Recently, Facebook announced that its algorithm is changing -- again.  What does this mean for small businesses who devote hours every week to their business pages?

It's no secret that organic reach for business pages has been steadily declining over the last three years. Prior to the latest algorithm change, only about 5% of what you post is ever seen by people who have liked your page. Let's put that in perspective.  If you have 100 people who have liked your page, you are posting for an audience of five.

On June 29th Facebook announced the newest change to their algorithm and it's not good news for small businesses. Facebook will now begin to prioritize posts from user's friends and family in their newsfeeds (hey, it's what users want, right?). At the same time, content produced by businesses will decrease.  Your 5% reach may now be 2%.  Is that acceptable?

It may be time to take a step back from your Facebook strategy, certainly re-prioritizing time spent on content creation and frequency of posting.  In order to increase reach, Facebook is making it clear that you will need to advertise. The entry fee is likely to increase due to this new demand, so be prepared to pay more for that option.

You might want to rethink your "list", you know, the list of email addresses you have been gathering from people who have asked to stay in touch.  Devote your time to really learning how to engage with your customers, fans and supporters. The average open rate for email is 21% and if you use Constant Contact as your email marketing provider, you will enjoy a deliverability rate above 99%.  

One last thought . . . . remember, you have no control over social media platforms. It's rented space.  Go with what you own -- your website and your mailing list. That's where you can focus your marketing efforts for better results. 

How quickly do you respond to customer questions via the phone or email - the same day, within 24 hours, within an hour? Well, hold onto your marketing hats. Facebook thinks you should answer 90% of your messages received through your business page within 5 minutes in order to earn a "Very Responsive To Messages" badge. 

A five minute response time may not be realistic for your small business unless you are glued to your computer, have dedicated staff or offsite administrator who can monitor activity. So, what can you do to make sure your business isn't negatively affected?  

First, you must have Messages turned on in your settings so that customers can contact you directly. Make sure that you turn on notifications for messages in your settings. There are settings which can help set some expectations from consumers and not draw the wrath of Facebook.

​1. Set an away message if your business is closed. You must list your business hours for this setting to work. 

2.  Add an instant reply to buy you time. If you're open for business, but not immediately available to answer a message, you can set up an instant reply that looks like this:

3. Change your response time display to more accurately reflect your response time. The recommended setting here is "automatically show your response time" but you can change this to meet your needs. Note that anything over a day will negatively affect your page.

This is just one of many changes Facebook has made recently that can impact your marketing.  If you need help with your business page, I'm here to help. Call 413-539-7950 or email me.