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Ari Meghlen, book marketing, Facebook, Facebook changes 2019, Facebook pages, Facebook profiles, Likes, organic reach
Facebook has been under intense pressure lately. On one hand, both public and private bodies scrutinize its every move, worried about privacy issues and undemocratic material posted online. On the other, shareholders are troubled by dwindling membership. So, Facebook has been quietly making a number of changes, placing a renewed emphasis on building relationships and interactions.
The company’s most immediate concern is losing members. In response, it wants people to stay longer on its pages by only showing them posts which are of genuine interest to them. It measures that by measuring how engaged you are to each type of post which shows up on your timeline.
What does all this mean for you? Ari Meghlen has some tips for you.
1. The changes
There are two main areas of change: changes regarding Groups and changes regarding Pages and your organic reach. Specifically:
Group Changes
The main changes concern changes in the way people are invited and accepted into your groups and in the way our posts are shared with our Friends. If you’re hosting a Facebook Group to contact your readers, you may have noticed the following changes:
Updated Group Invitation — Now, when people are invited to a group, they can accept or decline the invite. Before, people could be added to groups by friends who thought they might be interested in them, and they’d immediately become a member. Some people may have been added to your group, but have never visited it.
Invited Section — People who’ve been added to your group — but have never visited it — will appear in the Invited section of your Members list, which only admins and moderators can view. They won’t be considered a member until they accept their invite. This means they will no longer be included in your group’s total member count, so you may see a decrease in your group’s total member count.
Reminder Notification — Because you’re an admin, you’ll be able to send one notification to invited people to remind them to accept or decline the invite to your group.
In my mind, these changes are a good thing. They let you clean up your group and only keep those followers who are engaged. But it may be disconcerting to see your numbers drop!
Organic Reach
Facebook has been limiting our Pages’ organic reach for ages (Profiles seem to be less affected for now). Things seem to be even worse now. So, your Pages’ Posts and Stories are likely to be seen by even fewer people, unless you pay. Not that payment’s high–a couple of dollars is enough to ensure that most of your followers will see a post. But it builds up and can eat away at your marketing budget.
Also, Facebook is prioritizing content based on what they think users actually want to see. The same thing happened a few years ago with Instagram when they stopped showing updates in chronological order.
Finally, Facebook is tightening up on content especially content that sends people offsite via external links, signaling a desire to create a walled garden platform.
2. What does all this mean?
It appears that Facebook really wants to beef up the meaningful interactions. Without interactions, shares, comments, reactions, etc between you and your followers, your reach will be reduced.
Engagement Trumps Likes
While it’s good when people click “like” on your post, reactions are seen as more valuable. That is clicking the heart, the laugh, wow, sad or even angry face. These will do better for your posts than just receiving likes.
Facebook wants you to make stronger content that drives your followers to choose a reaction rather than just click “Like.”
This goes for you, too. If you just click “like” on posts you see, you may see less from that Page.
Leave a Comment
Receiving comments is always good and does well to increase your organic reach. However, if you don’t reply to comments this may affect your reach. At the very least, Like a comment to show you’ve read it. Facebook is focusing a lot of attention on increased interactions, so that’s commenting, replying, messaging.
Avoid external links
This is a pain for many of us, as we use Facebook to drive people to our blog. However, Facebook doesn’t want to have people leaving the site to go elsewhere. While you are still able to do this, it’s a good idea to include more non-link content to balance things out.
Note that this also includes video. Sharing YouTube videos may reduce your organic reach. Facebook wants videos to be uploaded directly through them, not through a third party.
No More Calls to Action
Yes, everything marketing tells us we should be doing, Facebook is now making difficult. This includes Calls to action (CTA) posts. Posts which push people to “join my” giveaway, “click here” to get a discount, “buy my” book or “check out” my trailer or whatever, are going to reduce your reach.
Not Everyone Will See
It looks like Facebook will be sharing your content with just a few of your followers at first, like a test group. If they react and engage with your post, it is considered of value and it will be seen by more people.
