What Has Facebook Done?
Facebook recently made some mighty big changes. And those changes have impacted businesses in a not-so-good way. In an effort to make the platform more relevant for individual users, founder Mark Zuckerberg changed Facebook's news feed algorithm to prioritize "friends, family and groups" with less emphasis on branding, businesses and media.
What does that mean for businesses that use Facebook? It's already had an impact. Businesses have already seen a sharp decline in viral posts. Publishers are not gaining the referral traffic they used to. Engagement levels dropped. What a disaster!
Before you go off crying in your beer, you have to realize all is not lost. In fact, in the overall scheme of things, the Facebook changes are a boon for business. Here's why.
It's Not a Surprise
One thing about online marketing hasn't changed. Businesses that spend time building a strong reputation by publishing authoritative, original content consistently gain links and shares over time.
Authoritative evergreen content containing research and references is still king. If you've been publishing content all along, wonderful! If not, you'd better start.
Spelling It Out
If all this talk about algorithms and evergreen content makes your head spin that's OK. Here's what you need to do — blog. You probably already have a blog, but have you published anything on it lately? If yes, what type of content did you publish? If you have no blog, fix that right now. A blog is the most cost-effective tool you can use to publish high-quality content.
But, Your Content...
To gain the most from content, the content you publish must be informative, authoritative, well-researched and, for the most part, evergreen. Evergreen content means it won't become outdated over time.
The content you publish should also be relevant to your business. No sales pitches, though. Here are some examples of high-quality content:
Additional tips: Use a variety of viewpoints to keep your reader's attention and give them a reason to come back. Add two or three government, educational, business and/or organizational website links to add weight to each blog post you publish.
Informative evergreen content blog posts gives your business a reach that grows and keeps growing over time. And that's the kind of reach your business needs.
Goodbye Facebook, Goodbye...
Not so fast. Facebook is still the community building tool for businesses large and small. Don't stop encouraging shares. But, at this point, spend less time on Facebook and more time on your blog. Actually, that's always been the case. Just sayin'.
What do you think about the new Facebook changes? Let me know in the comments section below.