It’s no secret that Facebook changes its algorithm, just like Google does. And they will tell you that the reason they make their changes is an attempt to keep quality content high in newsfeeds, just like Google tries to do for the SERPs. The trick is figuring out what is considered quality content.
Like-Gates Are No Longer A Good Idea
Remember back in 2010 when Like-Gating was encouraged? This practice of forcing a Facebook user to “like” your page in order to see content used to be the thing to do. But now, the Facebook Developer blog has this statement in its August 7, 2014 post which basically reverses the policy:
“You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your app’s Page. To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.”
What Does This Mean For Businesses?
It isn’t easy to keep up with all the tweaking and adjusting that Google and Facebook do with their filters. All you can do is pay attention to what they say and do your best. But if you are working on appealing to your customers and putting content that is valuable to them, there’s a natural flow of traffic to your site and social media presence. People “like” stuff because they like it, and the algorithms pay attention to what the traffic is doing.
How will this new “like” policy affect your Facebook page? It won’t be put in place until November 5, 2014 so there is time to make adjustments. Social Media Marketing is a field that changes constantly, and your strategies need to be flexible so you can keep up with those changes.