Facebook recently announced sweeping
changes to its famous algorithm that controls what users see in their newsfeeds.
The goal is to put more emphasis on a user’s interaction with friends and less
on posts from the public pages that a majority of our locals have.
This means the reach for pages is less. In
the future, a post from your page will initially reach 1 percent of its total
audience. If engagement (Likes, Comments and Shares) is good, the algorithm
will then push it out to the rest of your followers to see. If that initial 1
percent doesn’t respond to your post, it will not reach any additional
In addition, less of a priority is given
to video. And you won’t see so many links to news stories, either.
This change will undoubtedly impact your local’s
ability to reach your community via social media. However, fret not. Understanding
the changes Facebook has made to its platform and why will go a long way
towards having a greater voice in your community.
Steps you can take to
ensure your Facebook page reach remains strong.
1) Reduce the number of times you post each day.
Focus on quality, not quantity. Ideally, post no more than three posts and
spread them throughout the day.
2) As always, make sure you’re posting quality content. The
Toolkits (www.iaff.org/toolkits) section of the IAFF website contains specialized
content to help you deliver quality material to your followers.
3) Keep in mind that comments
will have more value than likes. Facebook will prioritize posts that generate conversations and interactions on posts, so your posts will need reactions
to reach more people.
4) When posting a news
article involving, featuring or affecting your members, local or department, add
a comment that puts it in context, but don’t repeat the headline. Ask your fans
for their opinion on the matter. You’ll get it.
5) Although video will
not have the priority moving forward that it has had, you can enhance it by
going live. Videos that are 30-60 seconds that tell a story about your local,
your members or the community can spark conversation. On average, live videos
on Facebook spark more conversation than other videos.
6) Don’t forget to tag
people in pictures and videos to notify them about the post at hand. Tagging
other networks in your community can introduce your local to new audiences.
7) Use Facebook ads.
Facebook is pay to play more than ever. If you are spending money, the
algorithm will not affect you. If you have a quality post, boost it. Also, take
time to learn Facebook’s Ads Manager so you can target people in your
jurisdiction, building power and authority for your local and your brand.
8) Most of all, it is
important for your membership to visit the local’s page daily and support the
page by commenting, liking and sharing. Membership participation can play a big
part in whether your voice is heard on your issue.
If you’re going to the
Affiliate Leadership Training Summit-Human Relations Conference, be sure to
attend one of the social media training classes. For more information, contact firstname.lastname@example.org.