Facebook’s latest changes and what this means for businesses

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By Gemma Browne

Facebook has once again updated their News Feed algorithm, meaning the News Feed has become an even more competitive space for businesses.

Facebook announced in a blog post on Monday that it will start putting greater emphasis on human assessments of what constitutes a “good” Facebook post, rather than just relying on straightforward engagement metrics such as Likes and clicks.

According to Facebook, users of the platform want to see more stories from friends and Pages they care about, and less ‘promotional’ content, including:

1. Posts that solely push people to buy a product or install an app

2. Posts that push people to enter promotions and sweepstakes with no real context

3. Posts that reuse the exact same content from ads

With the rollout already started, Facebook users will now see less of these type of posts from Pages and more content that will both encourage engagement and leave users satisfied.

“News Feed will begin to look at both the probability that you would want to see the story at the top of your feed and the probability that you will like, comment on, click or share a story. We will rank stories higher in feed which we think people might take action on, and which people might want to see near the top of their News Feed.”

So what does this mean for your business page? According to Facebook, “All of this means that Pages that post promotional creative should expect their organic distribution to fall significantly over time.”

But it’s not all doom and gloom. Facebook has asserted that the new update will not meaningfully impact reach or referral traffic for a majority of Pages.  There are, however. action steps to ensure this doesn’t affect you.

In general, Pages should avoid encouraging people to take an action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time.

“Businesses should think about their Page as a cornerstone of their online identity, not simply as a publishing service. The businesses that are doing this well understand the discovery and communication that happens when people come to their Page.” We couldn’t agree more!

For more Page posting tips, click here

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