Social media is always changing, and we know how difficult it can be to keep up. That’s one of the reasons 2Social has a “Show and Tell” meeting each week, where team members get the chance to share something noteworthy about a platform, brand or business. The meetings are not only informative but keep us on our toes about any changes that may be affecting our workflow!
This week, discussion was centred around Facebook, and the series of changes that have recently been announced. In January, Facebook announced initial changes to their News Feed when CEO Mark Zuckerberg created a post outlining that they plan on reverting back to their core values of connection between friends and family, after they received “feedback from [their] community that public content — posts from businesses, brands and media – [was] crowding out the personal moments that lead us to connect more with each other.” The changes were meant to let users browse Facebook with less public content on their timeline. Many brands have been worried about their potential exposure dropping after this change, and after another announcement this week regarding changes to page reach, we understand why you may be concerned.
As explained by Facebook, historically, reach for business pages has been calculated “based on how many times a post was delivered in News Feed, but for paid ads, we [have used] a stricter definition that only counts reach once a post enters a person’s screen.” Starting today, the reach of all pages will be updated to reflect that of the reach for ads. This change will most certainly affect page engagement, and in fact, Facebook ads expert Jon Loomer explains that you may see reach decline by up to 20%.
We understand how important engagement metrics may be, so we know you may be worried about your numbers dropping, but we want to assure you that this change is actually extremely beneficial for your brand! With the old method of calculation, you were receiving numbers that did not truly reflect your audience, because it included people who did not interact at all with the post. With these changes, your brand will be able to gather data which is more specific, and can help you to hone in on the audience which is truly engaged and interested in your brand! It can help give you a better understanding of who your demographic is, and what content they are resonating with.
- Continue to check all key measurements, and don’t be surprised if you see numbers drop in the coming weeks. Keep track of these changes so you can maintain a clear idea of what is happening with your audience.
- Don’t be discouraged by your numbers dropping. Use this to your advantage and focus in on your demographic to learn what content they are continuing to engage with. This information can help your brand create quality content which will help your pages to be seen and shared.
Staying up to date with new changes across all platforms is the best way to stay informed, and to continue improving your presence on social media. May we suggest implementing a “Show-and-Tell” day at your company? 😉