Yes, Facebook has updated its Algorithm again and everyone is heading for the panic button! KEEP CALM!
This new update by Facebook is actually good news! (Even if you’re in the “news” business)
According to the announcement:
“The specific impact on your Page’s distribution and other metrics may vary depending on the composition of your audience. For example, if a lot of your referral traffic is the result of people sharing your content and their friends liking and commenting on it, there will be less of an impact than if the majority of your traffic comes directly through Page posts.”
This is simply a better opportunity for your organization to fine-tune your online engagement strategy. This shouldn’t have a very drastic impact on your traffic because the majority of Facebook traffic comes from other people posting and sharing your stories. Think about amount of traffic you get via posts from your own Facebook page. It’s probably much smaller in comparison.
Any good Social Media strategist will tell you that the secret to engagement is in connecting with real people online, not just spoon-feeding them information.
For example, in its press announcement, the first “value” that Facebook claims its News Feed is based off of is that friends and family come first. The second is that the feed should be informative—though what one person finds informative might be different from what another person does. And the third is that the News Feed should entertain.
In other words, you have to meet people where they are. Finding that connection means drilling down to where users’ “values” are and toward what end each individual is influenced by friends and family. Finding that community of connection is what Facebook has always been about.
And that is what all Social Media should be about: Individuals talking to individuals, building online communities; not anonymous banter mindlessly put forth to create outrage and paranoia.
The new Facebook Algorithm is putting social value back into social media. The connection for your site is there, you just need to find it. It’s good news for journalists and it’s good news for the publishing business. Quality over quantity.
Take a breath… and find the communities most interested in your work.