Businesses have long grappled with the new digital world of marketing. No longer can you simply choose traditional media and expect business referrals and clients to clamor to your brand. With the rise of social media, the death of phone books and the importance of an online marketing strategy, companies and brands are struggling to keep up with every change from the masters of the online marketing Universe; Google, Facebook, and Twitter. Here is another change to be aware of.
Facebook has just recently updated its search algorithm and provided a new experience for both users and marketers. Search FYI is the addition of active searching of 2 TRILLION posts per day worldwide for its 1.5 Billion posts. Not only are these posts now searchable, but it is done in a way that promotes trends and shareable content.
The head of Facebook’s Search, VP Tom Stocky states “There’s a new way to quickly dive into that discussion.” He’s referring to the new search ability that allows searchers to bring up posts on their searches. As you search in Facebook now, in real time, other relevant and related searches are shown to you providing a quick way to search rising trends that interest users.
What is even more interesting however, is how the social media giant is organizing the results. Results from the new Search FYI provides relevant authoritative news sources, photos, posts from friends and groups of the searching users and finally a listing of public posts, in that order.
As a brand, the last item in the list is the most important. Facebook’s algorithm will be providing public posts to users during these searches. Much like the importance of Google Search, Facebook’s Search FYI can no longer be discounted by brands, even if it is only half of the total volume of global search.
How Can Your Brand Benefit
Although these search algorithms are proprietary, there are some known objectives with this change. Facebook wants more sharing and engagement with posts on their platform to further drive its usage, and potentially revenue.
The saying “Content is King” has never been more important to brands and businesses than today. If you do not have a content strategy to leverage across multiple online channels, especially Facebook, Google, YouTube and to a lesser extent Twitter you are simply losing the marketing war with your competition. Engaging content is considered the most important aspect of a successful online marketing strategy.
3 takeaways to improve your Facebook Strategy
1-Start creating content around current and relevant keywords. Do not simply create content on your own list of keywords that may not be relevant to users. Look for current trends surrounding your target demographic and your brand or company and start creating content targeted to those keywords. Review your keywords often.
2-Make your content engaging and shareable. Facebook rewards posts that are shared. Tell your story in a way that is engaging that encourages sharing and likes. This will require being creative and using multiple mediums like videos and infographics.
3-Become relevant to your audience. Never taking a position never risks backlash, but it also never engenders consumers to be interested in your brand. Search out topics and form a corporate opinion and become relevant, making your brand and company a resource for your consumers.
The world of search and online marketing just altered significantly. Just remember that the bonus in traffic referrals may be a short term gain as Facebook may change the rules again and look to monetize search.