This year has not been too kind to Facebook, with the news about Cambridge Analytica and Mark Zuckerberg being asked to testify in front of Congress. Zuckerberg and his team used it as an opportunity to change the Facebook algorithms, again, and this can still bode well for your nonprofit if you’re smart about it.
The big news was that Facebook decided to focus on local news and events. Alex Hardiman and Campbell Brown of Facebook announced, “Now, people around the world will see more news on Facebook from local sources covering their current city and other cities they may care about.”
The reason this was done was that after the disastrous press and scrutiny they received about user data and privacy, the focus on more local news content for their users was viewed as a smarter approach to ensure their AI could better root out low quality and “fake news” content. Whether this, in fact, occurs remains to be seen. However, it’s a change that can benefit nonprofits if they are savvy enough to make news in their local areas.
Additionally, there was also a change in Facebook’s algorithms that Zuckerberg announced in the first month of 2018 stating that the social media giant was going to get back to basics. It was going to prioritize posts from friends and family as opposed to brands. Initially, this announcement sent shudders in brands, until they figured out how to go about capitalizing on the changes. You too can do the same thing for your nonprofit organization.
How to Make Facebook Work for You
We know that through the years Facebook has been tweaking its algorithms to make organic reach harder to come by for brands. In the good old days, your brand was able to have a high-level of organic reach about the work of your nonprofit. Today, organic reach is in the low single percentile digit and declining, and some experts argue that Facebook and other platforms will continue to have their AI throttle any organic reach to zero, which will then force every brand to “pay to play.”