Once again Facebook is placing a throttle on businesses and their Facebook Page promotional posts as well as giving users more tools to block branded content. And once again the media and big brands are crying foul albeit not as loud as in the past.
This really should not be a surprise and it certainly is no reason to panic or abandon your Facebook presence. It actually provides a great opportunity for small businesses that do things right with both their content and Facebook ads.
First, let’s not forget that this has been an ongoing trend for several years. For instance in 2013 Noah Mallin wrote about the changes to Facebook’s algorithm that continued a trend, started in 2011, of less visibility for business and brand page posts.
The difference this time is that Facebook is essentially killing off all visibility for posts that look like and sound like ads or promotions. Why? Besides user experience, they have an ever-improving self-serve mechanism to buy those placements. So it is to be expected that they would steer (or force) brands and businesses in that direction.
So what is a small business owner to do? Has the time and effort you have placed in Facebook gone to waste? If you have not begun your Facebook presence should you stop before you start? No and no.
Regardless of what Facebook decides to do with brand post visibility now and in the future, your customers and prospects expect to find you on Facebook (and depending on your business other relevant social networks too). It’s the equivalent of an expectation for a Website. Your online presence helps people find you.
The best way to adjust to these reductions is to shift away from promotions and ads and move toward conversations and conversions. Providing valuable information, featuring your customers and general social storytelling done right will keep you relevant and visible and most important encourage social sharing and keep customers flowing to you.
