Business, Lifestyle

Facebook Changes and What this Means for Your Small Business

The question of the season has been, “What’s up with Facebook?” And rightly so, as more and more people are posting complaints and/or concerns about their posts not being seen. I did some digging and researching and finally found some answers (and solutions) that could very well keep you satisfied with continuing to use the social media platform – Facebook (especially for business). (Psst… if you’d rather just watch the video, scroll to the bottom 😉 )

If you’re in Network Marketing, Direct Sales, an Entrepreneur, Mompreneur, Solopreneur, or own any kind of small business, then you have most likely seen the success of using Facebook to boost a business. Perhaps you haven’t quite figured out how to make it work for yourself, but you know it is possible.

In times past, people didn’t use Facebook to start, run, and continue business adventures. It was more of a personal, keep in touch kind of platform. But now, even Facebook has picked up on the monetizing train of people becoming rich from social media alone. With this change also comes changes that don’t always work in favor of small business…

Most small business are on a tight budget, only being able to afford to stay afloat, let alone, dump extra cash into advertising and marketing. Enter, the overload of commercial-type posts from people who are eager and desperate to spread the word about their new business, new product, latest sale, and job opportunities. Over the past year, hundreds of new Facebook pages and groups have been started in the attempt to make this “boost-your-biz-with-social-media” thing work.

Okay, so let’s get to the point….. it’s obvious that Facebook has made some algorithm changes. This is responsible for why some of your posts seem to get lost in Facebook desert land, why some posts are getting more interaction than others, and why you may see a stagnant result in your business growing (using the Facebook platform).

As quoted by Eric Owens, software engineer for Facebook:

“Our goal with News Feed is to show everyone the right content at the right time so they don’t miss the stories that are important to them. We’ve heard feedback that there are some instances where a post from a friend or a Page you are connected to is only interesting at a specific moment, for example when you are both watching the same sports game, or talking about the season premiere of a popular TV show. There are also times when a post that is a day or two old may not be relevant to you anymore. Our latest update to News Feed ranking looks at two new factors to determine if a story is more important in the moment than other types of updates.”

So basically, Facebook wants a lot more control in wanting to “help you” see stories that are most important to you… and your followers. If your business isn’t that important to your followers, it’s not going to get seen as much…. but, Eric also mentions…

One way we show timely content higher-up in News Feed is to show people stories about things that are trending as soon as they occur, so you can immediately know what your friends or favorite Pages are saying about the stories of the day. This means that when a friend or Page you are connected to posts about something that is currently a hot topic of conversation on Facebook, that post is more likely to appear higher up in News Feed, so you can see it sooner. Early testing of a small percentage of posts has shown that this update on average leads to a more than 6% increase in people engaging with these stories (e.g., more people share, comment, like or click).

Now this doesn’t mean to deviate from your business page’s original content and start posting irrelevant stories that have nothing to do with you, your product, and/or brand. There are ways to incorporate trending topics in a way that stays true to your business. (in the video below, I give an example) And it doesn’t stop there… Eric continues by saying…

“Currently one of the signals we look at is the total number of likes that a post has received when determining how high up to show it in News Feed. With this update, we are going to begin looking at when people are choosing to like, comment and share. If people are engaging with the post right after it is posted, and not as much a few hours later, this suggests that the post was most interesting at the time it was posted, but potentially less interesting at a later date. Based on this signal it is more likely to appear higher in News Feed earlier on and lower at a later date.”

Meaning there is now time constraints put on posts. Hhmm… So what does this mean for you business? Eric says…

If a Page posts about a trending topic or if a post sees a high velocity of engagement early on that then drops off, that post may begin to see increased distribution early on and less distribution over time. Pages should keep producing great content that is relevant and resonates with their audience.”

Which is basically what I mentioned above that. What is a small business to do if they aren’t getting seen? Aren’t getting interaction? And not sure where to start on event mastering the aforementioned?

1. Be aware of what’s killing your reach.

Simply put, know what to say and how to say it. Yes, there are trigger words, and when they are mentioned in a post, it has the potential to cause your post to be seen by only a handful of people… if at all. Some of these trigger words include: app, buy, comment, coupon, deal, discount, download, follow, free, freebie, giveaway, install, like, offer, percent, percentage, promo, sale, sample, save, share, shop, sweepstakes, win….

So yeah, pretty much every normal English word that has to do with promoting your business in a way to receive revenue (LOL)! But there are ways to say these exact same things… For example: is this for you? this can benefit you! check this out. take advantage! and so on… get creative!

2. Follow the 80/20 rule.

The 80/20 rule suggests that you post 80% about your life and only 20% about your business. This helps Facebook (and people) know that you are a real person, living a real life, and are not only interested in providing one long infomercial to your followers. Always stay true to yourself and don’t focus on building a social media lifestyle that doesn’t match your actual one. 😉

3. Use graphics.

This is actually pretty genius. As I mentioned in the video, by making graphics, you can use promotional trigger words IN the graphic. Therefore, when you post the graphic, you don’t have to repeat it in the description part of the post. Also, use the comments section to talk about any details! (see video for more info)

4. Utilize Facebook groups.

This is one of the easiest ways to gather all of your interested followers in one place to distribute business-related information. People have the liberty to join and/or leave groups any time they want…. so if you have a group and there are people in it, most likely they want to be there! Advertise away!!

5. Pay for an Ad.

This is what Facebook is pushing business owners to do. Let’s face it, they know people are banking on their social media platform and it’s only natural that they want a piece of it. As I mentioned in the video, it’s equivalent to paying for a billboard space or newspaper ad space. And now, Facebook is saying the same thing… “want your post seen, pay for a boost!”

So there ya have it…. changes with Facebook and how they can affect your business.

CHIME IN: What have you noticed positively and/or negatively about Facebook’s changes? Are they working for you or against you? Share any tips you have for others looking to catch a (cheap) break with Facebook. 🙂

 

Until next time, blessings-

 

 

 

P.S. Here’s the video I referenced to (PLEASE SHARE):

 

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2 thoughts on “Facebook Changes and What this Means for Your Small Business”

  1. Thanks for making it plain. As a business owner, it is so hard to keep up with the everyday changes in social media! Thanks for saving me a ton of time and offering suggestions to help.

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