How does Facebook work? There are probably millions of people in the world who know the answer. After all, the network has become an integral part of life. You post something, friends, acquaintances or even fans read that – that’s it.
For companies, the case was also clear for a long time: You post pages of content on Facebook, these pages are then often geliked, finished is the new, reliable and free distribution channel.
That does not hurt anymore. At the latest, since Facebook in its impenetrable algorithm massively downgraded the importance of pages, it is obvious: The organic traffic of this channel goes back massively.
The simple Facebook world has become much smaller
For a long time, Facebook was a relatively simple world. There was a newsfeed and an algorithm that sorted the timeline. It took a lot of contacts and decent content for a functioning Facebook presence, which came very often from a separate page.
This model works for editors and companies now only very limited – because Facebook has made a turnaround some time ago. A turnaround that makes sense from the point of view of the company. So Facebook wanted to be back to its roots and less content sling for others.
The solution was relatively simple: the algorithm was changed so that content from pages, companies and media is played much less frequently.
Since then, Facebook has become more of what it was originally: a network for personal relationships – and all the consultants who had been telling for years that Facebook was the medium of the future were suddenly snubbed.
That does not change the fact that the network can still be a potentially gigantic traffic machine. No one comes as far as user and reach, approaching near Facebook. A complete waiver on Facebook is therefore not a real alternative. But what then? The future is likely to be:
Do not find your audience somewhere in general newsstreams – but where it really is!
Sounds trivial, but in reality it is very exhausting. Because this audience has to be searched first. This can be costly in case of doubt. And under certain circumstances this can mean that you have to play on your audience from now on much smaller scale.
You might also be interested in: How to: Dark Social
What does that mean in concrete terms?
The site is dead. Long live the group! At least for Facebook you can safely say this new credo; for other parts of the social media world as well.
The interest of people in useful, exciting or entertaining content has not suddenly decreased. It’s just that groups give the opportunity to come together for special interests. And that one can act there without inscrutable algorithms. So, suppose you are particularly interested in fly fishing – a group of fly fishermen would probably be the best place on Facebook.
This also applies without restriction to your content. So do not enter into the general lamentation over the changed algorithms, but rather see the opportunities that groups or messengers offer. Anything can be possible, only one thing should be kept in mind:
A group is a micro-community!
That means: You are not only a sender but always a recipient. So there is much more to communication and interaction than already in the social network. Anyone who just wants to drop off his messages will probably not be happy in a Facebook group.
There are some options in the groups that make life on Facebook more enjoyable for content providers. Among other things, now goes the following:
Deeper insights: With “Group Insights”, the admins receive new growth and interaction metrics.
Simpler member administration: Filtered characteristics such as gender or location allow members to be accepted in groups. Unwieldy members “can also be faster and easier to exclude. In addition, contributions can be published automatically and groups can be networked.
However, you have to do a bit of searching if you want to find all the relevant groups that you join. And do not forget: the more groups you have, the greater the effort you have to do.
In summary, this is a very simple thing: Of course, you can achieve more, you can communicate more fragmented and targeted. But this also means a lot more effort than the one-time posting on your own page.
And the future of pages and news streams? You do not have to end this, one thing does not exclude the other. In view of noticeably lower organic ranges, however, there is hardly a way around increased engagement in groups.