Original post found on LinkedIn Publisher from July 13, 2015 here.
The recent (and somewhat overlooked) update to Facebook Pages in regards to how content engagement will now be measured seems like an AMAZINGLY important change for brands, businesses, and really anyone that manages a Facebook Page OR is even just responsible for the content that is posted there.
From the Facebook Newsroom post:
There are times when, for example, people want to see information about a serious current event, but don’t necessarily want to like or comment on it. Based on this finding, we are updating News Feed’s ranking to factor in a new signal—how much time you spend viewing a story in your News Feed.
THIS IS HUGE NEWS!
The fact that Facebook will seemingly now give more credit to content that keeps the reader’s attention is a large shift in their philosophy. The long-held belief and strategy has always been to strive to create content that generates engagement in the form of Likes, Comments, and Shares, with the Comments and Shares holding generally more weight than a quick Like on a post.
However, if their algorithm will now be using “time spent on posts” as a way to decide how users will be served content, that’s a WHOLE DIFFERENT BALLGAME. This means that it actually will be beneficial to produce MORE and BETTER content than ever before and then place it on a Facebook Page along with your owned media. Again, this would be a strategy that is not in line with what the industry (including myself) has been preaching all along. Up until now its been more important to post your content on your site where you control what happens.
Now, the optimal plan of action would be to post on both your Facebook Page natively AND on your owned space (your own website/blog).
At the end of the post they state the following:
We’ve started rolling this out and will continue over the coming weeks. We do not expect Pages to see significant changes in distribution as a result of this update.
They may not expect distribution changes BUT you better believe they expect to see changes in how the engagement will be measured.