Digital Influence Weekly – Oh the Facebook Algorithms are a Changin



Who am I voting for this election? How about President Abraham Lincoln! If that statement confuses you, perhaps you should check out his fantastic website and social media campaign. Personally, I think time travel creates an unfair advantage in politics, but anything is possible when social media is involved.

And now the Digital Influence Weekly…

 Digital Influencer

If you’ve noticed a drop in your Facebook page’s reach or you’re not seeing your usual friend updates in your feeds, you’re not alone. Facebook has changed its algorithm and the first big clue you may have seen was in noticing an option forPromoted Posts, which allows you to pay to ensure your posts are seen by the audience you have built.

A principle of Facebook is that content worth sharing is seen and engaged by people who have demonstrated interest in a given topic or in conversing with a person or brand. The algorithm update has been developed to ensure this is the case all the time. The goal is to help a brand better understand who within its audience actually wants to receive updates or engage with its Facebook Page. However, it’s fairly argued that if someone LIKES your page, they are interested in receiving updates even if they don’t LIKE or comment on posts.

In one respect you can think of this as utilizing an email marketing service which validates who in your email database is really interested in receiving your updates. You may have 50,000 email addresses to utilize, but discover only a small percentage of those want to receive your info. 

The drop in your reach can be dealt with in two ways. First, you can utilize the Promoted Posts feature, paying a small amount to make sure your posts are seen by users connected to your Page and even their friends. This can be aggravating, because as this great recap from the Houston Press explains from a musician’s perspective, it appears that you may have done everything Facebook has ever suggested you do to build up an audience and collect a large number of fans only to have them being held hostage unless you pay Facebook. 

Second, you can work harder to create content that is worth sharing, liking and commenting on. What’s that you say? You thought you were already doing that? Facebook is making you work harder for that engagement now. If you’ve been just coasting along while using Facebook, this is an opportunity to sit down with your office and brainstorm new ideas and strategy for promoting your Facebook posts. 

While I understand that Facebook is a free service and that we should be thankful to have access to it, there is absolutely a cost to using it. Businesses big and small give time and resources, which could be spent on other marketing initiatives, to develop strategies with Facebook. They have added content to the web, which even if it didn’t go viral, may be crucial to their audience. 

What’s your take on the situation? Is Facebook holding your fans hostage or is this just the occasional reality check to let you know who is truly your Facebook fan?