Jon Loomer: Don’t chase the Facebook algorithm
We knew the learning curve in the wake of Facebook’s News Feed algorithm change would require some time, but if you’re like me, you expected to have a clear picture by the end of Q1. Turns out, I was wrong about that clarity and still have a wait-and-see attitude.
Luckily, Jon Loomer exists.
Labeled an “Advanced Facebook Marketing Expert” by social media experts, Loomer is devoted and generous with his exploration of how brands can make the most of Facebook for Business to reach their customers and make meaningful strides to advance their business. He’s a frequent source of learning for us at Brandmuscle and a great gut check when our own data and analysis isn’t enough.
Loomer’s latest post about putting social strategy before Facebook metrics is incredibly pointed.
Loomer continues to argue that organic reach isn’t dead on Facebook – a claim our data supports as well. To keep organic reach alive, Loomer argues some of the same points we conveyed earlier this year: to succeed on Facebook you must focus on creating conversations based on what interests the audience. His biggest piece of advice in the latest post:
PLEASE, Stop Chasing the Algorithm
Beyond ensuring your posts reach your fans, Loomer argues that gaming the system creates a ripple effect over the long term. Loomer even points a finger at marketers for the constant algorithm changes. (Enter embarrassed emoji here.)
And Loomer is right! Just as Google updates its search algorithms to weed out blackhat SEO practices, Facebook will continue to update its News Feed filters to make sure the content consumers want is the content they see. Loomer’s examples of how marketers try to game the system represent classic examples of sacrificing strategy for short-term tactical wins. In the end, this takes more work and makes your brand look erratic.
Here’s Loomer’s quote:
Marketers post in ways that are unnatural — ways that users never would — just to take advantage of temporary trends (or weaknesses) in what Facebook is most likely to surface.
So what can you do to always succeed?
To succeed, focus on your audience.
Post content that your audience can relate to. What are your customers interested in? What do they have in common? What catches their attention in casual conversation? What questions do they come to you with? Start by answering these questions and come up with content that serves your customers' needs and interests. If you’re truly appealing to your customer audience, dancing around the ever-changing algorithm won’t be a problem.
Lastly, as you’re figuring out how to post your content on Facebook, keep it simple and follow Loomer’s advice:
What is your objective?
If you are sharing a blog post, you should be focused on getting the most website clicks possible.
If you are sharing a photo, you should be focused on getting as much engagement as possible.
If you are sharing a text update, you should be focused on getting as many comments as possible.
That’s our thoughts though. I’d encourage you to check out Loomer’s post as well.
What do you think? Let us know using the comments below.