The Real You
Because of the controversy surrounding fake news and the Russian interference in the US elections, Facebook has been looking at ways to verify accounts. So don’t be surprised if they ask you to confirm your identification. While this is not normally a problem, it might be an issue with Author Pages using a Pen Name.
3. Conclusion
As with every other medium, the best way to use Facebook is to follow my book marketing secret:
- Be real,
- be fun,
- be helpful.
If you’re a real person interacting with real people, these changes will hardly matter to you. Just continue cultivating those relationships and you’ll be fine. If, on the other hand, you see Facebook solely as a means to promote your books, keep in mind you may need to adapt your marketing budget and approach in order to reach your readers.
Charles Yallowitz said:
Sounds like Facebook is becoming more of a headache. I think I’m stuck in a void there. Every time I try to get out, I fail because it requires more time than I can provide. So, is Facebook worth it these days?
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Nicholas C. Rossis said:
Erm… it’s great for funny videos and memes?
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Charles Yallowitz said:
Seems to be it.
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vhealing said:
Great info, thank you. Yes, this makes sense. I have Facebook pages and groups and have noticed that any links to WordPress receive fewer views. I may have to unlink my blogs to reach a wider audience there.
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Nicholas C. Rossis said:
Thanks! I’m so glad you found my post useful 😀
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Coy of Alien Resort said:
Once I paid five dollars to boost a post on a page. It got 40-50 likes. I looked at the accounts that liked the post and they were all fake. You can tell a fake account because their posts and comments are generic and do not resemble interactions between normal sentient friends.
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Nicholas C. Rossis said:
Yikes, that sucks big time. Whom did you target?
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Coy of Alien Resort said:
It’s been a few years ago. If I had a choice it would have been a general audience.
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Nicholas C. Rossis said:
That probably explains it. It’s best to target just your followers. Also, it’s always best to target geographically, to avoid countries with fake accounts.
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Joan Hall said:
I gave up on Facebook a long time ago. Yes, I still have an author page and I’m a member of a few groups that are of interest to me. As far as my personal profile, I use it to connect with friends and family. But to buy an ad or pay to have my post reach others? No way. As far as I’m concerned Zuckerberg and Facebook can stick it. (Sorry to be blunt but that’s the way I feel.)
Informative post, Nicholas. Thanks.
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Nicholas C. Rossis said:
Lol–I like blunt Joan 😀
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The Story Reading Ape said:
Reblogged this on Chris The Story Reading Ape's Blog.
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Steve Boseley said:
loads of info there, Nicholas, thanks! Like others here, I have a FB profile, but rarely use it. It’s all Instagram now, so my kids tell me!
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Nicholas C. Rossis said:
No matter how hard I try, I just can’t get into Instagram! But I guess I’m now dating myself…
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Steve Boseley said:
Me too. My son dragged me kicking and screaming to Instagram.
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Staci Troilo said:
I’m so tired of FB. I’m considering leaving the platform completely. I do think the earlier changes you mentioned are good ones. It’s the hoops I have to jump through for visibility that exhaust me. And the privacy concerns…
Great post, Nicholas.
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Nicholas C. Rossis said:
Thank you, Traci! As I always say, with so many social media out there, it’s pointless to insist on using one which doesn’t work for you. Find out which one does and stick to it.
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Patty said:
Reblogged this on Campbells World and commented:
If you’re curious as to how I continue to have huge success with Facebook in the midst of all their changes, drop me a line to: patty.volunteer1@gmail.com
Thanks to this blogger for this great post.
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Stevie Turner said:
Reblogged this on Stevie Turner and commented:
I’ve actually deleted my Facebook account and I’m enjoying the freedom!
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Nicholas C. Rossis said:
Oh! Where do you read funny memes (just about the only thing I share nowadays)?
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Stevie Turner said:
Debby Gies (D.G Kaye) finds quite a lot.
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Gabi Coatsworth said:
I tried to share this on FB directly from here, and got a dialogue box so wide it was impossible to see, never mind use, the Post button. So I did it using your URL. But still…
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Nicholas C. Rossis said:
Wow, that’s weird! I use Jetpack’s sharing, so you’d think things like that shouldn’t happen. Thanks for letting me know!
