At the end of last week, Facebook dropped a bomb. It wasn’t a nice bomb either. Basically, Facebook said that if you are a page don’t look at seeing too much Newsfeed time. Because it is not going to happen. There is different wording in this blog post that has, and rightfully so, Social Media Managers are worried.

What is Said?

First off there is Marks Facebook post. and click the See More to read the whole post.

One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent.We built…

Posted by Mark Zuckerberg on Thursday, January 11, 2018

In this post, he talks about what Facebook is about. Why it came to be and that is to allow people to connect with each other. He talks about what brings us happiness and improves our general well-being.

Why?

In his post, Mark talks about

We’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other.

If you go and look at your Facebook news feed you will see that there are indeed a lot of posts from different pages. Yet I would speculate that he is really catching some major flak for the Election results. Whether you agree with the outcome or not is not the point. But there are many very vocal people in the media who are not happy about who we have as president. They feel cheated and they have to blame someone for that particular screw up. That person, in this case, is a website called Facebook.

The word of 2017 was Fake News it was all you heard about. The Russians, Fusion GPS so on and so forth. With all of this has been bad press and talk about, have internet sites become too influential?  My opinion is that The Old guard isn’t happy that people can get their news from other sources. The traditional media who are not doing so well in the digital age can’t control the narrative as easily as they use to.

So these media groups have been talking about how Facebook has too much power over elections. People are talking about how Facebook and Google need to be regulated. This, rightfully so, scares companies like Facebook and Google. Regulating a company is basically putting it in chains and taking away its ability to freely create money for its investors, and employees. So, Mark, I theories, flinched and is taking the needed steps to make these particular people happy.

To do this Mark is got to throw the baby out with the bathwater. He will be in just as much hot water, if not more, by selectively removing some pages from the Facebook feed. Then leaving the more “authoritative” Facebook pages to propagate. This is an either or problem that Zuckerberg is facing. So Mark has to do the less damaging of his “I don’t want to’s”.

It’s easy to understand how we got here. Video and other public content have exploded on Facebook in the past couple of years. Since there’s more public content than posts from your friends and family, the balance of what’s in News Feed has shifted away from the most important thing Facebook can do — help us connect with each other.

Facebook has for several years been about the video. We understand that. If you posted a video your page post showed up more than if you just posted an image. An image showed up even more than if you just posted text. Page admins realized this and so you get lots of videos. These videos are very engaging and are shared over and over again. Your friends share the video’s you share the videos. This, in turn, spreads the Facebook page around and people eventually follow that page because they see Mommy’s LMAO or Unilad videos repeatedly on their Facebook Newsfeed.

Many of these posts also are circulated into different echo chambers. So only Conservative leaning people would only watch and read Conservative leaning posts and Liberal leaning posts would show up for the progressive crowd. In other words, Marks Algorithm did what it was supposed to. It created engagement and it became a race to see who could scare more people into thinking the other side was going to destroy the world. So whether there was truth or not in the Newsfeed the algorithm convinced more people to vote one way more than the other.

With that Facebook feels the need to change its strategy. Yes, it would like to keep making money off of pages, but with it losing users, Facebook has decided it needed to make some changes.

But the big news is in this paragraph. That

We feel a responsibility to make sure our services aren’t just fun to use, but also good for people’s well-being. So we’ve studied this trend carefully by looking at the academic research and doing our own research with leading experts at universities.

Again this is actually alluding to the election results with the well-being reference and all.

The research shows that when we use social media to connect with people we care about, it can be good for our well-being. We can feel more connected and less lonely, and that correlates with long term measures of happiness and health. On the other hand, passively reading articles or watching videos — even if they’re entertaining or informative — may not be as good

Here Zuckerberg is trying to tie the problem to the pages and though they keep us on Facebook he is saying that there is no real connection. This I agree how often have you noticed that Buzzfeed isn’t on your Newsfeed hardly anymore? Did you miss them? I am sure you haven’t. Why? Cause there was no real connection to that page.

Page owners have been busy not really crafting messages and stories that people can relate to as much as they have been throwing anything they can find that will keep people liking their page’s posts.

There are a few pages that do a good job of crafting a message. The Followers are raving fans they have connected to the business and a tight-knit community has formed. When they haven’t posted in a while the fans know. Then again, it is self-generated content that the fans are waiting for.

