Recently, Mark Zuckerberg announced that Facebook would begin shifting towards promoting more content by family and friends and less by companies and brands. He said, “We’re making a major change to how we build Facebook. I’m changing the goal I give our product teams from focusing on helping you find relevant content to help you have more meaningful social interactions.”
When this news came out, most people in the marketing world started to panic! Why? Well, many marketers feared that this would mean the end of organic reach on Facebook forever. However, after taking a deep breath and doing some research we here at Lucent Spot Marketing realized that this might be a good thing. It’s good because now we have the opportunity to get more targeted.
So, what does this latest Facebook announcement mean to me and my business?
Well, this new shift means that you need to step up your game to really engage and interact with your audience in order for your posts to reach consumers. Per Mark’s post, “We built Facebook to help people stay connected and bring us closer together with the people that matter to us. That’s why we’ve always put friends and family at the core of the experience.” This means you have to connect with your audience. One way you can do this is through your content.
How can I enhance my social media content?
The first thing you need to be aware of is what you are selecting to share. We suggest really carefully analyzing your social media plan for 2018. Think hard about what your brand means and says about your practice. Then, select images and posts that people will actually respond too.
What should I post to ensure that people will interact and engage with my business?
- Select an image that is eye-catching.
- Write a captivating message to accompany your post.
- Link, link, link! Use links to send people back to your site or to engaging content.
- Share your latest blog post.
- Use a teaser sentence or tell the person how it will entertain them.
- Comment on people’s comments.
- Tag people and places.
- Have people check-in on Facebook when they come to your office.
- Do Facebook Live.
- Share videos.
- Share your interaction with your patients.
- Hold contests.
- Invest in Facebook advertising.
- Have Fun! Share the fun you have with your practice.
What do I need to adjust or stop doing on social media?
One of the biggest changes you might want to make is to stop posting through third-party companies like HootSuite. I know that it makes it super convenient to just set up your posts and let it ride. But with this newest update, using these types of companies will deter from your posts being seen. Facebook is looking at your posts to see if they are real or organic. If you use these third-party companies, your posts will most likely not get the reach and interaction you are looking for. If you don’t have the time to post, you can always hire social media management company. Here at Lucent Spot, we manage the majority of our client’s social media for them. This way they can focus on their business.
Also, if your posts are currently not getting any likes or interaction, it is probably time to switch up your plan. Facebook has said that posting just to post, will have a negative effect on your business on Facebook. Lastly, do not ask for people to like your page. If you ask for likes or shares, Facebook has stated that it will penalize your page. They have called this “engagement baiting.” Try to avoid using phrases such as, “like this if…”
In conclusion, the only way this Facebook update will affect your business is if you continue to post non-engaging content. The biggest piece of advice we can give is to humanize your social media content. Give your accounts a face. Share pictures of your staff. Do you patients bring you treats? Share pictures and tag your patients. Make your practice fun! The more you interact with your audience, the more reach you will have.
How do you plan to adjust how your social media presence in 2018? Tell us in the comments section below!
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