Facebook didn’t wait very long before shaking up the social algorithms in 2018. Announced early in January, Facebook is taking a more personal approach to the news feed. Over the first few months of the year, Facebook will be updating the news feed algorithm to prioritize posts with high engagement and posts from friends and family over brands and businesses.
While the reasoning Mark Zuckerburg shared for this update is thoughtful and backed by research, it also means that the game is changing for online marketing on Facebook. So that begs the question:
Facebook’s newsroom is honest in letting businesses know to expect less engagement. Even though businesses will receive less attention by default, there are a few changes businesses can make in strategy to compensate.
Another question you may have if you’re a business owner or manage your own social media might be:
First things first, there is always a possibility of your posts being seen. Your business post may just be competing against others for the space, so it’s important to pay close attention to those tips above.
Research suggests posting to Facebook (and other social media platforms) could still help your standing with Google.
Over the years, Google has shied away from directly answering this question. Why? Algorithm NDA. Here is Google’s former head of webspam Matt Cutts talking about this in 2010, then again in 2014. From these videos, the answer is technically, “no;” however, research says otherwise.
Searchmetrics’ 2016 Rebooting Ranking Factors White Paper states
“The correlation between social signals and ranking position is extremely high, and the number of social signals per landing page has remained constant when compared to with the values from last year’s whitepaper. … The top-ranked websites in Google’s rankings displays vastly more social signals than all other pages…. This is primarily due to the overlap between brand websites performing strongly in social networks and being allocated top positions by Google.”
Long story short - posting to Facebook can only help.
Consumers are flooded with advertisements, sales calls and messages everywhere saying, “We have exactly what you need!” The trick is always figuring out who the trustworthy voice is, which is why word-of-mouth advertising and referrals remain a major channel for new business of local companies. But what happens when the online consumer finds you? How will they validate your brand? By checking your online profiles.
If your online social profiles aren’t active or relevant, you could easily be passed over as a failed business attempt or spam account. Keeping your Facebook page up to date will improve your online credibility.
When it’s broken down and you have a strategy, the new algorithm isn’t so scary. For our Envoc Creatives, it’s a “challenge accepted” kind of situation.