19 Jan 2018
Facebook has announced changes to its newsfeed – how will your charity be affected?
Facebook is a fantastic tool to engage with both new supporters who may not have heard of your charity raffle or lottery, as well as existing supporters who you want to re-connect with. For many charities, Facebook allows them to build an invaluable relationship with their followers, sharing news, engaging on related topics and promoting relevant products. However, this relationship could be set to change.
“over the next few months, we’ll be making updates to ranking so people have more opportunities to interact with the people they care about.”
Adam Mosseri, Head of News Feed at Facebook. 11th January 2018
Facebook has stated they will “prioritise posts from friends and family over public content, consistent with our News Feed values.” This will bring about a shift from brand posts to greater focus on content from a person’s family, friends and other individual contacts.
“we’ve gotten feedback from our community that public content – posts from businesses, brands and media – is crowding out the personal moments that lead us to connect more with each other.”
Mark Zuckerberg, Facebook Co-Founder & CEO
What does this mean for your charity?
For charities who rely heavily on organic Facebook traffic, this latest change could prove a challenge. However, it’s important to remember that your charities posts will still appear in your followers’ timelines and paid ads are unaffected by the change.
What should you do?
- Firstly, don’t panic. Whilst this change looks like a bump in the road for charities seeking to optimise their Facebook activity, it certainly doesn’t rule it out as an effective relationship building tool.
- Focus on good quality content your supporters will want to talk about and share with their friends and family. This will continue to be, and always has been, the best way to engage with your followers, and allows your posts to reach a much wider audience. Where people ask questions or comment on posts your charity has been mentioned in, be sure to respond and take part in the conversation – actively engage with your digital community as this will help maximise your charities online profile.
- Develop groups for different areas of your charity which supporters can use as discussion forums. This will encourage conversation and engagement.
- Remember, Facebook (and other social media channels) should be used to engage and communicate in the first instance, not to sell. Your website visits and conversions will come from building up a trusted relationship with your followers.
For more information on this latest change, how it could affect your charity, and what you should do, contact us today and speak to our digital specialist.