Facebook and Google. Two of the most powerful companies in the world. If you're an online marketer, you tend to pay attention to what they do.
Facebook announced a change at the end of June 2016 that will probably impact your business. Personally, I like the change because it favours humans over businesses. That being said, businesses may not be happy about it.
Simply put, the change is in Facebook's news feed, where there will be more focus on news from friends and family and less on news from pages you like (i.e. businesses). For businesses, this means you'll probably get less exposure for your posts. Oh joy.
Lots of business owners will be crying about this. Posts from pages have been getting less and less exposure since Facebook started. Advertising is an important revenue stream for Facebook, so this move has been seen as yet another way for Facebook to encourage businesses to pay for more exposure. Get people hooked on the platform, then take away what used to be free and make businesses pay. Perfectly logical move.
In their defense, Facebook did say this change will impact your business less if your content is shared more. In other words, if you craft wonderful content that people find immensely useful, entertaining, stimulating or enraging, if those people share your content then you'll likely continue to get decent exposure. Otherwise, chances are your reach will diminish.
This is nothing new. If you've known me long enough, you'll have heard me rant about how businesses rely too much on social media and the latest-greatest platforms to get more exposure. From my perspective, companies should be working diligently on creating an online presence that is under their control. Namely, building great, content-rich websites that serve the needs of their customers and prospects well, and building and leveraging their own email lists. Focus on the things you can control and improve the most, then use social media tools to further broadcast what it is you do.
I believe there is more inherent value in this approach. What do you think? Please let me know your thoughts.
If you liked this article and think others would benefit from reading it, please SHARE it on Facebook instead of liking it. Content that is shared will be seen more than content that is liked. Creating content that is share-worthy is how businesses will continue to get organic exposure on Facebook. There's your takeaway. Now go do something awesome!