Creating an effective Facebook strategy for your small business — even as the rules change

Facebook strategy

Facebook is pretty notorious for switching up the algorithm it uses for determining what shows up in a user’s news feed. But changes announced by CEO Mark Zuckerberg last month will impact small businesses and brands in a major way. It means we need to be even more intentional about our social media posting strategy to avoid watching the engagement on our pages plummet.

The good news is that these changes are very people-focused, which means that truly impactful content that speaks to users and stimulates conversation will still rise to the top.

So, as “public posts,” including those from businesses, brands and media, become buried, how can you ensure your voice is still heard?

1. Think “audience” rather than “traffic.”

Quality over quantity. A post that goes viral and throws a bunch of clicks your way is great. What’s better is building an engaged community that connects with your content and shares it with their own social networks. Why is that better? Because content from people is going to be weighted more heavily in the News Feed than content from businesses.

2. Be a conversation-starter.

That means focusing on less content that is more thought-provoking. Compel your audience to connect with your posts by commenting, liking or sharing. That doesn’t mean actually asking people to comment, like or share — that’s a dead giveaway that you’re more business and less personal. Instead, your content is going to be so good that people simply can’t help themselves; they’ll have to respond.

3. Go live.

We’ve known for some time that video gains major traction on Facebook. But Zuckerberg mentions that live video in particular creates more interaction than pre-recorded video. If you own a local bakery, try a live video demonstration on how to frost the perfect cupcake. If you own a thrift store, challenge yourself to combing through the store for on-trend styles — how many can you find in one minute? Invite your audience to ask questions and interact personally with those who comment and engage with you. Most of all, have fun with it and let your brand voice shine!

4. Start a group.

A Facebook group is on par with a user’s family and friends and will be given priority space in their news feeds. That’s because groups are considered mini-communities that hold significance for its members. We’re not talking about a “Friends of XYZ Business” group. No, it needs to provide value and connectivity for members. A local bookstore, for example, could start an online book group where members discuss favorite reads.

5. Keep up the ads.

Paying to play is still among the most surefire ways to get your content in front of a wider audience. Boost posts or schedule ads that take into account all the above advice.

If we can assist in any way — help you update your current small business social media plan, perhaps? — we’d love to! Just reach out to us here!

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