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What Facebook’s Latest Changes Mean for Small Businesses

what Facebooks latest changes mean for small businesses
Google’s latest update is ruining the Internet! Facebook’s recent change proves it hates brands!
Are we all still panicking about algorithm changes, or have they become part of our new “new normal”?
Either way, Facebook is once again in the news for its latest News Feed changes. In a recent blog post, it announced three updates:

  1. You may now be able to see multiple posts from the same source in a row. Facebook previously had a rule that discouraged this.
  2. Content from friends will appear higher in the News Feed.
  3. Stories about friends liking or commenting on posts will appear lower in the News Feed.

The second update is the one that has brands once again ruffling their feathers. Friends are more important than brands on a social network? Shocking.
Facebook explains:

The second update tries to ensure that content posted directly by the friends you care about, such as photos, videos, status updates or links, will be higher up in News Feed so you are less likely to miss it. If you like to read news or interact with posts from pages you care about, you will still see that content in News Feed. This update tries to make the balance of content the right one for each individual person.

Decoded: Unless your fans really like reading and interacting with your content, your post reach will probably decrease … again.
Which means, if Facebook is an important part of your marketing strategy, and you’re not doing so already, now is the time to focus on the quality of your content.
As it says in the post:

The impact of these changes on your page’s distribution will vary considerably depending on the composition of your audience and your posting activity. In some cases, post reach and referral traffic could potentially decline. Overall, pages should continue to post things that people find meaningful and consider these best practices for driving referral traffic.

Here’s the thing. Algorithm changes happen. For Google, they’re probably happening as I write.
And why do these changes happen? Not to mess with us. Not because these digital giants hate brands. Companies like Facebook and Google make these changes to make their users happy
… so that their users continue to be their users …
… so that they can continue to make money from their users.

They’re a business, just like all of us. So we shouldn’t be surprised when they act like a business.

As businesses and brands, we have to get out of the mindset that algorithm changes mean we should change our strategies.
Instead, we should use these moments to remind ourselves what truly matters: creating strong relationships with our audiences by providing them with the content and information they want and need.

Small businesses have the upper hand here.

Why? Because your stories are powerful and meaningful. You know how to connect with your customers. And you are passionate about the services you provide.
If you can channel that passion into the content you create, the algorithms won’t matter (or at least, they won’t kill us).
Need help channeling that passion? Our free ebook Jargon Rehab will help you create and share content your audiences want to read. Get your free eBook now.


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