Based on this, we’re making a major change to how we build Facebook. I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions

In other words, if your content doesn’t matter to your audience you will not be shown. It has to be even more centered on what is relevant. If you normally get a lot of interaction with your products and then an adorable kitten video is not going to get as many likes as it used to. Yet the big item that shows that Facebook really doesn’t want pages around anymore is in the next set of paragraphs.

We started making changes in this direction last year, but it will take months for this new focus to make its way through all our products. The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups.

As we roll this out, you’ll see less public content like posts from businesses, brands, and media. And the public content you see more will be held to the same standard — it should encourage meaningful interactions between people.

Yes, you are reading that correctly. Facebook is removing all organic Facebook pages from the main news feed. All your posts are going to be relegated to the Explorer feed or you’re Pages Feed.  So this means if you want people to see your posts you will pay.

The rest of the post is talking about how he understands that it will decrease the amount of time on Facebook but the connections will be stronger. If I had to reach. I also think this decrease in pages showing up is a play to bring in the millennial crowd. Most of the people in Gen Y use Facebook as a means to see what Aunt Gladys and Grandma are doing. Not connecting with their friends. That is on Snapchat and Instagram. Facebook is considered the geriatric network. Yet Mark has got to try, and try he will.

So What Now?

There are a lot of changes that are going to be needing to be done. You will be seeing some changes showing up real soon if not already.

Click See First

The See First option actually came out back in 2015 so you could have more control over your Facebook feed. You will start seeing something that showed up on Instagram and is on YouTube a lot these days and that is, “subscribed to the page”. Facebook doesn’t use Subscribe per se but they have a follow ability that allows you to have almost all posts from a page show up in your feed. That “subscribe” feature is the Follow button. FacebookLikeFirst

When you like a page you are automatically following that page. Yet, you can change that follow to follow all posts or no posts. Now I want to know that yes, Facebook gives their users the ability to like your page but not see any of your posts in their Newsfeed. Though you want your fans to choose the See First option.

This will place your page in their feed and sort of bypass the algorithm, but not entirely. It will allow for you to show up in the feed more often. The other caveat to this is that Facebook only allows for there to be 10 See Firsts and they can also be friends. So there is a limited amount of space. So get this implemented fast.

ExploreSection.jpgPages Feed

Also, you want to train your audience to use the other feeds. Especially the Pages Feed. This is a feed dedicated strictly to the pages you have liked. The problem is that every time I look for this feed it is located close to the bottom of the Explore Section. So you will have to get your customers and fans to dig a bit.

Explorer Feed

Then there is the explorer feed. You will show up on the explorer feed but you will be mixed in with pages that you haven’t ever heard of. So The Explorer feed is a bad choice to tell people to go look for you but if everybody else talks about the Explorer Feed then you will show up in other folk’s feeds and you will garner some more likes.

Fewer Posts

One other bit of information that you will want to do is the Algorithm is going to hit you for bad content. Bad content will include no one engaging in your posts. So throwing out 100 posts a day is now a very bad strategy. You may want to post only once or twice a week and make sure that that content really counts. This is described by Michael Stelzner from Social Media Marketing. Michael gave a pretty dire announcement in this short live stream.

Facebook Pages End of Days??

BREAKING NEWS: Facebook Zero? Is this the end of the Facebook News Feed for pages? with Michael Stelzner

Posted by Social Media Examiner on Thursday, January 11, 2018

More Live Video’s

Whether you like it or not. Live videos will still get you in front of your followers. Again you will want these to be quality videos. So make sure there is a reason for turning on the camera. Give all the value you can. Give till you get nervous about giving away so much information. Remember you can never be too long only too boring.

Some of this I will blame Internet Marketeers with their engagement-bating, instead of just taking the time to make quality posts. But it is also just us trying so hard to get in front of people who are our audience. It is going to get dire for a while. Yet, I believe that Facebook will feel pressure with the even more decrease in engagement and will have to open the gates again. This time though it will be more controlled.

This is also another reason you need to have your own website. Because Facebook is turning the spigot off. So you have to have a place your customers can go. The best place is your internet home base, your website.

If you need help setting up a website I can point you to some good resources and the process is painless and exciting at the same time. SO what do you think of Pageocolypse? Are you worried? Relived? Let us know why in the comments section below.

I am here!

Bryan Goodwin

Social Media Manager at Goodwin Social Media
Bryan has been in the social media field in one form or another. whether it is blogging, podcasting, or trying out the latest social network . There is a good chance that you will find him talking somewhere.
I am here!

Latest posts by Bryan Goodwin (see all)

Coming Soon: Zero Facebook Organic Reach for Pages
Tagged on: