Since it appeared on the scene back in 2004 Facebook has been constantly evolving. Initially these changes were beneficial to its rapidly increasing pool of users, and while there were grumbles from those averse to change, few could argue that the adjustments didn’t enhance their overall experience and benefits reaped from the social networking site. Any changes were also implemented with transparency and accompanied by detailed explanations about what was happening, and why.
10 years on, there are still changes taking place, but these days they largely happen behind the scenes and have Facebook’s own best interests at heart rather than that of it’s users. Individuals and businesses alike are becoming increasingly disillusioned with Facebook and its opaque filtering system, which leaves pages’ posts only reaching a fraction of the followers that it used to.
With the majority of Facebook users accumulating an ever-increasing number of friends and liked pages it’s understandable that each one’s activity in their news feed should become diluted. However, it’s the unequal weighting of posts that has given cause for annoyance.
It all started when Facebook started to give pages the option to pay to “boost” their posts. This change was perhaps inevitable in today’s revenue-driven internet, but it heralded the demise of Facebook as an affordable and effective marketing tool for the majority of small businesses and organisations. These days if you want to use Facebook as a reliable way of reaching your customers/followers you need to line Mr Zuckerberg’s pockets.
When pushed on the matter, Facebook asserts that it has had to implement a filtering system in order to insure that its users don’t become inundated with an overload of posts by their ever-increasing number of friends and liked pages. However, this nannying approach has angered many who feel that they are more than capable of managing their own accounts in order to receive posts from the friends and pages that they choose to, and can unfriend/hide/unlike accordingly if they feel they are becoming overwhelmed.
Unfortunately the companies that can actually afford to pay to advertise or have their content boosted on Facebook rarely have anything of interest to share, which means that our newsfeeds have become dominated by banal adverts for companies we already know plenty about, or items that we’ve recently searched for online.
However, while it’s not as easy as it used to be, there are ways to maximise the likelihood of your Facebook posts being seen by your friends and followers without throwing money at it. While Facebook doesn’t shout about how it filters posts, it uses the following algorithm, unofficially known as EdgeRank.
You can read more on how Facebook’s filters news feeds in this interesting article by Tech Crunch.
Just as quality, regularly updated web content is more likely to be picked up by search engines, links to quality, interesting web content are far more likely to make it into your followers’ news feed, and subsequently clicked on, than shallow marketing messages. And if those links come directly from your own website then so much the better.
Like it or not, Facebook is still an effective marketing tool and it’s important for your business to have a presence on there. So, rather than writing it off completely or ploughing money into empty Facebook ads, why not invest in producing some quality content for your website that will not only boost your rankings on Facebook and other social media platforms, but with search engines too.
Don’t have time or specialist skills to produce quality content for your site on a regular basis? Contact Switch Copywriting now to see how we can help.
firstname.lastname@example.org +44(0) 7841 436263