The January announcement that Facebook would be demoting the organic reach of page posts for the betterment of the overall community sent marketers into a panic. Many brands saw a significant drop in reach the last time Facebook changed its algorithm, so this reaction was warranted. It even led some to proclaim that organic reach is “dead” and that the era of “Facebook Zero” had arrived.
While the changes will undoubtedly have an impact on how updates are served to your audience on Facebook, I don’t think it’s time for a full-fledged panic. Yes, Facebook has evolved into a “pay-to-play” platform. But that doesn’t mean organic reach is unachievable.
Zuckerberg said that Facebook will “prioritize posts that spark conversations and meaningful interactions between people…”
What are “meaningful interactions?” Well, the company provided some pretty specific details about this, too:
In other words, engagement continues to reign supreme. And that’s not necessarily a bad lesson to learn – after all, isn’t engagement what we should be reaching for on our social platforms anyway?
In addition to creating amazing, kick-arse content that resonates with your audience, one way to encourage engagement is to become very proactive about engaging your community in conversations.
A simple strategy for this is to ask the right questions when users leave comments. Rather than simply liking a user comment or replying with a curt “Thank you,” find ways to keep the conversation going. This back and forth will signal to the Facebook algorithm that people are talking about the update and are finding some kind of value in it.
I included 10 sample questions below to give you an idea of what I’m talking about. For the sake of these examples, we’ll pretend like we’re managing a page for an ice cream shop. You can easily apply these to your brand or product…just be sure to adjust the questions based on your product or service and your brand voice.
Notice that all questions will prompt the initial commenter to respond back. Will everyone do it? No, of course not. But I can guarantee that more people will than if you had not asked the follow-up question in the first place.
If you’d like more information about how to tackle Facebook’s newest curve ball, give us a call. We’d love to chat!