Have you noticed that the posts on your business pages are now seen by very few users? their visibility has dramatically collapsed for sure. It is all down to the new algorithm of Facebook that has taken over from the Edge Rank, primarily with the aim to persuade companies to invest more in Facebook advertising.
The intention, announced with the first algorithm changes in recent months, is to seek greater interaction between users and companies that actually have interacted with their business pages, especially to promote their products without facilitating discussions and interactions.
In order to improve interaction, the team of Facebook developers has posted rules that affect the visibility of certain types of content or advertisements expressly considered “like-baiting”: post that would include a call to action to buy a product or install an app; posts that reuse the same message of an advertising content and contests without any real context attached to them.
The other types of posts that will also be affected with much lower visibility will be ones with external links (e.g. to your sites or blogs of the company).
The hot news from Forrester Research, a company that conducts market research, has published a report which States that advertising on Facebook and Twitter is basically a waste of time and money. The opportunity for those who know how to create attractive and interesting content for users, are going to be big winners.
Meanwhile, the online PR strategies going forward is to concentrate more on owned channels like your official website and email, and mitigate social information drivers, unless you have really large budget available for online promotion or you have very gifted team of copywriters that can create many different types of interesting content what will likely be shared a lot on Facebook.