When it was announced in early January marketers went into a chaotic frenzy trying to understand how it will affect their bottom line. Here is the original post from Zuckerberg:

One of our big focus areas for 2018 is making sure the time we all spend on Facebook is time well spent.We built…

Posted by Mark Zuckerberg on Thursday, 11 January 2018

Social Media Examiner was quick to the party as always although just stating how marketers should stack their cards. The obvious advice: invest in groups, invest in targeted paid traffic, and do audience research.

Interestingly everyone seems to have a different take. Mark Schaefer has considered it not too much of a hindrance, or much of a change at all considering the poor organic reach of most businesses these days.

There has been a shift and probably for some time…

…and probably for the good. The newsfeed for some had become unbearable. Often when I’d talk to friends about Facebook the same line would come up,

“…there’s so much crap.”

For a lot of people, they had already left the network (or stop using) because of this. For the younger generations of 15-20’s they simply moved to Instagram and never bothered to make a Facebook account.

Zuckerberg’s only doing it for survival.

I never believe Zuckerberg is as sincere as he likes to talk. If we want to look at a history of the platform, businesses and organisations were once given substantial reach in marketing for organic traffic. As they’ve tried to monetise the platform over time they’ve started to slowly remove the organic reach.

Well, they started to get a lot of crap, suggested content, ads, and sometimes content not even remotely related to them.

What was the result for the consumer?

The results of the latest changes…

Not-for-profits have been given an increased boost. The Last Straw an organisation I used to volunteer for I have seen their traffic go up dramatically. One recent post had a 100,000+ reach for just a photo piece while only having a 3,000 following.

Not-for-profits have been given an increased boost. The Last Straw an organisation I used to volunteer for I have seen their traffic go up dramatically. One recent post had a 100,000+ reach for just a photo piece while only having a 3,000 following.

Actions speak louder than words. This International Straw Free Day, join people across the world and help raise…

Posted by The Last Straw Australia on Saturday, 27 January 2018

In comparison I was recently was asked to look at a startups Facebook page and having the same following they would struggle to even reach a 1% engagement of their followers.

Groups have also been given a big boost. Ideally if there’s a way to integrate them into your marketing strategy do so. I know this has been a much needed boost for people who have already invested heavily in do a community run approach to their marketing.

What else can I do…

If you haven’t started investing in paid traffic the time really is now. Highly targeted marketing at the right individual can effectively grow your page, drive traffic to your website, and achieve your marketing goals with social media quicker.

The fact is Facebook rewards good content, with good targeting. If your post achieves “relevance” to your audience, and deliver engagement you should be given extra traffic to reach your goals.

When your creating content as well you need to think why this is relevant. Are you using owned or someone else’s media? Owned media in the long run will always out perform someone else’s media but can be more time consuming and expensive.

If you don’t like these options, why not invest in another platform? Instagram is great for organic traffic. You also still have Youtube, Pinterest, and even Twitter for some audiences.