I’ve written and spoken about the Facebook algorithm several times over the past week, including in my post yesterday on Something you might be doing that is KILLING your Facebook Reach.
Many people have been asking “What is the Facebook ‘algorithm’?” “What is an algorithm in general?”
The word sounds a little intimidating. Some “tech” mumbo-jumbo.
An “algorithm” is just a set of rules to be followed. When used in connection with Facebook, it is a way to refer to the set of rules that Facebook uses to determine what posts show up in people’s news feeds, and what posts are hidden.
In the early days of Facebook, Facebook just showed all posts from all your friends and groups in your news feed.
This worked when Facebook was small, and when they weren’t trying to make money as aggressively.
But over time, as people got more and more friends, and became part of more and more groups, it became impossible to show EVERY post in your news feed.
Since Facebook can’t show everything, they had to start picking and choosing what to show, and what to hide.
And that’s when the Facebook algorithm was born. Facebook put rules in place, or an “algorithm”, to determine which posts show up.
What the Facebook algorithm has done to businesses
So what has this change in Facebook done to businesses?
Businesses that relied on Facebook showing their posts have suffered.
Facebook no longer shows their posts (there is only about a 6% reach rate on Facebook posts), so communication has been severely limited.
This has especially affected Paparazzi consultants who rely on Facebook to notify their customers of new sales.
What is the solution?
There are two solutions to this problem:
1) Go along with the Facebook algorithm to maximize your reach
The first solution, is to just accept the fact that the Facebook algorithm is there, and do your best to comply with what Facebook wants, so that your post gets maximum reach.
We know that the Facebook algorithm leans towards posts that get lots of likes, lots of comments, and lots of shares. I wrote yesterday how the Facebook algorithm penalizes links OUT of Facebook, and BOOSTS links to other Facebook material.
With that knowledge of the Facebook algorithm, you can try and make your posts as attractive as you can, to get your reach as high as you can.
2) Use alternative means of communication
The second solution to the Facebook algorithm problem, and our preference, is to use other methods of communication to stay in touch with your customers.
If your Facebook reach is only going to be 6% (or lower), then it makes sense to try other means of communication.
I recommend using a combination of Facebook (6% reach), Email (25% reach), Facebook Messenger (40% reach), and our personal favorite Text Messaging (98% reach).
I hope this has been a helpful walkthrough explaining what the Facebook algorithm is, and how it works.
My hope is that understanding a little better the technology in place around your business will help you make better decisions for growing your business, and reaching your full potential.