???? Newflash! Facebook has identified a new kind of spam: Engagement baiting. If you ask your friends/fans/followers to react, comment, share, tag or vote on a post as a way to bump the post to the top of people's News Feed, you’ll actually have the *opposite* effect now: those types of posts will get demoted in News Feed. ???? “Engagement baiting” is a tactic used by publishers on both personal profiles and business pages to ‘game’ Facebook’s algorithms, which typically reward posts that get better engagement by showing them to more people. ???????? Starting this week, Facebook will begin DEMOTING individual posts in News Feed from people and Pages that use engagement bait. Plus, over the coming weeks, Facebook will roll out stricter demotions for Pages that repeatedly use engagement bait to “artificially” gain extra reach in News Feed. See the official announcement here: News Feed FYI: Fighting Engagement Bait on Facebook https://newsroom.fb.com/news/2017/12/news-feed-fyi-fighting-engagement-bait-on-facebook/ Also, in the News Feed Publisher Guidelines, Facebook further clarifies, “We will start with posts in English that use engagement bait and plan to roll this out to other languages in 2018.” https://www.facebook.com/help/publisher/newsfeedguidelines ➡️ HOW WILL THIS AFFECT YOUR BUSINESS PAGE? ???? If you use engagement bait tactics in your posts, expect reach on those posts to decrease. ???? If you repeatedly use engagement bait tactics, your Page will see significant drops in reach. ➡️ Yes, you can still use COMMENT TRIGGER words with a Messenger bot! You should be just fine with regular reach as usual, so long as your posts and the comment trigger word process is entirely AUTHENTIC. Not spammy. Not gimmicky. Not trying to game the algorithms. Facebook Post and Facebook Live comment triggers ➡️ Yes, you can still do CONTESTS on your Business Page! If you ask your fans/followers to like/react or comment in order to enter your drawing/sweepstakes/contests, this is just fine as usual. You cannot ask people to share your contest post in order to enter the contest. Remember, this rule has been in place for some time and it’s to help protect those profiles who have their privacy set to ‘friends only,’ for example - their share of your contest post would not be included as a contest entry. ➡️ What you can do to avoid your posts getting demoted: ✅ Focus on posting RELEVANT, MEANINGFUL and AUTHENTIC posts for your friends/fans/followers. ✅ Stay away from click-bait type headlines and stay away from inauthentic engagement-bait tactics as a way to try and ‘game’ Facebook’s algorithms. ✅ For posts that genuinely get organic reach, these are still just fine: ????Examples on personal profiles include posts that are asking for tips/recommendations, fundraising/causes, missing child reports, all your own personal posts to the degree you are comfortable, etc. ????Examples on pages include sharing your expertise, value-adding posts, breaking real news, educational posts, inspiring posts, entertaining posts, etc. ????
???? ???? MAJOR Facebook News Feed changes announced by Mark Zuckerberg today. What does it mean? Here's a few excerpts from Zuck's post with my translations added: ❝...we're making a major change to how we build Facebook. I'm changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.❞ ????Translation: business content that creates *community* will be favored. ❝...you'll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard -- it should encourage meaningful interactions between people.❞ ????Translation: see above! ❝...there are many tight-knit communities around TV shows and sports teams. We've seen people interact way more around live videos than regular ones.❞ ????Translation: Facebook will continue to aggressively grow it's Watch digital television platform and favor content in the News Feed from shows and live broadcasts, particularly regular episodic content. (Per another recent News Feed algorithm change Facebook made that favors video content where viewers come back to watch week after week). ❝...too often today, watching video, reading news or getting a page update is just a passive experience.❞ ????Translation: Facebook is gearing up to establish large, vibrant, engaged, realtime communities watching the same events simultaneously. This will provide a fabulous opportunity for advertisers to shift more of their budget away from TV to Facebook. Okay, per Sheryl Sandberg, it can still be both and: TV + Facebook. (Uh, exclusive streaming rights for the SuperBowl? Ha. #MaybeOneDay) Remember, Facebook is heavily focusing on VIDEO/LIVE + MOBILE + COMMUNITIES. The second Facebook Communities Summit is coming up in London, UK in just a few weeks (Feb 8 & 9). These in-person Summits are designed to "celebrate community leaders who are using Facebook to bring people together." Oh, that's Facebook's revised mission statement, right?! ???? Folks, this is a pretty HUGE update today. Sigh. "Facebook Zero," here we come... it was always on the cards. That is, to see solid ROI on Facebook, businesses must invest in ads. The good news, though, is advertising done properly on Facebook and Instagram can dramatically grow your business. ???????? ???? Your thoughts? I'll hop on FB Live soon to discuss more in-depth.
5 key areas of Facebook posts to test: Frequency, Timing, Type, Length, @ tags. #smmw14