What Facebook’s Algorithm Change

Means for Brands and the Future of Media

Organic Reach Isn’t Dead and Likes Still Matter

But YES, Reach is Dropping

* Facebook begin rolling out this change in January

Facebook Press Release:

One of the main reasons people come to Facebook is to see what’s happening in their

News Feeds. Our goal with News Feed has always been to show people the things

they want to see. When people see content that’s relevant to them, they’re more

likely to be engaged with News Feed, including stories from businesses.

Facebook Press Release:

That’s why we often look to people on Facebook to tell us how we can improve. As

part of an ongoing survey, we asked hundreds of thousands of people how they feel

about the content in their News Feeds. People told us they wanted to see more

stories from friends and Pages they care about, and less promotional content.

Facebook Press Release:

Now we’re bringing new volume and content controls for promotional posts, so

people see more of what they want from Pages.

According to people we surveyed, there are some consistent traits that make organic posts feel too promotional :

*Beginning in January 2015, people will see less of this type of content in their News Feeds.

1. Posts that solely push people to

buy a product or install an app

2. Posts that push people to enter

promotions and sweepstakes

with no real context

3. Posts that reuse the exact same

content from ads

By making News Feed more engaging for people —

with Page post creative that is more relevant to them

— we’re also creating a better platform for businesses

to reach their customers and find new ones.

Brand Fan pages still matter? YES.

1. They offer a free, easy-to-maintain online presence for people to

discover and learn about a your brand

2. They work across desktop, mobile and tablets without requiring any

extra configuration, and contain complete information about a business

3. They also offer tools to create videos, photos and events that bring a

business’ story to life

4. Many businesses also use Pages as a customer service channel

5. Businesses should think about their Page as a cornerstone of their

online identity, not simply as a publishing service

WHY IT STILL MATTER?

WHY IT STILL MATTER?

They offer a free, easy-to-

maintain online presence for

people to discover and learn

about a your brand.

Remember : Not all of your prospect

consumer is passive, there’s people

who looking up your brand on

internet (especially in social media)

and they really need to talk to you.

WHY IT STILL MATTER?

They work across desktop, mobile and tablets without

requiring any extra configuration, and contain complete

information about a business

Remember : Only on Facebook you can build brand platform for FREE

WHY IT STILL MATTER?

They also offer tools to create videos,

photos and events that bring a

business’ story to life

Remember : Without social media, you can only do

One way communication via TVC, Radio, Billboard.

Now, you can tell your brand stories.

WHY IT STILL MATTER?

Many businesses also use Pages as a

customer service channel

Remember : 24 hours customer service that can

serve ‘best answer’ anytime and anywhere for your

every consumer questions.

WHY IT STILL MATTER?

Businesses should think about their

Page as a cornerstone of their online

identity, not simply as a publishing

service

Remember : When not only find your brand on

timeline, they’re also step into your account and see

your timeline content.

So, every brand story should be boost with ads (paid advertising) to be heard ?

SOCIAL MEDIA IS PLACE FOR PEOPLE TO CONNECT TO EACH OTHER WHERE BRAND CAN ALSO PRESENT THEIR SELF.

IF FACEBOOK DON’T CHANGE THEIR ALGORITHM. NEWSFEED WILL BE LOADED WITH SALES & PROMOTION POST THAT COULD MAKE PEOPLE DON’T WANT TO GO TO FACEBOOK.

WHEN NOBODY GO TO FACEBOOK, ALL OF YOUR INVESTMENTS WILL BE GONE. SO, THIS CHANGES IS ACTUALLY FOR YOU TO (BRAND).

PLEASE KEEP IN MIND :

Organic reach refers to how many people you can reach for free on Facebook by posting to your Page

Let’s redefining about ‘organic reach’

IT’S NOT DEAD BUT IT’S MORE COMPETITIVE

Is organic reach dropping because Facebook is trying to make more money?

No. Our goal is always to provide the best experience for the people that use Facebook. We believe that delivering the best experiences for people also benefits the brand that use Facebook. If people are more active and engaged with stories that appear in News Feed, they are also more likely to be active and engaged with content from businesses.

1. Fans make your ads more effective. When an ad has social context — in other words, when a person sees their friend likes your business — your ads drive, on average, 50% more recall and 35% higher online sales lift.

2. Fans also make the ads you run on Facebook more efficient in our ads auction. Ads with social context are a signal of positive quality of the ad, and lead to better auction prices.

3. You can use insights about your fans — like where they live, and their likes and interests — to inform decisions about reaching your current and prospective customers

4. Fans can give your business credibility. More fans, more people desired & trust to follow.

I paid good money for my f a n s o n F a c e b o o k tommorow, and now I can’t reach as many of them. Number of fans doesn’t important anymore?

So, how should I use Facebook for my business?

Publish only great content — content that teaches people something, entertains them, makes them think, or in some other way adds value to their lives

WHY: Organic content still has value on Facebook. We hope from small organic reach we can get maximum engagement (comment, likes, share) so our edge rank will be good.

Key Takeaways

1. Facebook (social media) is still the best platform for two-way communication. from brands to the audience

2. It’s cheaper than massive advertising, easy to maintain and free

3. Organic reach is not dead but newsfeed is more competitive

4. Publish only great content and boost it a little bit with post engagement ads to trigger organic sharability

Thanks.