Facebook Changes Its Rules. Again
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Facebook Changes Its Rules. Again

In case you have not heard, Facebook is making another big algorithm change January 1, 2015 that will impact your online marketing strategy.

According to the social media giant, they will shrink the organic reach of your promotional posts even more in the year ahead.

Here are the three new no-no’s for promotional posts on your Facebook business page.

• Posts that solely push people to buy a product or install an app
• Posts that push people to enter promotions and sweepstakes with no real context
• Posts that reuse the exact same content from ads

In other words, businesses that use Facebook pages for full on marketing without using its advertising tools, will be all but invisible in the crowded newsfeeds of those who have “liked” the page in the past.

Thumbs downThat is the bad news. The good news, according to Facebook and a few social media professionals is that if businesses work harder at creating useful and relevant content, these changes will not affect them.

The reason for these changes, according to Facebook is that they are responding to the needs and wants of its users.

“People told us they wanted to see more stories from friends and Pages they care about, and less promotional content,” Facebook stated in a November 2014 news release. 

The organization also stated that many of its users felt a lot of the pages were posting too many promotional items.

So, what is a small business with a limited budget to do? Facebook suggests making better use of the reach (a.k.a. advertising) tools. The corporation reports they are exploring new ways in which to help businesses message better.

If you would like to learn more about its current tools, tread carefully, as you can spend a lot of money ineffectively. If you would rather talk to a social media professional, I know some great pros. So, call me.
You can also do what quite frankly I have done this past year. Use Facebook less or more strategically.

Here are some other options;

  • Give Facebook and those who Like your page what they want; useful content. Analyze your audience and provide information, pictures or videos in a way that relates to their life, not just your products or services.

 

  • Use other social platforms in concert with Facebook. Strategically use LinkedIn, YouTube, Twitter, Instagram, Pinterest, as they each provide ample engagement opportunities for your individual audience.

 

  • Effective email marketing. Take a cue from Facebook’s concern for its users and provide your audience with valuable information. Mail services provide quality insights as to what is and is not working.

 

Facebook states the following about using its platform.

“Businesses should think about their Page as a cornerstone of their online identity, not simply as a publishing service.”

Hogwash. Facebook should not serve as the cornerstone of your online identity. Do not make a platform that can change its terms of service on a dime the “cornerstone” of your outreach efforts.

Make your website the cornerstone of your online identity and then use a combination of effective email marketing and social media platforms to help you. This way you can take advantage of the opportunities they present without being beholden to any of them.

 

Authored by Janet Garraty

Janet D. Garraty

Janet D. Garraty

Write It Like You Mean It provides content development services to businesses looking to generate more ideal sales leads with useful, relevant and sharable information that engaging audiences and converts them into clients.

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