The truth about Facebook's recent changes: Nothing changed. You still need a data-driven approach to Facebook - and social media - marketing.
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welcome to another edition of social business unplugged. Practical advice on how to best leverage social media for your business. Now the host of social business Unplugged, author of the forthcoming book Maximize Your Social, published by Wiley and founder of Maximize Social Business Neal Shaper. Greetings, everybody. This is Neil Shaefer again. And welcome to another episode of social business unplugged. I always try to record these when I'm on the road and today I'm actually coming to you from San Antonio, Texas, where I spoke this morning, Thio Cos the health care industry on how to maximize linked in for sales and for their business in general. And of all the times I've recorded this podcast, this is the first I'm actually in a car that is taking me to the airport, Believe it or not, so you hear something in the background is probably air conditioning because it was like 100 14 crease here yesterday. But anyway, this just goes to show you that if you have a few minutes, you can record one of these podcasts or right a block post anywhere you are in the world. But today I want to talk about the latest changes in Facebook because if there was any one thing that set the social media marketing world ablaze this week, it was Facebook's announcements about what they're doing with their news feed. And it's interesting because obviously, Facebook has been notoriously silent about how they tweak what we call the edge ring or the algorithm that decides what appears in your Facebook news feed. But you know what? It's no different than Google. I mean, if Google announced the exact algorithm of how they determine what gets put up on the top of Google search results, a lot of people going to try to do that. So what Facebook is doing is very similar to what Google's done. And there have been a number of public announcements from Google about that they value, you know, frequent updating and fresh content and authoritative links. And what have you so in that aspect, it's really no different, and there's already people saying, Oh, is that the death of Ej Rincon? But you know, in all reality what you do on Facebook as a result of what the announcements were this week, really, honesty doesn't change, and I've already seen some block political. These are the five things you need to do to adapt to the new Facebook algorithm. And I mean, really Facebook uses an algorithm. OK, they want you to come back to the site more. They want to expose content that they think that you will like, because you'll spend more time on the site and therefore they're gonna sell you, or they're gonna be able to get more advertising revenue because you're on the site longer. What have you? And in fact, the more you engage with content, the better they know you and the more targeted ads they conserve you, meaning that they're gonna maximize their profits Well, But taking one step back, you know what Facebook basically says or what they said in the recent announcement. And if you understand the way that EJ rank works, you have that you know, the famous triangle of time, decay, affinity and wait. Now, interestingly on Facebook did not say anything about wait. They did not say anything about the different types of posts. For instance, comparing a status update with a link with a photo with the video. What have you You should know, though, that Facebook no longer is letting people or pages ask questions, and that was always actually very, very engaging piece of content on Facebook. But, you know, perhaps the weight of the content just really isn't that important anymore, because I don't know if you've noticed. But if you've done experiments on Facebook recently, I find that just sending out the good old status update gets, you know, 4 to 5 times Maur impressions, then sending out a photo or a video. And perhaps Facebook has found a nice balance that says you can send out all the photos you want, But unless people really engage with him, you're not gonna get nearly as many impressions as you get with just sending out a unique status update which forces you to be creative and forces you to be engaging. But the notion of time, decay and the notion of affinity has always been there. So what Facebook announced they were gonna do was something called story bumping. And what story bumping is is. Sometimes you just glance over post. You don't have time. You're on your mobile Facebook. For 30 seconds, you glance over something and you have to turn off your phone for whatever reason, we have a business appointment. What have you and what Facebook is basically saying is we think we know what Post you're gonna engage with. And we're gonna make sure that you see those posts even if you glance over them. So what they're doing is basically reintroducing these posts into your news feed. Really? From a Facebook page manager's perspective, this doesn't change anything at all. It just means that there's a greater chance that your content it's engaging is gonna be seen by more people. Now I mentioned that the way we look at a drink, there's always been this notion of time decay. So in essence, the time decay is not as important a factor or the time ticking in terms of a Facebook post, only having a few hours of life. Now, how's a bit more legs to it? What does it mean for you? Well, nothing's changed. Every Facebook post counts. You still need to create engaging content that people are going to like common share and what have you? The other thing that Facebook announced was something called Last actor and what last actor is we're now looking at the affinity a drink always had affinity, which is what is the relationship between you and the creator of the content, whether be a person or page. So at last doctor is basically doing instead of saying, Well, we're looking at the affinity of everybody. Last actor is basically taken a defined number that says We're looking at the last 50 people or pages that you interacted with, and based on that, that's going to sort of affect what you see. So you may have great affinity with something, but if you haven't interacted with them recently or in the last 50 interactions, that's definitely going to effect the way that you're content is being seen in the news feeds of other people. So once again as a Facebook page manager, nothing changes. You'd still need to be consistently creating engaging content. I think one thing that may change and you never know what the real objective is that Facebook house, because, like Google, they're never gonna share the inner workings of what they're doing. I know that with my own page, maximize social business as well as the pages of some others. Just about august 1st at the beginning of the month. Just a few days before this announcement, we already saw that engagement was actually dropping. So perhaps this is the way of saying, Hey, friends are gonna get better. Engagement pages aren't gonna get as good of engagement. Maybe it's a way of pushing more and more companies to doom or promoted posts to increase that last actor rank to increase the affinity with your fans. And this has been a tactic of promoting specific post that Avery engaging. It's been a tactic of social media marketers all along. Maybe we're gonna have to use that a little bit more now, but time will tell. And just like anything else with Facebook, the only way to find out how well you're doing it's looking, or analytics, whether it's Facebook insights, whether you use something that EJ rank checker, which I recommend, or recently, this free tool called calm foe that I blogged about a maximize social business that you should definitely be checking out of. Well, you have to have a data driven approach, the social media, and therefore don't listen to all the hype. Look at your data. The data doesn't lie. It will lead you the way But once again, as I said, a lot of hoopla out there in the blogosphere about the Facebook changes. It is a tweak to a drink. Facebook is saying. EJ rank as it is, doesn't exist anymore. There's still an algorithm. That drink was the name of the algorithm. Maybe the algorithm doesn't have a name anymore, but there's still an algorithm that exists. And that is still gonna be the battle for all of our businesses to figure out how to optimize our presence on Facebook, to be seen by more of our fans. Just like we need to optimize our websites to be seen by more people doing searches. Four. Our products and service is on Google. Hey, that's it for another edition of Social Business Unplugged. I hope you enjoy this. In fact, right now, I'm actually arriving at the San Antonio Report for my ride home. Well, I shouldn't say my ride home airplane ride home, so it's time for me to go. Hope you enjoyed it. Appreciate all the ratings on iTunes. Once again, if there's anything you want me to cover on social business, unplug. Feel free to reach out to me by email or by just contacted me. Twitter. LinkedIn, Facebook. Check me out. Maximize social business dot com. You'll find out where I am. Things get everybody have a great day. Thanks for listening to another edition of social business Unplugged. We appreciate your subscribing to our podcast and adding your rating and comments in iTunes. If you would like to appear on this podcast or of content that you would like covered, please contact Neil Schaefer. Kneel at Maximize social business dot com for additional social media. For business advice, please make sure to check out your new social media for business resource at maximized social business dot com. Thanks again and make it a great day, right bye.