content for your followers to engage in. We are working with different tools as well as Facebook Insights (Facebook’s fancy facts and figures) to apply a better strategy. We are hyper-focused on what kind of content gets the most reaction from your users and what the best time of day is for you to post content. This way, the most people will see it, at no extra cost to you.
Mainstream media says the same. Mateo Gutierrez in the Huffington Post writes: “Facebook sees that the future of brands within Facebook is not one of amassing fans and simply publishing to them repeatedly… The changes we are seeing on Facebook are extremely positive for brands. The new Facebook for brands is a world where brands can build highly engaged, rich, thoughtful and above all else high quality connections to their fans.”
“Facebook is cutting the fat,” agrees Tim Peterson of AdWeek. “Rather than spamming the feeds for all of a brands’ fans—including those who may have liked the brand’s page years ago but never interacted with it on Facebook since—Facebook seems to have changed EdgeRank so that brands’ posts only pop up in the feeds of those most likely to like, comment or share it.”
That’s what we like to hear – more concentrated efforts toward the fans who mean the most.
Metzger claims that Facebook made these changes to con businesses into paying for their ads. Indeed, Facebook now allows your business to promote its pages, create ads and sponsor stories – for a price. Should you do it? Is it even really necessary? Due to the high costs and an unreliable ROI, we recommend not paying for these strategies just yet. Instead, we’re confident you’re still getting the exposure you need without these strategies.
The irony of it all: according to Joel Johnson of NBCNews.com, “[Metzger’s] rant… had been “liked” over 20,000 times within 24 hours of its posting – on Facebook.”
We’ll continue to keep you updated on Facebook changes and how we plan to stay ahead of the curve – for you!