Businesses have already been noticing their Facebook engagement has been harder to keep up. Last week, Facebook announced additional changes that will further hinder the number of people who are likely to see an unpaid post from a business Facebook page. However, there is a way to try to save page views!Facebook CEO, Mark Zuckerberg, announced that Facebook intends to drive engagement that research shows is most valuable for its users. Studies show that passively scrolling through Facebook does not correlate with a better sense of wellbeing, and can actually depress people. However, feeling well connected online with people who are actual friends does correlate with “long term measures of happiness and health.”
As a result, a video from Facebook says the network with determine if the online interaction is between two people or between people and a page and deliver the “people” content first.
What can businesses do to help save their page engagement?
Facebook values video content, and live video is an active way to engage on the network. Companies concerned about a drop in reach should consider introducing more live video. As has always been the case, pages that generate conversation and engagement will show higher in the newsfeed and gain more reach. Facebook’s Head of News Feed, Adam Mosseri, says live videos get an average of six times as many interactions as regular videos. Videos generate conversation which generates additional interaction.
Something else businesses can do is encourage their followers to use “See First.”
HOW? Companies can suggest everyone click on the arrow in the top, right side of their Facebook profiles and select NEWS FEED PREFERENCES (see the column image to the right).
Then, they can choose “prioritize who to see first,” and choose your page (image below)!
This allows your friends and customers to select pages and people. If you like to keep up with certain friends on Facebook, you should be sure to select this setting and choose the people who post content that interests you.
Many people do not know about this setting and that they can choose to prioritize businesses and friends whose streams they want to see first. If they’ve been missing images from a dear friend who does not often post, or they are waiting for news from a particular contact, this will be a useful tool.
One clever way I have seen to help inspire people to follow through with making this change to their settings is for businesses to ask, “Who is in your ‘See First’ settings?” Let people who follow your business know that they can control their newsfeed and ask them to include your business, company or organization in their priority list. You may be doing them a favor, and you could experience an improved reach as a result. Don’t forget to make this ask via your email newsletter, blog and any other ways you reach your customers and potential customers.
For more advice on how to make the most of Facebook and other social media tools to enhance your business or personal brand, contact me!