By now, you’ve caught wind of the impending Facebook News Feed changes.
If you’re like most organizational leaders, chances are you’ve already started wondering how these algorithmic modifications will affect your company’s digital reach and bottom-line.
You may have added updating your brand’s social strategy to your already overflowing first quarter to-do list.
You may have reached out to a few social savants, hoping to hear that the app changes aren’t as widespread or as impactful as speculated.
You may have considered scrapping Facebook priority all together, fearing that these updates will simply increase your department’s ad spend without offering any additional benefits.
Our message to you: Don’t throw in the proverbial Facebook towel. While the News Feed changes will impact everyone, they aren’t (all) bad.
To remain socially-relevant, competitive brands will need to update their Facebook strategy in accordance with the algorithm changes, but if you know where to focus your efforts, there’s no need to panic.
Why is Facebook changing it’s News Feed?
Let’s start with what the Facebook algorithm changes actually are:
Mark Zuckerberg (Facebook's CEO) announced the planned algorithm changes via a Facebook post on January 11th:
“We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That's why we've always put friends and family at the core of the experience. Research shows that strengthening our relationships improves our well-being and happiness. But recently we've gotten feedback from our community that public content -- posts from businesses, brands and media -- is crowding out the personal moments that lead us to connect more with each other.”
Who else is nodding in agreement? There are currently more ads on my Facebook feed than any other platform.
Adam Mosseri, Facebook's Head of News Feed, participated in a public interview where he outlined the coming algorithm changes in more detail.
Here’s the cliff notes version of Mosseri’s interview:
What do Facebook’s News Feed changes mean for my organization?
Many marketers have started freaking out. Some have even gone as far as dubbing the News Feed changes as the “Facebook Apocalypse” or “Facebook Zero”.
Here are a few specifics regarding how our Facebook News Feed will change in the following weeks:
How should I update my brand’s Facebook strategy?
Like it or not, the algorithmic changes are coming. While we’ll be able to develop more targeted strategy once the Facebook News Feed changes are widespread, here are a few ways you can modify your social strategy to optimize impact:
What Facebook's News Feed changes mean for our future.
Yes, revamping your brand’s social strategy three weeks into the new year is a real pain; however, the Facebook News Feed changes could offer a long-term win-win to both users and organizations alike.
Algorithm modifications promise the potential for some big benefits stemming from the platform overhaul - the possibility of less hate speech, increased difficulty of weaponizing the app, and the much-needed crack down on manipulative clickbait. If Facebook’s changes succeed in cleaning up the digital space, we could see improved user experiences, and maybe even a change, or resurgence, in user demographics. Such modifications could greatly enhance the non-spammy reception of quality brands sharing quality content across their Facebook channels.
If you’re a mission-minded organization willing to integrate necessary, user-focused modifications into your social strategy, Facebook’s News Feed changes are nothing to worry about. Let’s get back to using social media to facilitate meaningful connections.
Becker Digital is a full-service Marketing and Public Relations Agency dedicated to empowering mission-driven organizations to reach their goals. We apply our expertise in community development, social media strategy, and public relations to connect organizational clients with today’s always-scrolling online users.