News is out that Facebook has altered its algorithms in an attempt to more accurately filter users\u2019 News Feeds, showcasing only the most relevant and interesting content by analyzing posts on about 100,000 various factors.<\/p>\n
While these new developments are great for personal News Feeds, the side effect for many brands using Facebook as a part of their digital marketing strategy is a diminished reach on Page posts. This goes beyond big-time brands like Nike and Apple \u2014 small businesses and organizations are also subject to changes, potentially compromising years of work generating Likes from loyal customers and supporters.<\/p>\n
According to Facebook, these changes were spurred by ever-increasing numbers of Facebook users (including brands) and decreasing News Feed \u201cspace,\u201d as the number of posts continues to rise but users\u2019 time spent on the site does not. Translation: Everyone\u2019s got something to say, but not everyone can be heard (unless you pay for an ad, but even then, visibility is questionable).<\/p>\n
While avoiding \u201cclick-bait\u201d and trendy memes can improve a post\u2019s chance of being deemed worthy of the News Feed, we\u2019ve learned that companies have little control in determining which users \u2014 and how many of them \u2014 see their posts on social media.<\/p>\n
Facebook can be an effective way to engage customers, but we don\u2019t know what the site\u2019s next round of changes may bring. Avoid putting all your proverbial eggs in one basket and diversify your marketing plan to go beyond your Facebook Page. Develop a presence on Twitter, LinkedIn and even Instagram<\/a><\/strong>, and create a blog<\/strong><\/a> to keep customers and supporters in the loop with company news.<\/p>\n The great thing about digital marketing is that a lot of it can be done using free resources, with the only limitations being the time you have available to manage your efforts<\/a><\/strong>. Each Facebook post, tweet, blog post or share to LinkedIn puts up a digital \u201cbillboard\u201d for your brand. While every follower may not see every post, the more of these billboards you put up, the more likely your content is to be seen.<\/p>\n
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