Remember when it was all about likes, clicks, and shares? Well, now it’s not. Facebook’s New Algorithm Favors Extended Comments.
If you leverage a Facebook Page or Group for any reason, you need to hear what Adam Mosseri is saying. Mosseri is Facebook’s VP in charge of news feed. Here he discusses Facebook’s changes announced on 1/11/18.
In short, audience engagement is being redefined. It used to be about likes, clicks, and shares. Now, Mosseri explains, “The new algorithm also will favor content that draws a lot of comments over posts that are popular, but don’t elicit comments.”
If you already use Facebook advertising (sponsored posts and Facebook Ads), understand those run on a different algorithm and ranking system than what Mosseri is talking about. He is talking about the organic (free) news feed reach for Facebook Pages and Groups.
So, the big changes in 2018 are for organic (free) reach by Facebook Pages and Groups. But, a loss (or a gain) of organic reach has significant ramifications for all Pages, even Pages that advertise. Read more at wired.com
I’m optimistic about the social media marketing advantages created by this redefinition of engagement for local businesses on Facebook.
See also Facebook’s Newsroom post News Feed FYI: Bringing People Closer Together | Facebook Newsroom where Mosseri explains more saying, “We’re making updates to ranking so people have more opportunities to interact with the people they care about.”