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Facebook searches for authenticity, will your business page pass muster?

You may have heard about some new updates to Facebook’s algorithms, the ones that look at the content on pages and profiles and decide what is relevant, what is shown to your fans and what is not.

According to their update post:
“With this update, we’re adding new universal signals to determine whether a post might be authentic. To do this, we categorized Pages to identify whether or not they were posting spam or trying to game feed by doing things like asking for likes, comments or shares. We then used posts from these Pages to train a model that continuously identifies whether posts from other Pages are likely to be authentic. For example, if Page posts are often being hidden by people reading them, that’s a signal that it might not be authentic.”

So if you ask for likes, comments or shares, you could be reducing how many people see your posts. You could even end up labeled a spammer. The new model is looking to see if you do these things, and also if your posts are being hidden by your readers.

In addition to this “ranking” Facebook is now looking at real-time interest in topics. So, if your fans are interested in the Patriots and Falcon’s game this weekend and you post something relevant to them, your post may show to more fans and higher in their feed. However, that content needs to be authentically relevant to them, not click-baiting, asking for likes, shares or comments.

What to do?

  • You should already be focusing your attention on creating and sharing content that is authentic.
  • No fake news, so check every source and verify before you share.
  • Give a lot of thought to what your audience wants to hear and talk about.
  • Practice generosity, give as much value as you possibly can.
  • Start conversations with open-ended questions rather than saying “add your comments!”, “Share this with your friends” etc.
  • Encourage user feedback on your content, ask fans what they’d like to see more or less of.
  • Make sure that the pages you link out to will be really relevant to your fans. If they bounce off the page in seconds, Facebook will deem that content irrelevant.
  • Watch your page insights to see what people are responding to. Do more of that.
  • Use your other social outlets, your blog, and email list to learn more about what people will enjoy on your page.

What strategies have worked for you on your page to keep fans engaged? Let me know in the comments!

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