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Quality content rules the Facebook News Feed

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With over 1 billion users worldwide, Facebook is a key social platform for financial services professionals to reach out and connect with customers. Every day, agents and advisors use their Facebook Business Pages to share content, post updates on their business, and provide useful insights into what is happening in the market.
But it is a simple truth that as more advisors and other business owners use Facebook Business Pages, the more crowded a users’ news feeds will become. At best, a user can sift through dozens or maybe a hundred updates a day.
To reduce noise and keep a user’s news feed as relevant as possible, Facebook uses over 1000 filters to determine which posts should get highlighted. Instead of presenting every single story in a user’s network, the company algorithmically chooses the best posts to display to provide the best possible reach and engagement.
In a recent TechCrunch article, Will Cathcart (Facebook News Feed Director of Product Management) highlighted the main filters:

  • How popular (Liked, commented on, shared, clicked) are the post creator’s past posts with everyone
  • How popular is this post with everyone who has already seen it
  • How popular have the post creator’s past posts been with the viewer
  • Does the type of post (status update, photo, video, link) match what types have been popular with the viewer in the past
  • How recently was the post published

As an agent or advisor, you’ve worked hard to build a loyal and active following on your Facebook Business Page. Make sure you keep those followers engaged and up-to-date by posting timely, relevant content.
Focusing on consistency and quality of content will help you increase the prominence of your business page’s posts in your followers’ news feeds.
Learn more:

The Facebook Business Pages redesign and what it means for financial professionals

Facebook recently announced that it is rolling out a new look for Facebook Pages. The new streamlined design will change the way business pages look for both Facebook users and page administrators.

What’s changing?

Facebook will get rid of the two-column design that splits activity to the right and left hand side of the page on the desktop version of the site. Now, all posts and activity will be displayed in a single column on the right-hand side of the page, similar to the single-column view that mobile users currently see. Information about your business (including a map, hours, phone number, and website) will now be displayed on the left hand side.

This change mirrors updates that Facebook made to personal pages a year ago.

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What’s new for admins?

The new layout will provide page administrators even easier access to key admin tools. A new navigation at the top of the page will make it easier to access your activity, insights and page settings. The “Build Audience” menu will also give admins the ability to access their Ads Manager account directly.

In addition to the design changes, a new feature called “Pages to Watch” is being rolled out. This feature lets administrators create a list of other pages to monitor and compare metrics versus your own. This will allow you to easily benchmark your Facebook social presence against competitor pages or any other pages you wish. Specifically, you will be able to compare new page likes, total page likes, posts this week, and engagement this week.

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What about custom Facebook Tabs?

These changes will also make custom Facebook tabs even less prominent, putting them under the “More” dropdown in the top navigation of the page. If you currently have tabs in place, it does not seem like there is anything that you can do to make them more visible.

What about compliance?

These changes should not affect any supervision provided by Hearsay Social. Although the site layout is changing, the information displayed remains the same and the Hearsay Social compliance solution will maintain the same coverage as provided with the previous business page design.

What do you need to do?

There is no action needed for financial professionals using a Facebook business page. These changes will be rolled out in waves to business pages. Facebook did not specify when every page will have the new design, but we are already seeing some new pages with these changes (for example: the Facebook for Business page).

However, since the new design features information about your business on the left hand side (map, hours, phone number, website URL, photos and videos), if you have not filled out some of these fields the left hand side of your page may look incomplete.

Disclaimer: The material available in this article is for informational purposes only and not for the purpose of providing legal advice. We make no guarantees on the accuracy of information provided herein.