The goal of every update to News Feed is to show people the most interesting stories at the top of their feed and display them in the best way possible. We regularly run tests to work out how to make the experience better. Through testing, we have found that when people see more text status updates on Facebook they write more status updates themselves …
We are learning that posts from Pages behave differently to posts from friends and we are working to improve our ranking algorithms so that we do a better job of differentiating between the two types … Page admins can expect a decrease in the distribution of their text status updates, but they may see some increases in engagement and distribution for other story types.
The above is an excerpt from Facebook’s Newsroom on January 21, 2014. (If you are not quite sure what they are trying to say, you are not alone.)
The takeaway seems to be that if you have a Personal Facebook page you should be adding a lot of text updates (What’s on your mind?) to your page, which will encourage your “friends” to add more text updates to their personal pages. And Facebook will make sure you and your friends see more of these updates.
This is fine if you are using Facebook only to connect with your friends.
However, Facebook tells us that it doesn’t work the same way for Business Pages. In fact, Facebook will now actually show fewer text updates on Business Pages. They are, in fact, quite blunt about it: If you run a Business Page, you should be doing something else.
Free updates, done correctly, will still see a benefit in SEO and Graph Search Results. Businesses that produce truly valuable and shareable content will also see their “likes” rise and organic shares to friends of friends increase, which can be a profitable strategy. However, more and more, that “something else” includes paying for Facebook ads and boosted posts.
For business owners, many of whom do not have time to read Facebook’s Newsroom posts, it is difficult to stay current on the best ways to attract and speak to the right audience. Also, figuring out a strategy and budget that includes targeted ads and boosted posts can be daunting.
But because Facebook delivers such a huge audience (over 1 billion) business owners who ignore it (or don’t use it correctly) do so at their peril.
Smart business owners are beginning to view this and other Social Platforms as the sophisticated marketing tools they are, and finding the professionals who understand how they work, and can help the business get the most benefit from them.