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Keeping a Loose Leash with Facebook Changes

Chances are you’ve heard of the news feed changes on Facebook, and you’ve most likely already seen the impact on your business page’s engagement. In case you missed it, in an attempt to help spark meaningful interactions between users, organic brand messaging will carry less prioritization on Facebook’s news feed. Facebook Founder and CEO Mark Zuckerberg posted on Facebook, “the most important thing Facebook can do — help us connect with each other.”

Though it can feel like Facebook is tightening the leash for brands, making it harder to connect with potential and current customers and clients, it can be viewed a different way. If Facebook is looking for meaningful interactions, then brands simply need to ensure they are posting insightful messaging that sparks engagement and conversation between users. Here are a few ways your business can keep a loose leash with the new changes:

Give your brand a personality.
This is something we’ve always recommended, no matter the social media platform rules and regulations. Humanizing your brand and letting your audience know there are people behind the company name makes users want to interact with your business more. Show them your employees, talk about fun milestones and events in the office and allow the voices of your staff to be heard on social media.

Let customers know how to see your content first.
Although the new changes will reduce the number of people that see and interact with your posts, those who like and follow your page are still able to see your content first if they choose to. Encourage loyal customers to follow your page and opt to see your content first in their news feeds. One note of caution: in order to make sure your account doesn’t look spammy, refrain from asking this of your users often. Below is a screenshot of how to opt into this.

Ask thought-provoking questions.
One of the best ways to start a conversation online is to simply ask a question about something your audience is interested in. Call to actions are great and driving people to your website is even better, but when you’re looking specifically for engagement on social media, asking people thoughtful questions will hold more weight with the Facebook changes than posting “Tag a Friend!” or “Like and Share.”

Consider going live.
Posting a video gains more reach and often more engagement than a normal photo or post. The new changes, however, indicate that live videos will hold even more weight than normal videos. If it makes sense for your business, consider going live for various events and activities.

“I expect the time people spend on Facebook and some measures of engagement will go down,” Mark Zuckerberg wrote on Facebook about the changes. “But I also expect the time you do spend on Facebook will be more valuable.”

With the above tactics in place, your social media strategy can grow stronger, increase engagement and gain a more loyal and interested audience for your business, loosening the leash of the recent news feed updates and creating more valuable and meaningful interactions between your business and Facebook users.

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William Musial
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