Listening to The Edge 102 radio station yesterday, I heard a DJ say something very interesting.
"Facebook has made a huge mistake with their new algorithm. We used to get over 7000 viewers for our daily Facebook Live Event, now we're lucky if we hit 3000."
This change has resulted in mixed reaction from the marketing world. Most people are afraid of how this is going to impact their business.
On January 11th, Facebook announced that they would be drastically changing their news feed, prioritizing "friends, family, and groups". This makes it much more difficult for your brand or business to organically reach your audience.
“As we roll this out,” says Zuckerberg, “You’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard—it should encourage meaningful interactions between people.” While he fully admits that this change will result in your business having to work much harder to reach your intended audience, without paid ads.
So how can your business or clinic continue to reach customers and potential patients on Facebook?
Nobody truly knows how this change will actually impact business, there are ways that you can continue to reach your user base.
Post engaging content that encourages and drives comments
If you listen to what Zuckerberg said regarding creating "meaningful interaction", he really meant comments and more comments.
“Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.” says the Facebook CEO.
What's he saying? Brands and business must create content that sparks conversation between users. Ask questions and speak about current and relevant topics that people are talking about right now. Why? With this new change, people are more likely to see your content if friends and family have commented on it.
Encourage current customers or patients to follow your Facebook page
Do you have a sign on your front desk telling people to follow your social media channels? All of our customers are encouraged to put out a sign as well as verbally ask people to follow them. If you are great at what you do, people will want to follow you. And don't forget to include the URL of your pages on the sign. Including them on your business card is obviously mandatory, but having a sign in front of them is a great reminder.
Are you doing Facebook Ads?
Facebook organic reach has been declining for many years, while the amount of Facebook advertisers has skyrocketed. Never before in the history of marketing has it been this cost effective to reach such a hyper targeted audience. You think magazine advertisers had it this easy? Think again. And stop being cheap and start paying for Facebook ads. You gotta spend money to make money ;)
Create a Facebook Group for your business or clinic
Do you have a Facebook Group? Think a support group for patients or customers to engage with each other within. Some people will shy away from joining, but it will surprise you as to how many people will be interested and be excited to engage with other people.
Just remember, the only constant is change. Don't be afraid, embrace it.
"Empty your mind, be formless, shapeless — like water. Now you put water in a cup, it becomes the cup; You put water into a bottle it becomes the bottle; You put it in a teapot it becomes the teapot. Nowwater can flow or it can crash. Be water, my friend." as the great Bruce Lee said.
If you need help increasing the results that you're getting from Social Media, contact our team at firstname.lastname@example.org . We're passionate about everything social.