Slaying the Giant: How to Beat Facebook's Algorithm
Facebook has done it again. Two months ago they stated that they would cut off Organic Reach for business pages. Then last month they announced that Facebook would change on March 12, 2015 the way Likes, Comments and Shares were tracked and that there would be less of them. It is unclear how you can count a physical action and come up with two different answers, but apparently Facebook can and they decided the number is going to be less. But never fear there are always opportunities for smart people that are willing to do the work. Facebook wants us all to take the easy route, the paid advert route, but that is a slippery slope with no possible chance of return.
March 12 the big Doomsday for Likes, Comments and Shares which are the primary factor that influences Reach came and went with little fanfare or scary happenings. In fact a local client of PRDA showed significant gains before and after, actually defying what was assumed to be the inevitable.
So how do you accomplish this?
Social media has become more science than social over the years and this has never been truer than now. To filter through the enormous amount of content the algorithms in social apps are becoming ever more complex to select what you might like to see best. There is also the issue of money and the increasing focus on paid advertising for revenue. Between these two forces it is almost impossible to achieve good views anymore.
But it can be done!
SEO tricks of keyword optimisation, formatting and proper publishing at the right time of day can trigger the algorithms. PRDA works hard to determine what these triggers are and how to make them work for our clients. But if you are not an expert at SEO and social message optimisation then I recommend using advertising in a limited way. Putting small amounts of money behind a variety of your posts will help you achieve your reach goals and it will start to tell you what performs the best. Here is an example:
This client had a reach of 100 or less for each post. This was disappointing as it has 100,000 Fans. Something was not right. We started writing a range of different message and image combinations and put a small advertising budget behind them. Four different posts US$1.50 per day and this is what we achieved.
With an amount of about US$0.80 per day and optimised messages we increased the reach to 18,000 with the majority coming from Organic. The combination of good Organic methods and a small money boost made it shoot up. Facebook liked the fact we spend money, their algorithm like the content and between the two we got huge bonus value.
Over dependence on any one strategy is not always good. Trying to beat the system by tricking algorithms is time consuming and risky if you are not experienced. Sticking to paid advertising is a one way path to endless payments. Try balancing strategies to see if the sum of the parts is greater than the whole.