Back in October, Derek Duncan shared on this blog about the changes coming to Facebook’s news feed and how they would impact school PR.
At the time, we learned that the news feed’s algorithm would start prioritizing content that people care about, so it was more important than ever to post relevant content.
This week, Facebook told us that the news feed will soon prioritize content from users’ friends and family over public posts from pages like the ones we use to communicate for our schools.
According to Facebook’s release,
As we make these updates, Pages may see their reach, video watch time and referral traffic decrease. The impact will vary from Page to Page, driven by factors including the type of content they produce and how people interact with it. Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.
Here are my plans for responding to this shift in Facebook’s priorities:
- Monitor my district page’s insights to see how the algorithm changes affect us.
- Continue to try to post the kind of content to which our district’s patrons respond. This will require us to be creative without trying to game this system with gimmicks.
- If we see a dramatic drop in reach, evaluate whether Facebook is still a useful tactical tool to help us achieve our strategic communication goals.
How do you plan to respond?