Nothing lasts forever. Last week, Facebook made that clear in their announcement they will overhaul their news feed. Brands and businesses will take the hit, as messages and photos posted by family and friends will now be the priority in the elusive Facebook algorithm. Mark Zuckerberg, Facebook co-founder and CEO, announced the changes in his own news feed posting:
If you’re a brand or publisher, this might summarize the state of your current feelings: “Womp, womp.” But as the great LL Cool J said, “When adversity strikes, that’s when you have to be the most calm. Take a step back, stay strong, stay grounded, and press on.”
Here are ways to combat declining reach and continue to build your community and social presence.
1. Continue to encourage Facebook engagement
Regardless of whatever the news feed changes bring, you do not want to give up on a community you built. Continue to post and engage your active Facebook fans. Let them be your bridge to their networks.
Another idea is to warn your followers of the changes and ask them to click the “see posts first in news feed” on your page, especially if they worry about missing something from you.
2. Focus on building your email subscribers
Every digital marketer knows that the most effective strategy is in email. An opted-in customer is a valuable customer.
Don’t have our List Building tool enabled on your site? Now’s the time to make it happen. Email lets you reach your audience directly in their inboxes.
3. Remain active on other social media channels
Facebook is not the end-all, be-all of social. A smart social media strategy looks at the full picture and decides which communities are right for its business.
Are you a news organization pushing out lots of timely content? Invest in Twitter. Are you a cooking blog that posts scores of pictures? Get on Pinterest.
A good place to start is to checkout our list of 7 new social media trends likely to make waves in 2018.
Can you turn your cooking blog into a new YouTube channel? Taking advantage of niche channels is a great way to better target your customer and get more return on your social posts. Need inspiration for where to go? We provide sharing to more than 200+ services.
4. Don’t forget about SEO
It’s easy to get caught up in social and forget about its less sexy counterpart, SEO. But search is still one of the most important discoverability tools on the web. If you’re not paying attention to keywords, SERPs (search engine page results), and all the other key aspects of a good search strategy, you are missing out on a huge opportunity.
Here’s a comprehensive SEO checklist to make sure you cover all your bases.
5. Pay attention to other trends and plan for them
Things move fast on the web and it’s in a marketer’s best interest to stay ahead of the curve. Be sure you plug in to what is new and changing in your industry and are ready to make moves accordingly.
Take this Facebook announcement as an opportunity to reevaluate where you spread your valuable online presence and reprioritize some of your strategies. As mama always said, “it’s never a good idea to put all your eggs in one basket!”