In the last few years, you may have noticed a surge in Facebook posts from businesses who are trying to push content on social media. This is only one of the many recent changes in social media marketing that’s become part of daily life. Well now, according to The Guardian, there are reports that Facebook is looking to change this system.
Currently, Facebook is testing new algorithms in several countries including Slovakia, Serbia and Sri Lanka, which will push all non-sponsored content to a second feed. The primary feed will be focused on posts from friends and advertisements, or content that’s been paid for.
So what does this mean for businesses who have put a bunch of time and money into their social media departments? This shift will create drastic problems for many businesses, with many already reporting a 60% to 80% decrease in engagement from users.
Facebook released a statement saying, “With all of the possible stories in each person’s feed, we always work to connect people with the posts they find most meaningful. People have told us they want an easier way to see posts from friends and family, so we are testing two separate feeds, one as a dedicated space with posts from friends and family and another as a dedicated space for posts from Pages.”
3 ways to make sure you’re still reaching your audience
So what options do business have with the impending changes from Facebook? Here are three ways to make sure you don’t suffer, and still reach your audience.
1. Make sure you know your audience well and use strategic content
First of all, we should all recognize the difference between posts that work and posts that don’t. Use your content strategically, you can implement an approach that would be better suited for the needs of your audience and potentially have an even further reach. One thing to consider is the level of engagement you want to attract. When you’re sharing more content on Facebook, you may not necessarily be engaging your audience the way you want. Finding the right balance between education and entertainment (“edu-tainment”, if you will) is the key to finding the right posts for Facebook. Not everything belongs on Facebook, and as soon as we learn that, we’re already ahead of the game.
2. Employee advocacy and social selling
One of the more exciting ways to “sell” your business on Facebook is employee advocacy. By mobilizing your team members to be “Social Employees” you begin to utilize their reach to other Facebook users that are not necessarily in your market. It also increases the potential for your message to be heard. In fact, any message coming from a friend or colleague over social is as much as ten times more likely to be heard than a television ad.
Employee advocacy gives your employees an excellent way to brag about their job and talk about all of the things they love about where they work. You can even encourage them to share updates about your brand through their social posts, and with the right tool, this can be an inexpensive and the most effective step in your arsenal. Using a tool like Yip Yip can mobilize all of your team members in a matter of minutes to be social employees on Facebook and company blogs. Plus, the more your employees talk about your company online, they will be even more likely to talk about your brand offline as well. The thing about word-of-mouth is that it often takes place offline. But this kind of plan will encourage the personal kind of engagement you’ll need for word-of-mouth encounters.
What makes Yip Yip such an effective tool is the opportunity for employees to become the voice of your brand and a special kind of marketing branch that will reach further than expected.
While the speed and effectiveness of tools like Yip Yip are huge positives for your company, it’s also insanely inexpensive to use. Yip Yip is three times less expensive than social media ads and 14 times less expensive than most traditional marketing methods. Mobilizing your employees to be your social advocates is the best way to spread brand awareness going forward.
3. Paid Advertising on social
Paid advertising is another way to reach your audience on Facebook. It doesn’t quite have the same reach as employee advocacy on its own, but pairing the two will increase the reach of paid ads. Facebook’s implementation of their new algorithms decreased the organic reach of businesses on social media, which then led to paid advertising taking over and becoming overly expensive.
Things are getting harder, but there’s hope
All in all, things are about to get harder for business marketing on Facebook if they create non-sponsored content. Creating a separate page for “News” will mean these companies will have to find other ways to reach their audience.
Simply, nothing compares to using your employee’s vastly larger networks and reaching all of the new potential users you couldn’t have before. With the implementation of employee networking and paid advertising, your reach could increase even further, but you have to be proactive and find the right tools to help support you in these efforts.
About Yip Yip
We are a one-for-many marketing platform that empowers one person to do the work of many. Schedule, create and post social and blog posts on behalf of your entire team for social selling, recruiting, and employee advocacy.
Our mission is to enable businesses to start selling and marketing with the future in mind. We enable businesses to work smarter, not harder. With Yip Yip, increase ROI on social selling efforts, create more referrals and opportunities and build brand awareness to increase revenues fast. To see how we do this click here.