Facebook are at it again!

Posted on in blog, News

There is only one certainty about Facebook and that is the fact that it will change…regularly change! There are always minor little changes along the way but every now and again Facebook throw a spanner in the works, especially when it comes to Business Pages. Now in fairness, Facebook does give us businesses access to millions of potential customers, but for small businesses who are already time poor, these changes can be very damaging. Firstly, businesses may not be aware of the impact these changes might have on them and then secondly, do they have the time to figure it out and implement the solution? In it’s latest round of changes, Facebook has squeezed business posts out of the newsfeeds of regular profile pages (only about 10% of your Fans will see your posts!!). Now, from a personal point of view that probably isn’t the worst thing because in fairness, my newsfeed was beginning to look more like an advertising reel than a social network for me to stay in touch with friends and family.

So what is Facebook doing then? Firstly, they are trying to create a new revenue channel by pushing businesses towards many of Facebook’s advertising options. The latest being Promoted Posts. Promoted posts appear more regularly and in more newsfeeds than normal posts and this is charged in a similar way to Standard Facebook Adverts. The huge benefit of Promoted Posts over the Standard Adverts is that they appear on mobile handsets. Standard Facebook Adverts appear down the right hand column of your computer screen, but they don’t appear on the much smaller screens of mobile devices which now accounts for just over 50% of Facebook traffic (http://www.comscore.com/Insights/Press_Releases/2012/5/Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior). What else have Facebook done, well they have introduced ‘Interest Lists’. Interest Lists are a new feature that allows users to separate the Pages they have Liked into categories such as ‘Music’. The users can put their favourite music pages into their ‘Music’ Interest List and when they select to view their Music List, only the posts from the Pages within that list are displayed. Sounds good? Well yes it is, again from the end user point of view. However, if your Business Page is put into an Interest List that users don’t frequent too often, then your posts wont be displayed in their Newsfeed. So, what’s the solution? Well, it’s back to basics and the root concept of Facebook, make your posts interesting (interesting to your target market) and engage your clients. By creating engaging content, users are more likely to stay in conversation with you. You also need to let your ‘offline’ customers know that you are on Facebook and allow them join the conversation online. You should also try to educate your Fans about Interest Lists and ask them to implement the following;

How do I create my own interest list?

  1. Go to your Interests page and click the Add Interests button.
  2. Click Create List.
  3. Search for the people or Pages you want to add to your list using the search box at the top of the screen, or use the categories on the left to browse.
  4. After you’ve selected all of the things you want to include on your list, click next.
  5. Pick a name for your list.
  6. Select a privacy setting (learn more). Choose Public if you want others to be able to subscribe to the list you’ve created.
  7. Click Done.

Note: You don’t have to like a Page or subscribe to a person to add them to your list. Adding things to a list and subscribing to a list are independent from liking or subscribing to the Pages and people featured in the list.

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