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Jacquie Biggar said:
I use my profile to connect with friends and family, but also within groups for book promotion purposes. Do you see this as an issue?
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Nicholas C. Rossis said:
No, it’s not an issue at all. But you may discover that your less popular posts (usually book promo ones) are now reaching fewer people than before. Then again, these changes are mostly related to Pages, not Profiles.
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Jacquie Biggar said:
Thank you 😊
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Rachael Ritchey said:
Great advice! Thanks for sharing. 🙂
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Nicholas C. Rossis said:
Thank you so much, Rachael 😀
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janig717 said:
One problem with their focus on engagement is the garbage people post, just to get angry or
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janig717 said:
Oops, I didn’t finish. Engagement isn’t always a positive thing. Many people post incendiary messages that provoke some of the most negative commentary I have ever read. But they manage a huge amount of engagement. How does Facebook work around that? I find it upsetting and kind of dangerous.
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Nicholas C. Rossis said:
That’s so true. I know some marketers recommend it as a strategy, which I find absolutely insane!
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janig717 said:
That’s crazy! I feel like you just have to decide what your style is and go with it. Disregard a bit the numbers game. But I am getting more and more removed from social media/Facebook because of the hostile environment that has emerged. Anyway thank you for your posts. I enjoy reading them.
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Nicholas C. Rossis said:
That’s kind of you, thank you 😀
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petespringerauthor said:
I’m happy to read about the Facebook group changes. I’m generally oblivious when it comes to social media, and I started a group thinking that people would receive an invitation. I realized at some point (not right away) that I was adding people without their permission. That seems pretty annoying—glad that this is the new policy.
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Nicholas C. Rossis said:
That does seem annoying, and I had no idea it could even be done, to be honest 😀
Glad it’s now sorted out 🙂
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tracikenworth said:
Reblogged this on Where Genres Collide.
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dgkaye said:
Thanks for the info, not surprised. FB is not helpful for stopping us from posting blog articles. They are also corrupt.
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Nicholas C. Rossis said:
Don’t know about corruption but I know people have been having trouble with it lately because of their post sharing. I think you’re among them, right?
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dgkaye said:
Oh yes, a whole bunch of us with same issues 🙂 Some days it works and sometimes it doesn’t for days.
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rolandclarke said:
Same here. Most times my posts can’t be added – except as comments to text with no links. I even had to disconnect my WordPress site from FB.
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Nicholas C. Rossis said:
Among other changes, you are no longer allowed to share automatically your WP posts to your FB Page, only to your Profile. That has thrown quite the spanner in the works!
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dgkaye said:
You aren’t alone. It’s so annoying for us writers who can’t share to our writer groups, yet the trolls live on.
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Smorgasbord - Variety is the Spice of Life. said:
Great Nicholas thank you.. comprehensive and having fallen foul of the external URLs debacle.. I have toned down my presence there.. I was only manually posting blog URLs anyway and only do one a day if that… I do use the WP short link which without the blog identifiers and that seems to have helped keep me out of community standards clutches. I came away completely for six weeks to identify the impact on the blog.. and there was very little in fact most of the people that used to follow me from FB were on Twitter as well so still got the notifications about posts. But it is useful to keep in touch with everyone and as you say some very funny memes…
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Nicholas C. Rossis said:
Thank you, Sally! Actually, your recent troubles, as reported by you, were the inspiration behind the post 🙂
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Smorgasbord - Variety is the Spice of Life. said:
Happy that something positive came from it Nicholas to help others..x
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Jane Risdon said:
Reblogged this on Jane Risdon and commented:
Fab information for those of us using Facebook and becoming frustrated at the way things seem to be headed these days. Check out his blog whilst you are at it.
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wilfredbooks said:
Reblogged this on Wilfred Books and commented:
These changes are something of a Curate’s Egg, but if you are committed to staying with Facebook (especially in a business context), they are well worth reading.
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kimwrtr said:
Reblogged this on Kim's Musings.
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