On April 21, 2015, Facebook announced that they were making three changes to their algorithm. The changes were based on a survey that asked Facebook users what they would like to improve about their personal page feed.
As you might already know, on Facebook only personal page likes count on a business page. (That’s why you always see, “Like us from your personal page” in most business posts.) So, while Facebook might have been targeting an improved experience for personal pages, our business pages are going to take a hit, too.
Here are the changes that Facebook has announced and how I think they’ll affect our business pages:
#1 Users will see less “commented on” posts in their Facebook feed.
Previously, the Facebook feed would show us the posts that our friends were commenting on. At the top of the message, it would say, “Jane Doe commented on Earth Friendly Farms post” and show us the entire thread of comments.
Facebook is going to move these posts down the page. If you want to see what your friends are up to, you’ll need to spend more time scrolling to the bottom of your newsfeed.
How does this apply to your business page? This change will keep your friends’ friends (or page likers) from seeing who’s engaging with your business. It will make it more difficult to get new likes from the friends of the people who like your page, as well.
#2 Facebook is relaxing the “multiple posts” rule so that users see more content.
Facebook is labeling this as an effort to improve “the experience for people who don’t have a lot of content available to see.” If you are only connected with a handful of friends, you’ll now be able to view more of their posts.
How does this apply to your business page? Anyone that likes your page but only has a small group of friends should now be seeing more of your business content.
Be aware, however, that if you publish several times a day on your business page you might end up overwhelming the newsfeeds of people with a low friend count. They could unfollow (or unlike) your page.
When too many people select “I don’t want to see this content” from the dropdown box you’ll be penalized by the Facebook algorithm.
#3 Individual user behavior will dictate what Facebook users see in their newsfeed.
The survey was very clear about one fact: Facebook users did not want to miss important updates from their friends. Now, they will be deciding on what you see based on which users you engage with the most.
How will this affect your business? If your business followers have their algorithm set to Top Stories (instead of Most Recent), there’s very little you can do to have your business content come up first in their feed.
In essence, they have to like you and share your content to see what your business posts, but if they don’t see what you post (due to the Facebook algorithm), they can’t like you. And this catch-22 isn’t going to improve anytime soon.
How can you really control the Facebook updates on your business page?
Of course, every time Facebook makes changes to their algorithm there’s going to be an adjustment period. We all have to learn how to play the game all over again. Here are a few tips I’ve had personal success with:
- Stop posting photos and links on your business page
Facebook is providing more page views to text only posts. Feel free to hashtag your entries to help people find you.
- Get people to engage with your business page
Like always, engagement is key. Strive to have users share your content, but liking and commenting are still better than nothing.
- Share content from your business page to your personal page
Facebook does not seem to have altered this very simple trick; go onto your business page and share the content onto your personal page.
- Tag people in your posts to encourage engagement
One of the best tips may be to let others know when you’re posting their articles. Social authority goes a long way; by sharing your post, they look good to their audience.
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