Facebook Plays By The Rules…Its Own
It’s been happening for a few years now. Marketers and business owners freak out every time there’s a change to the Facebook algorithm. It’s 2016, and hopefully by now we can all agree on one core principal of Facebook: You don’t own anything on it. I consider the platform itself a barter. Facebook provides you a platform to reach people, and in turn – Facebook receives more data than you could ever imagine.
When it was announced this week that Facebook is once again changing their algorithm that manages which posts users will see first in their News Feed – there was a collective uproar. In short, the news release talks about “rebalancing” users’ News Feed. Facebook asked more than 1,000 people to rate their experience on Facebook every day. This “Feed Quality Control Panel” was then combined with data from tens of thousands of people from around the world who were asked to rank the content in their news feed. Based on this data, Facebook decided to make some “tweaks.”
How will this affect your brands Facebook page?
It’s unlikely that “viral” content will continue to rank highly in individuals news feeds. I know, I know – “viral” is such a gross social marketing word. However, think about this: The Facebook News Release specifically calls out avoiding asking people to take an action (such as encouraging people to “like” or “share”). They say this temporary spike in metrics will be “rebalanced” by news feeds – actually making your content appear even less frequently. Ouch.
The bottom line: Facebook makes its own rules, and then plays by them…until it doesn’t.
It’s a lot to handle, and think about. There is no “auto-pilot” to social media. No “set it and forget it” strategy. Primer 180 has a full-time team of digital, social, and content experts – who think about this daily. We’d love to talk about how we can plug in, and keep your brand on the forefront of what’s next.