FACEBOOK PLAYBOOK 10 Strategies for Getting the Most out of Facebook’s Newest Algorithm by Tracy Wisneski It’s happening again! Facebook is using a new algorithm that is once again limiting business page content in the newsfeed and reshaping how we interact with our target audiences. The Facebook Zero of 2018 is the third or fourth time that brand page organic reach has been greatly limited by Facebook algorithm changes since the first major cut in 2012. Before you throw your hands up in despair, frustration or anger, remember Facebook is a business. It is their job to fine tune their business model and keep their base users pleased. In fact, according to Mark Zuckerberg’s post on Jan. 11, 2018, the goal of this latest algorithm is to build engagement and user satisfaction. Beyond rationalizing the purpose of the latest changes, it’s important to consider Facebook’s AMU (active monthly users) eclipses that of the other social media networks with over 2.2 billion users. By comparison, there are 813 million AMUs on Instagram (owned by Facebook), 330 million on Twitter and 260 million on LinkedIn.* When you consider how many prospects are using Facebook, the rich targeting tools available for ads and examine the cost-effectiveness of the platform when compared to traditional marketing, you’ll likely settle into the reality that it’s just too strong a resource to warrant sitting it out. So, let’s move on to the strategies for how to maximize your Facebook presence considering the recent algorithm changes. The key part of Zuckerberg’s Jan. 11 post that should help inform your Facebook strategy is “…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. For example, there are many tight-knit communities around TV shows and sports teams. We’ve seen people interact way more around live videos than regular ones. Some news helps start conversations on important issues. But too often today, watching video, reading news or getting a page update is just a passive experience.” tamparealtors.org
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