As marketers, we can get pretty comfortable identifying content and messaging that we feel confident pushing to our target audiences, but that scenario no longer fits the Facebook mold. With Facebook’s new algorithm change, we’re now relying on users to come to us—to single out our brand from among all of the other available content. This is a long shot at best, but if you’re still insisting on reaching your Facebook audience from the inside (i.e. playing by Facebook’s rules), then you have to start by asking yourself what your Facebook users want. People use Facebook to stay connected to others, to create and control their personas, and to find news, new ideas, or entertainment. So, if this is primarily how the medium is used, how is your content going to meet these needs?
Will your content enhance the goal of being connected?
Will your content sync with the user’s self-image or persona?
Will your content be useful, engaging, or entertaining enough to be deemed important?
Be honest. It’s likely that your brand’s content doesn’t meet any of these needs because many products and services we use have absolutely nothing to do with our individual need for belonging, our self-representation, or entertainment. I can totally love my electrician and never “like” his company on Facebook or ever share a single post. BUT I might find a really useful DIY article about replacing an outlet written by his company that I will share with my DIY family and friends…which helps me stay connected and promotes my self-image of someone who knows how to solve problems. So, while it doesn’t make sense for me to seek out this information from within Facebook, it does make sense for me to find it outside of Facebook and bring it in.
Writing a really useful blog on how to replace an outlet and optimizing that blog for search engines makes much more sense than hoping a Facebook user will visit my business page. That would be like watching a TV channel that only shows commercials. People don’t watch TV for the commercials, and people don’t use Facebook to find marketing content. It’s just not the right tool for the job. That’s why our advice is to focus more on strategic content and SEO than on trying to play the Facebook algorithm game.
Want to learn more? Read our previous blogs in this series: Facebook Algorithm Change: What Does It Mean for Businesses? and Will Facebook’s “See First” News Feed Preference Put Businesses Back on Top? or download Facebook Algorithm Change: Tips for Businesses.
To learn more about Wavelength’s full line of services, visit www.wavelengthresults.com or call Gary at Wavelength at 717-823-6939.