Facebook’s Third Big Change This Year Could Actually Help Small Nonprofits

Julia Claire Campbell Facebook, Marketing, Nonprofits, Social Media 1 Comment

The brilliant minds at Facebook have been busy so far in 2018!

With an apparent desire to get back to their roots of connecting the world and building community, Mark Zuckerberg and co have rolled out three major changes so far this year.

Each of these announcements has implications for nonprofits, brands, and businesses who post content on Facebook Pages. 

Want to learn how to create a Facebook Group for your nonprofit? Get my free Essential Guide e-book! 

First Announcement

On January 11, Mark Zuckerberg announced on his page that “public content” – i.e. posts from Facebook Pages run by businesses, organizations, brands – would be less likely to show up in the News Feed to make way for more posts from friends.

In his words: “I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.”

This led to a flurry of frantic posts, discussions, and debate around the question: Is Facebook killing Pages?

Second Announcement

Then, on January 19, Zuck wrote that Facebook is going to actively work to weed out bad news sources on the site, prioritizing news that is “trustworthy, informative, and local.”

It is unclear how Facebook will determine what separates bad news sites from “trustworthy” ones, but I am sure we will all experience more surveys and most likely, fewer news stories in our Feed, in the coming weeks.

Third Announcement

Last week, the latest update was announced, and if it works as intended, it could be a boon for small, local nonprofits that struggle to get seen in the crowded News Feed.  

Zuck wrote: “Starting today, we’re going to show more stories from news sources in your local town or city. If you follow a local publisher or if someone shares a local story, it may show up higher in News Feed.”

This is great news for small nonprofits who host local events, publish local news, and struggle to reach their community members on the biggest social network.

How will it work?

Facebook says they are going to identify local publishers as those “whose links are clicked on by readers in a tight geographic area.”

So if a post or a news article is from a publisher in your local area, AND if you either follow the publisher’s Page or your friend shares a story from that outlet, it might show up higher in News Feed.

In addition, Facebook is testing a new tool called Today In, which is a section users can click on to find local news, events, and announcements.

They are texting it in 6 U.S. cities and plan to expand it this year.

Small, local nonprofits may benefit from this change, as their news, events, and announcements will show up to more people in their area.

Zuck said himself that Facebook’s focus in 2018 is to “make sure Facebook isn’t just fun but also good for your well-being and for society.”

It remains to be seen what the exact results will be of these changes, but I’m an optimist!

What do you think of the recent Facebook announcements? Leave your thoughts in the comments below. 

 

Free e-book for nonprofits: The Essential Guide to Nonprofit Facebook Groups!

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Everything you need to get set-up and get started with Groups!

Facebook recently announced that they are going to put more an emphasis on building community and encouraging “meaningful interactions” on the site. This means less reach for public posts by brands and organizations.

So what's a nonprofit to do? Get in the community engagement game! One way to build a dynamic, passionate community is to create a Facebook Group.

In this step-by-step guide:

  • The difference between Facebook Groups and Facebook Pages
  • How to create a Facebook Group for your nonprofit
  • The pros and cons to starting and managing a Facebook Group
  • Key considerations when deciding to start a Group for your specific organization
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  1. Pingback: Facebook Changes: How Must Nonprofits Adapt (+ New Best Practices)

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