In today’s heightened “information now” mentality, the population expects to be engaged across all sectors of the marketplace. Entertainment is on-demand, curated, and recommended; employee retention and productivity requires employees to be actively “engaged” with their work and their employers; in healthcare – patient empowerment, shared decision making, and informed consent through patient engagement are key metrics of success; the 2016 election requires party members’ support, activated grass roots efforts and debate turnouts. Across the board we’re talking about an increasing level of “engagement” from stakeholders.
Facebook announced big changes to its news feed, but what does this mean for businesses?
In a move that took many by surprise, Mark Zuckerberg announced that Facebook is shifting away from news and marketing in favor of social interaction. The news feed has changed dramatically over the years, but this transition seems to be a return to its roots. After all, Facebook has always been a social network. It’s not surprising that they want to show users more personal stories from people they actually know.
Businesses have relied on posting content to their Facebook pages for years, but the seemingly constant changes to the algorithms made it challenging to find a formula that worked consistently. Recently, there has been a noticeable shift in lower engagement with any post using promotional language. Facebook has been making it clear that if businesses are going to promote themselves on Facebook, they’re going to have to pay. Many are saying this change will increase the cost and amount of ads on Facebook. So why bother keeping up with a Facebook business page?
On average 60% of all consumers research a business on Facebook. They’re more likely to make a decision about whether to patronize that business based on what they find there. Some of it is influenced by reviews, but it’s also based on how the business acts on social media. An active page with consistent posts is more appealing. It’s an indication to consumers that a business cares about the image they project online.
Engaging, organic content is the key to beating Facebook at its own game. Gone are the days of highly staged photos and text heavy ads. People want to feel a connection to a business, like they know the story and culture of the company, before they choose to spend their money. This is your opportunity to shine! Showcase what makes your brand unique. Highlight the MVPs on your staff. Give people a behind-the-scenes peek at your workday. Let them know about any community work your business does. Sell them on what makes your company great without having to buy a single ad.
At Enradius, this is the approach we use with our clients. We take the time to get to know each brand’s culture, so we can show the heart of the company on social media. We work to cultivate the relationships of a brand’s online community. We help build a base of loyal fans who actively engage with the brand. We keep an eye on trends to create genuine content that is timely and relevant. We help our clients weather the changes of the social media landscape whether big or small.
– written by Taverlee Laskauskas, Editorial Maven and Social Media Strategist. Contact [email protected].