Most of us are quite aware of the latest Facebook News Feed update. To review, Facebook recently changed its News Feed algorithm with the sole attempt (according to them) to offer users more relevant information from their friends, family, and groups they’ve liked.
Mark Zuckerberg’s take on the change was: “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.”
It seems that Facebook’s latest News Feed tweak won’t be the last aimed towards bringing more interesting topics to people’s timelines and fighting spammy posts.
Don’t Panic – Businesses Can Adapt to this Facebook News Feed Update
So what does this mean for your local business? Since the official announcement of the update, you have probably noticed а drop in your local business page’s organic reach and user engagement metrics, including impressions, page views, user reactions to your posts, comments, video views,and shares. This means that your followers’ news feeds show more photos and videos of a classmate’s newborn baby or a colleague’s summer travel adventure, and fewer updates from your business page.
But there’s no need for you to panic. Whether you’re managing a law firm, a restaurant with multiple locations, or a dental practice, the key to success is to adapt your social media marketing strategy in order to gain advantage from the update.
Тhe latest News Feed update won’t affect you if you keep the following tips in mind:
- Despite the decline in organic reach for business pages, authentic and high-quality content will show higher in News Feed
- Live videos and event updates will rise to the top
- Promoting your Facebook updates will help you grow your audience and re-engage with your current followers
- Interacting within Facebook Groups is what you need. Just look into your News Feed – you will see many posts from the most popular and active groups that you’re a member of, and fewer from the business pages that you follow
Again, Facebook Groups is the key to overcoming the negative effect from Facebook’s News Feed update.
5 Tested Tactics to Navigate the Facebook News Feed
Below we’ve listed five tips and tactics that will help you take advantage of Facebook Groups’ potential, spark a conversation around your brand, and nurture meaningful engagement with Facebook users.
1. Browse for Relevant Industry and Local Groups
Finding active Facebook Groups that are relevant to your industry, location and target audience will help you generate new connections with industry peers and potential customers.
Join industry-focused groups, where you can discuss with other experts the trends, studies, innovations, and events related to your field. For example, Trapped in an Op is a Facebook Group for dental hygienists who share their experiences and opinions on building a career in the dental hygiene niche.
If you’re a pediatrician with a practice in Dallas, Texas you can join local moms’ groups like the one in the example below, and discuss specific treatments, educate, or even inspire the given community.
Use groups to listen to your target audience. You can share your knowledge by replying on users’ requests for recommendations.
2. Create Your Own Facebook Group
As an admin or a moderator of a group you have the power to decide what topics will be drawn to the attention of the given community. Invite your current customers, partners, vendors, and other local businesses to join your community. Just be aware that managing a group requires a lot of commitment and hard work. You should keep your group active by regularly asking questions, sharing tips and informative articles. That way, you can always be at the forefront of group member news feeds, as well as being top-of-mind.
3. Take Advantage of Polls
Polls allow you to ask group members anything you want! Use this free Facebook feature to learn the needs and problems of group members, to better tailor your offerings and provide custom solutions.
4. Use Groups as a Testing Ground for New Ideas
You can get opinions on new products, services, brand logos, colors, or anything related to your business.
Groups are free tools to see user reactions and get feedback on your ideas. This will help you save time and energy, and avoid creating something your customers won’t like in the end.
5. Grow Your Email List with Irresistible Incentives
Groups can help you build an email list for your business.How? That’s easy – just offer freebies to people when they submit their contact information. Incentives may include free webinars, free procedures at your beauty salon, or gift vouchers for a hot drink at your coffee shop.
Create a special post with the offer and pin it to the top in order to make it more visible to new members.
Get Active with Groups and Conquer the Facebook News Feed!
In the long run, this Facebook News Feed update will actually boost small business owners who generate content consistently relevant to their local area.
If you haven’t considered focusing on Facebook Groups as part of your social media marketing strategy, now’s the time to do so! Taking part in community groups can help you show your expertise in the field to prospects, who are seeking valuable information and looking for solutions to their problems. Moreover, by listening and responding to user comments, you will foster engagement and expand the social media presence of your business.
Did reach and user engagement for your business page shrink? Have any experience with, or plans for Facebook Groups? Share your thoughts in the comments.