Over the past few years, the underlying idea behind generating leads was simply keeping an active Facebook presence so as to ensure your account activity shows up whenever your friends, fans and those you may be connected sign in to their accounts. However, the latest algorithm change on Facebook’s newsfeed algorithm, Edgerank, has transformed the way Facebook users view news stories.
Some of the most important aspects that Edgerank had been using to determine the stories to appear on a user’s newsfeed include the affinity, time decay and weight, which means latest posts appear on top stories hence ensuring that it is easy to interact with your Facebook connections.
However, the update of the algorithm meant that businesses that have traditionally been relying heavily on organic traffic from Facebook started seeing a significant decline in Facebook traffic by up to 4%. This has made it harder for updates to go viral. It has also affected negatively those who use Facebook for business as they are not enjoying the benefits they once had.
What is the impact of all this?
Social media marketing has started to diminish on Facebook especially if you are running on a budget. Before your updates start appearing on your friends’ newsfeeds, you should do something spectacular so as to create high quality content that attracts many clicks, shares and comments. You can no longer simply use memes to generate organic traffic for your site on Facebook. |
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Although marketers have not yet figured out how to overcome the problem of generating organic traffic from Facebook after the algorithm change, social media experts have noted that high quality posts have a high chance of generating traffic through clicks, shares and comments, which ultimately make your posts appear in the newsfeeds of your Facebook friends or fans.
You have to get your fans to take action as opposed to simply churning out content that attracts no action from people. Facebook marketers highly recommend asking people to share quality content explicitly in an attempt to increase popularity and increase conversions.
Is there any other option?
Facebook still offers massive traffic potential for those who use the right Facebook marketing approaches. The latest Edgerank update has pushed those who have scanty knowledge on content creation to consider using paid ads to generate traffic. This is likely to attract organic traffic in the same manner the previous version of Edgerank was attracting.However, you shouldn’t simply use paid ads to generate traffic to your site, especially if you are running on a budget. Paid Facebook advertising should not replace your engagement of the audience. The two should be used to complement each other to enhance the effectiveness of each method.
Actually, premium advertising on Facebook can prove very beneficial if you have started seeing a drop in the number of views for your pages or posts. You can use this until internet marketers have figured out how the latest algorithm version works.
Marcus HoAbout the Author:
Marcus Ho is a highly sought-after Social Media Strategist who specializes in revenue-driven campaigns on social media for businesses. Well known for his cutting-edge, fresh insights and proven strategies, Marcus has successfully helped over 200 corporations and SMEs to rake in hundreds of thousands within very short periods of time.
