The New Year has brought some major changes to the way in which we see and post on Facebook. Gone are the days of being able to spam News Feeds with business posts all competing for the user’s attention.
Such changes to a social media platform can seem daunting, particularly if the process is still relatively new to you. The good news is, these algorithm changes can only benefit your school, and will likely require little to no alterations to the way you currently post.
So, What’s New with Facebook?
Essentially, Facebook wants to clamp down on the business posts that fill up our News Feeds on a daily basis.
Simply put, the more engagement a post gets, the higher it will rank on our feeds. But rather than get this engagement by vying for our likes, shares and reactions with incentives (share for a chance to win a giveaway; comment if you agree with us etc), they want to encourage more genuine and fulfilling interactions. And those that don’t toe the line and continue posting low value posts just to generate a reaction? Well Facebook’s new algorithm has the ability to affect not just the posts, but lower the entire page’s reach; potentially devastating for a business.
Showing More News from Trusted Sources
So Facebook has clamped down on spam posts and instead wants to focus on engaging conversations and meaningful interactions. Great. But how are they going to do this, and how will it impact on your school?
The first significant change we will see is an increased ranking of what it considers to be ‘trusted news sources.’ By surveying users, Facebook is helping to determine whether a news source is considered trustworthy or not. This in turn helps create an algorithm to identify suspicious posts going forward. And so, those considered trustworthy will climb the News Feed, those considered not will drop.
The point of this is to help put an end to the insurgence of ‘fake news’ and inspire genuine conversations. As a school, you will be considered a trusted source. As such, your posts will organically be pushed higher in News Feed rankings and consequently be put in front of a larger audience.
To ensure you don’t get caught up in the feature’s algorithm however, be aware of anything that could be considered click bait. That is, headline’s promising bold claims that your posts don’t deliver. Instead, keep things simple. Grab users attention by pushing facts to ensure you maintain your sense of authority and you’ll be fine.
A Focus on Local News in your News Feed
The second point of change set to benefit your school is an increased focus on local news. Feeds will give prominence to what they deem most suitable for you geographic location. Therefore users can expect posts from more locally sourced businesses and organisations (including schools!).
Its intention here is to encourage a sense of community, again encouraging those all important interactions this time from a particular local audience. What is more, the size of the local organisations is irrelevant, so you stand as much chance of being seen as the larger news feeds.
This is a new concept for Facebook, so its exact reaction has yet to be determined. However simply by being a school, this one is going to work to your advantage when it comes to post ranking, putting you high in the feeds of those you want to see it; your local community.
What do you think of Facebook’s latest News Feed changes? A great way to bring back a sense of authenticity with a much needed community focus? Or an unnecessary change to the status quo? Let us know in the comments below.
For more tips on how to create quality social media for your school, take a look at our post The Ultimate Guide To Social Media For Schools – The Ultimate Guide To Social Media For Schools