EmmaM Online — Episode #1 Facebook State of Play
Prior to January 2018, users of Facebook would see a mix of ‘friends’ posts interspersed with pages that they follow and their organic posts, along with ads. Facebook users had also been following pages with the intention of ‘saving them’ to occasionally be kept up-to-date on the page’s activity.
Over time though, users had a gluttony of pages they had followed and were seeing less from friends.
After January 2018, users now see friends posts and sponsored posts at a ratio of 5:1, but they will no longer see organic posts from the pages they had followed unless it was an ‘extremely’ relevant and engaging post. There was also a noted slowing in the following of pages.
So what does all of this mean?
In my opinion, the changes have turned your brand’s Facebook pages into landing pages, your local area ‘branch’ pages into an opportunity, and the ad platform into your new baby that needs constant attention.
-Emma Monro, SocialSurvey
“In my opinion, the changes have turned your brand’s Facebook pages into landing pages, your local area ‘branch’ pages into an opportunity, and the ad platform into your new baby that needs constant attention.”
WIIFM – What’s in it for me?
The question to consider is this: If your FB page is a landing page, how can you use it? What do the top 5 posts look like? Think about why people land on your FB page.
Future customers landing on your page – what are they looking for? Trust. Credibility. Community. A mortgage is not a cup of coffee; it’s not an everyday transaction. Think about how much self-serve, research and then hand-holding is needed. Tip: Consider Messenger as a CTA.
In addition to trust, consider ‘emergency’ Facebook Page landings. What information does a customer need when they land on your Facebook Page during an emergency? Resourcing for optimal message response times and making Messenger easily accessible on your Facebook pages is going to be key.
Real Estate is SUCH a local endeavour, much more so than mortgage. Showing trust, community and LOCAL LOCAL LOCAL is a must. Optimal response times on Messenger, again with a clear CTA and a booking bot on Messenger at all levels, is something to seriously consider.
B2C Multi-Location Brands…
On a national level, current campaigns that customers are looking up in a timely manner that they may have seen on another channel need to be front and center. You also need to consider monitoring these posts obsessively, as complaints about your locations are going to end up in the comments on your most recent posts! You’ll want to ensure that you’ve pinned a post with your biggest current campaign and disable comments on the pinned post.
Next week: A deeper dive on Facebook Business Manager for Multi-Location Brands. Go to the pinned post on our Facebook SocialSurvey page and get the reminder!