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What’s Changing with Facebook

November 5th marks a change in the way that you will be able to gain new likes.  Until now, it’s been popular to incentivize people to like your page.  Bloggers love to use the Facebook like as a giveaway entry.  It’s a great way to grow the number of likes for a fan page.  Others may entice potential fans by hiding the content of their fan page until the like button is clicked.  While, in theory, this is a good way to gain interested followers, it’s going away.

Facebook No More Like Gate

In a Facebook developer blog post, this is what Facebook had to say:

You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your app’s Page. To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.

Plain and simple, this means you are going to have to work to be sure that the right people are liking your page.  Facebook is putting a stop to the easiest way for you to grow your number of fans.  It seems like Facebook is becoming a little controlling.  We talked, in an earlier post, about the Facebook algorithm change and how it affects your page.  Now, they won’t let you bait folks into liking your page.  What’s the deal?

How Like Gating Hurts You

Plain and simple, if people are coming to your page and clicking the like button on the off chance they might win a tablet or coffee maker, they aren’t interested in your content.  They can unlike as quick as they liked.  The same goes for any incentive that you offer for a like.  It’s a reward and people that are liking your page just for the reward are not true fans and are probably not interested in anything you have to say.  The odds that they will ever return are not in your favor.

Think about it this way:  if  you did a Google search for laptop giveaways and we came up in the search, giving away a brand new laptop, we’d have your attention.  Right?  Sure!  Then you enter and the first entry requires  you to like our Facebook page.  That’s easy.  We’ve included a button and you don’t even have to leave the page you are on.  Click and done.  Later on, you see us in your news feed.  We’re posting articles about Facebook image sizes and that has nothing to do with you or anything that you are interested in.  You are going to do one of two things.

  1. You will hide us from your newsfeed or
  2. You will unlike our page

Neither of these is helpful to us an now you see us as being spammy and you tell your friends about it.  Not good.

How Facebook is Helping You

While it may seem that Facebook is taking away a legitimate way to grow your number of fans, that’s not really true.  Your numbers might increase but what is their why?  Are they liking your page just to get something for free or as a contest entry?  If so, chances are that they don’t really care about what you are posting.  They will either unlike your page or won’t be returning to see what else you share.  You aren’t gaining fans that are relevant.

So, what Facebook is actually doing is help you to gain fans that are interested in you, your business and your brand.  They are showing you how many fans are not relevant and where you can grow and change for continued growth.  It’s a great opportunity to take on the challenge of posting relevant content.  Consider starting a business blog (or picking back up where you left off) and sharing your posts on Facebook.  Fresh eyes on any content is never a bad thing.

How can you take advantage of this Facebook like gate change?  Where will this take your business?  How can we help?

 

 

 

What Facebook Says

There has been yet another algorithm change to the Facebook newsfeed.  According to Facebook they are listening to what users are saying and have found a way to keep relevant, high quality content at the forefront.  But how?

Facebook New Alogrithm

Here’s a snippet from a post on Facebook for Business:

While the goal of News Feed is to show high quality posts to people, we wanted to better understand what high quality means. To do this we decided to develop a new algorithm to factor into News Feed. To develop it, we first surveyed thousands of people to understand what factors make posts from Pages high quality. Some of the questions we asked included:
  • Is this timely and relevant content?
  • Is this content from a source you would trust?
  • Would you share it with friends or recommend it to others?
  • Is the content genuinely interesting to you or is it trying to game News Feed distribution? (e.g., asking for people to like the content)
  • Would you call this a low quality post or meme?
  • Would you complain about seeing this content in your News Feed?
We used the results of this survey to build a new machine learning system to detect content defined as high quality. The system uses over a thousand different factors, such as how frequently content from a certain Page is reported as low quality (e.g., hiding a Page post), how complete the Page profile is, and whether the fan base for a particular Page overlaps with the fan base of other known high quality Pages. Coming up with an algorithm to detect this is complex, and we will continue to refine it as we get more feedback.

Ultimately what’s happening is Facebook’s new “machine” decides what’s timely, relevant and trustworthy.  If your content fits the bill, people will see it.  If you’re sharing memes, begging for likes and shares or sharing what Facebook deems as junk, your posts will not get the same traction they once did.  Why?  Because Facebook simply won’t show it to anyone.  These posts won’t make it past your business page’s wall.

What Does it All Mean?

If you’re not sharing junk, you’re fine.  Keep on keeping on.  You shouldn’t change anything unless you want to.  Keep posting good quality content that people will like and share.  No gimmicks.  You’re golden!

If you are posting meme’s, eCards and other low quality content, just to garner engagement, stop.  It does you no good.  You’re going to be forced to think about what you share.  Think before posting.  Put some effort into your updates.  A little planning and some good content and you’re game will totally be changed.  It doesn’t mean what you’re doing is wrong, it just means that Facebook doesn’t like it.

Here’s a question:  The people that like your page because you share memes and cat pictures…are they actually helping your business?  No, they aren’t.  So, they are not your target audience and you don’t want to market to them anyway.  You have to know your audience; your customers.  Who buys what you’re selling?  Those are the people you want to like your page.  They are the ones that will stick around to find out what you  have to say.  Changing up your posting practices will open up the possibility of your page being seen by the right people.

Confused about the change?  Don’t know how to match your content to your audience?  Wondering how to get your posts in front of more eyes?  Let us help.  Call today and set up a consultation.