Businesses need to keep a close eye on the metrics from their Facebook pages in the next few months.
You may see your figures fall and be left wondering why they’re down, despite the fact you regularly publish engaging content.
What’s changed? Facebook made two key changes in October which could have a big impact on how people interact with your page.
Goodbye to grey badges on Facebook pages
On October 30, it removed all of its grey badges which verified pages as belonging to a specific business.
This came after users said they had been confused about the difference between the grey badges and the blue ones which have stricter verification criteria.
They had tended to be used by public figures, media companies, and well-known brands,
In future, businesses which want to be verified will have to abide by the stricter standards needed to get a blue badge.
Businesses with grey ticks are being warned to ensure their page profile is complete and has up-to-date information, a profile picture, and the correct contact information.
What difference could this make? It’s all about establishing the credibility of your business and the content you share. It will be interesting to see if not having a blue badge will affect page likes and content reach.
Changes to its organic reach calculations
Something which could have a bigger impact on reach is Facebook’s change to the way it calculates organic page impressions.
The reach calculations are being changed to fall into line with how it shows advertising reach.
The change focuses on cutting the number of duplicates from the same person visiting your page or specific posts in your news feed multiple times. It should make the figures more representative of the number of people who have actually seen your content.
It could also mean, though, that your numbers will drop.
So, what could you do to win back organic reach?
Look at your metrics – See how the changes are impacting what you’re doing and look at whether they are having an effect on the reach of your page and posts, and the engagement your posts get. Tracking that will help you decide what to share and when to share it and whether you need an advertising push to promote your page.
Use Stories – This function has prime place in your feed and notifies your followers that you have added to it. That helps to promote your content and boost engagement.
Create the sort of content your followers love – Make sure you know what really engages your tribe. Revisit your customer personas or avatars and look at how you solve their problems, then tell that story.
Create a group experience – Create a Facebook group based on your page with active followers who interact with your content regularly. Make it your business’s Facebook family. This should help you ensure good reach and engagement.
Do you need help with your Facebook page? Call us on 01443 571375 or get in touch here.
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