In the coming weeks, Facebook will be rolling out three new updates to their News Feed algorithm. Unfortunately, as with many of their updates as of late, they may negatively affect the reach of your company page.
Shawna Arnold of
Intygral offers these suggestions so your clients don’t lose their virtual profile.
“Facebook says these updates will have varying impacts on company pages. The effect of these changes will depend on a company page’s audience composition and posting activity,” says Arnold. “The network has acknowledged that for some businesses, the referral traffic their websites normally receive from their company pages could decline, as well as the reach of their page posts.”
Facebook’s recommendation for businesses closely mirrors what Google typically says after an algorithm update: focus on the user.
“Overall, pages should continue to post things that people find meaningful and consider these best practices for driving referral traffic.”
Every agency is different, says Arnold, and the types of posts that engage your agency’s company page audience may be different from another agency.
Typically, however, these primary best practices ring true for all agencies:
- Post Regularly and Consistently
Not only should your agency be frequently posting, but you should do so on a consistent basis. We recommend that you aim to post five times per week, Monday through Friday. Make sure, however, you are ready to keep up that posting frequency on a consistent basis. There is nothing worse than following a company page that posts a lot of great content one week, and is then dead the next week. This will keep your audience coming back for more content.
- Share a Variety of Content
Make sure you are providing your company page audience with a mix of content. Create an editorial calendar and outline the types of content you would like to page each day. Change it up between posting links to articles and blog posts, videos, photos, etc.
- Open a Window into Your Agency
In our experience, we have found posts that provide your audience with a glimpse inside your agency are great for engagement. Posting pictures from within the office, like wishing a staff member a happy birthday or posting photos of a company charity event, are the types of posts that agencies typically receive more likes, shares, and comments on.
