On Friday, Facebook announced more changes to the way in which it selects which of a Page’s posts will appear in the newsfeeds of those who’ve ‘liked’ it.
Facebook say the changes are designed to reduce the amount of promotional posts in users’ newsfeeds, and instead encourage pages to produce more engaging content.
These are the two examples of the kinds of status updates which will, from January 2015, see a much reduced organic reach on Facebook:
Encouraging quality content in itself is no bad thing – organisations and brands should already be striving to do this.
And while this change is probably not as alarming to public sector pages as to those companies whose main purpose is selling products or services – it should be taken as a wake up call that unless we get more creative about our content, nobody is going to see it!
Clearly, Facebook is much more focused these days on encouraging companies to turn to paid advertising and promoted posts. But in the public sector where budgets are squeezed, the main focus has to be on organic reach, which is decreasing all the time.
We hear a lot about PR being the new ‘brand journalism’, and this is an excellent reminder of why that must be our focus.
Facebook has given us a fantastic way to build and participate in communities, reach stakeholders directly and develop positive relationships online. Now we need to work harder to make sure that the content we are producing is relevant, interesting, and of value to our audiences.