Facebook is a part of our daily lives. As consumers, we use it to see what’s happening with friends, family, and businesses or organizations we like and respect. As hotel marketers and owners, we use Facebook to engage with our base and acquire potential customers. We use it to deliver informative and entertaining blogs, post info about special room offers, share gorgeous photos of destinations, fun insights into the people behind the scenes, and more. But Facebook’s Mark Zuckerberg just announced a big update to the platform’s algorithm that will soon change the face of Facebook. What will this Facebook update mean for your business?
The idea behind the update is to increase meaningful interactions between people, not pages. As a user, this Facebook update means there will be less public content from publishers and businesses. As an hotelier that means it will be harder for your base and potential customers to see your information. Harder but not impossible…
It’s too early to tell the full extent this update will impact your business page. We do know
We also know the algorithm will give more weight to public content that encourages meaningful interactions between people.
HOW TO WORK WITH THE FACEBOOK UPDATE TO REACH OUT TO POTENTIAL GUESTS?
ASK YOUR FACEBOOK FANS/FOLLOWERS TO PRIORITIZE YOUR POSTS
It’s a big ask, but it’s important. If they don’t do this, they will not receive updates and information about specials, packages, room or property features, and more.
ASK THEM TO:
- Go to your Facebook business page.
- Click on the “Following” tab and then select “See first” from the drop-down menu options.
- Under the same tab, under Notifications, they also need to select “On.”
INSTRUCTIONS FOR MOBILE USERS IS SLIGHTLY DIFFERENT. ASK THEM TO:
- Go to your business page on their mobile device.
- Tap “Following.”
- Tap “See First.”
- At the top of the screen, they can also select “Get Notifications.”
- Directions for Followers accessing options from their computer (left) and mobile devices (right).
You can automate these messages via Instant Messaging using Quicktext.
CREATE AUTHENTIC POSTS THAT ENCOURAGE COMMENTS AND DISCUSSION
Public posts that encourage comments and discussion between people will get more weight in news feeds. Create authentic content that people will want to comment on and furthermore discuss amongst themselves.
Facebook can tell if people enjoy your posts or not. If you make posts that are not getting any engagement, Facebook won’t show that post to any more people. However, if you get engagement such as likes, comments, and shares, Facebook will see that people are enjoying it and will show it to more people. With the new algorithm, this will be harder than ever, but also more important than ever.
Facebook will reward you if you go live. According to Facebook, live videos get 6 times more interaction than pre-recorded videos. Live videos also prompt discussion. Take a few minutes to go live to connect with your audience. Maybe you want to give a look at a newly renovated room or show your breakfast buffet, or interview a regular guests. Don’t worry. Your live feed doesn’t have to be perfect, it just needs to be “real.”
PAY TO PLAY
Since the algorithm will impact the organic reach of your Facebook posts, it’s likely you’ll have to pay to reach your target audience. Facebook’s ad algorithm is not expected to change in the near future, meaning that ads implemented right now will not be affected. The paid advertising is hyper-focused, and that’s certainly an advantage. You have basically ensured visibility for your business. However, even though you’ll be paying for targeted distribution, you’ll still need to make sure your content is top-notch so viewers will want to click to learn more.
If you are interested in creating Facebook ads, they should be used for creating awareness and promotion. It is predicted that with the new algorithm change, many businesses will be forced to turn to paid content. Your ads will be competing against other businesses’, so make sure your content is the best it can be.
MAKE SURE YOU HAVE QUALITY CONTENT ON YOUR WEBSITE, BLOG AND IN EMAILS
While Facebook has been a fantastic avenue for exposure and referrals, it’s not your only one! You still have organic reach for your website and blog, other social media platforms, and direct email campaigns. Now is the time to make sure you are creating engaging and optimized content on your website (including blogs and landing pages). Make sure your website includes clear calls to action and it’s is easy for people to navigate and book during their visit. You’ll also need to strengthen your email content to ensure it’s targeted and engaging.
HOW WE CAN HELP?
We understand all of this can seem a bit overwhelming. We’re here to help! If you have questions about the Facebook update or want to know how we can help you stay in front of your target audience, please contact us.