So, what does the new facebook algorithm tweak mean for marketers and brands?
First let's examine why this is being done. Ultimately facebook's success is about people using the platform and how much time they spend on it, vis a vis other social platforms. This boils down to relevant content that users want to consume and engage with socially.
More people on the platform who are also spending more time, allows facebook to effectively monetize the platform and claim their impressive reach and attention numbers which translates into Ad revenue.
Lately, I'm sure like myself, you are probably feeling that the sponsored stories and brand related content is overwhelming our friends and family posts.
This is pushing people away from the platform, as the prime reason we are all on facebook is to connect with our loved ones and friends and not to buy stuff and read 'salesy' posts from brands. This is also not in synch with facebook's purpose which is to empower and build communities.
Naturally facebook is concerned and is doing something about it.
The tweak to the algo means facebook will penalize non-relevant branded content by seriously dropping organic reach (which is already very low!) and come down hard on 'salesy' posts.
Given this, marketers and brands need to seriously assess what they are putting out and THINK about their customers and what will connect and resonate with them.
This means respecting the context of the platform and creating content that is in synch with what people want to engage with and share on facebook.
So, in 2018, as a brand, strive to put out useful, helpful and relevant content that your audience wants to consume, comment and share. This is about building real brand relationships and trust. This takes time and patience and a commitment to helping your audience achieve their goals. This is about creating content that is worthy of the platform and truly 'social.'
Then, when you have earned the permission, sometime down the line politely asking for your community's support in buying your product or service is okay. Respect the platform and think of it as very top of funnel awareness and relationship building. Provide real value with your content and see how Facebook rewards you.
About the author
Ashok Miranda is a Business Transformation Architect and founder of Transform and Transcend. He is the author of the book: Culling Culturitis, How To Rid Your Company of this Toxic Disease and Build a Winning Company Culture.
As a speaker, consultant and trainer, he is passionately committed to architecting a better business world by building purpose-driven companies that nurture happy and engaged employees and positively impact peoples lives.
He connects the dots between company culture, branding, marketing and customer experience and works with business leaders, owners, founders and HR professionals to transform their companies for success in the digital age.