How Facebook’s new newsfeed changes will affect business pages

The arrival of July saw Facebook announce changes to the way is manages News Feeds, which will result in a direct impact on business pages.

Facebook Engineering Director Lars Backstrom announced the latest news feed algorithm tweak in a company blog post,

“We’ve heard from our community that people are still worried about missing important updates from the friends they care about. For people with many connections this is particularly important, as there are a lot of stories for them to see each day. So we are updating News Feed over the coming weeks so that the things posted by the friends you care about are higher up in your News Feed.”

While this change may be welcome to the user, it will now become even harder for business pages to get their content displayed in a user’s news feeds.  What is more worrying, is that business pages that do not have an audience grown carefully through organic means (for example paid for likes), there could be a complete slip in reach and engagement with their audience.

Why is Facebook doing this? 

Facebook wants to stay in the ‘friend’ zone. The social network has been very regular in recalibrating its news feed algorithm and keeping marketers on their toes and ultimately, have a huge job to do in managing the masses of news and data flooding the platform daily from users, brands and publishers.

Facebook has also seen double-digit drops in personal posts according to The Information. If people can’t rely on Facebook to keep them up-to-date with friends and family, then maybe they’ll find another platform.

In keeping with its “friends and family first” ethos, Facebook will give the user more control over which Page posts make it in their feeds, even if that person directly likes a Page. Backstrom adds: “If a lot of people are sharing a Page’s posts with their friends and those friends like or comment on it a lot, then that Page shouldn’t see its organic reach shrink”.

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