Facebook is an ever-evolving network, as are all other widely adopted social media channels. Enhancements to appearance, navigation and, most importantly, presentation of content, are constantly being evaluated and tweaked. Within the past six months, Facebook has focused on delivering what it considers high-quality content to the end users. Meanwhile, organizations with Facebook pages have seen a decrease in the number of impressions per post. By changing the newsfeed algorithm, Facebook is providing organizations with few choices (one of which is to pay) to have their content be seen, even by their “fan” base.
It’s not that the quality of your content has gone down, or that your users aren’t interested in what you have to say. As marketers we need to guarantee that our content is seen and shared by our audience.
What You Can Do
Marketers know that if you have high quality content your target audience will follow and engage with your brand. So what can you do to get your content seen on Facebook?
- Include images in your posts: Articles with images get 94 percent more total views. Therefore, instead of being so quick to post, find a relevant picture to accompany your status update to get a little extra exposure.
- Be educational and/or entertaining: Content that provides a takeaway or a laugh is more likely to viewed and shared.
- Post content often: While the percentage of impressions per post may decrease, maintain your monthly impression count by posting on a regular basis.
- Diversify your social sharing: Content that garners attention on other channels will be more likely viewed as valuable by Facebook.
- Be relevant: Include current hot topics as they relate to your products or services to increase audience engagement.
- Don’t forget social media is a two-way street: Don’t expect people to find you. Engage with users, innovators, and thought leaders in your space
While it can be a challenge to stay up-to-date with constantly changing social networks, search engines, and best practices, you can stay abreast of these changes by providing unique, thought provoking, and intelligent stories about your brand and industry space.