Facebook Rule Changes Mean Conversations Are Key

If you're a business enjoying some success on Facebook, you may soon start to wonder what's just hit you.

The social media giant has recently announced it is changing its algorithms in order to get Facebook users back to what founder Mark Zuckerberg has labelled as ‘more meaningful interactions’. Even by its own admission, it doesn’t want you spending hours and hours on the site leading to ultimately unsatisfying experiences. So they’re changing the goalposts. Facebook is going for quality over quantity.

Facebook hasn’t been shy in informing us that this is likely to be bad news for publishers and for brands who use the platform. Instead of using its algorithms to promote posts, videos and updates from organisations it thinks you’ll be interested in, you’ll see much more from your friends and family once again.

Good news, possibly, for ordinary Joe who just wants to see how John and Charlotte’s new cat is doing (and if you don’t look out for the great 30day ‘snooze’ function you can apply to your really boring friends), but what about all of us at the business end who have come to rely on our efforts on the platform to develop new audiences?

Personally, I’m pretty excited to see how these changes will roll out. Businesses are going to have to think and work harder at developing content that people will want to engage with. Getting John and Charlotte to divert from their new moggie for a second and engage with your own updates becomes even more important. No more will you simply be able to push dull ad-focused content on people in the hope fresh eyes will see it.

Our advice? Don’t abandon the key principles of what works best on social. Facebook will remain an important platform to monitor and, crucially, to engage in. You might just have to think about some fresh ways to do that.

So how are you then going to make a success of Facebook? There is a section of your audience who will remain fiercely loyal. They’ll go and hunt out your content. Don’t disappoint them by giving up on them. Keeping them engaged in conversations is going to be crucial.

Instead of sitting back and allowing the likes and comments to rack up unchecked, you’re going to have to put some time and effort in. That comments section, for example, should be a focus. Respond quickly to queries, thank any praise and address any problems. Show that you’re an organisation that cares about your customer and, importantly, still cares about the platform. You will get your rewards.

Outwardly and mercilessly flogging your wares will win you no favours or fans, not least from Facebook. Think more about the non-transactional value of engaging with this audience. Insight and intelligence might be great start point. Offer that for nothing and enjoy building loyalty that way.

Also, for customer-facing businesses, keep an eye out for those check-ins. These also offer great opportunities to engage. Ask them why they came, what they’re looking forward to, ask them for direct feedback there and then. This is a ‘live’ opportunity to give a customer an holistic experience of your brand. They’re mentioning you because they’re proud to be there or want to be seen by their own Facebook friends in the right place. They’re chasing social validation, just like you. Don’t disappoint them.

And speaking of ‘Live’, Facebook is also heavily hinting that it wants to become the go-to for live video. Conversations stemming from live video or other highly interactive post types will be among those promoted on peoples’ news feeds.

So instead of viewing Facebook’s new approach as a threat to your business, see this as an opportunity to hit the reset button on what you’re doing on the platform. Embrace their new mantra of ‘more meaningful conversations’ and start to develop your plans from there.