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PRACTICEdevelopment

Important Facebook developments

by Ian McNickle, MBA

I

t should be no surprise that the largest social media site on the planet continues to change and innovate at a rapid pace. It has been very interesting to monitor recent developments and understand their impact for dental practice marketing. Facebook newsfeed algorithm — how to get seen

Last year, Facebook® announced they would be making a change to the newsfeed algorithm so that they could better deliver relevant content to their users. They started to track what users were engaging with (likes and comments) and then gave higher relevance to similar stories being in someone’s newsfeed. This means if someone has liked or commented on a post from your practice, he/she would be more likely to see your posts again in the future. Facebook is essentially trying to understand your interests and match those topics with what would be shown to

you in the future. This is similar to Internet radio stations like Pandora® that learn what you like and attempt to give you more of what you like over time. Earlier this year, Facebook announced another change to take this concept a step further. Now they are going to track how long you interact with an article or piece of content after leaving Facebook. Monitoring engagement time gives them additional insight into what a particular user likes to read and see in their newsfeed.

What does this mean for your practice?

Relevant and engaging content is more important than ever! If a Facebook user clicks on your content and immediately bounces right back to Facebook without taking much time to read it, then this could negatively impact your visibility in the future. On the other hand, if a user goes to your page and takes the time to read the en-

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58 DSP | Spring 2017

Dental Sleep Practice 2017 Spring  
Dental Sleep Practice 2017 Spring