Monday I noticed that when I “share” Facebook content from our rockin’ associations and friends, only about a dozen people see it.
How frustrating! The point of social media (at least one of the points, anyway, in my opinion) is for groups and people to engage and share all of the great resources available on line. Why, then, does Facebook seem to have its display algorithm arranged so that if you do see great content from another association, that if you share it few of YOUR people see it?
Let’s take a moment to break down the concept of a display algorithm. Social Media platforms like Facebook and Pinterest have hundreds of thousands of pieces of content that get split up and displayed on various “home feeds” depending, of course, on privacy settings, connections, etc. It’s up to a set of rules to determine which pieces of content make it onto the feeds, and different things will bump up the likelihood that a piece will be seen. It's good for a piece of your content to be displayed on feeds because it gets more exposure as content and opens more people up to your organzation.
It gets really complicated, but some things tend to work more to optimize visibility. Links get more views. Pictures get more views. Text-only status updates do not get prioritized as highly. Of course this is all subjective to time of day, other content out there, and so on and so forth. Like I said, really complicated.
But the short answer is that social media platforms like Facebook change their algorithm all the time. It’s hard to stay out in front of it, and chances are as a small staff association executive, you don’t even have time to think about it.
Your bottom line is this: you want more people to see the valuable content you share on Facebook, but how is that going to happen when shares aren’t making it to your members’ feeds?
Don’t stop sharing.
Consider reposting the content and “tagging” the original group or page that posted it with an “@mention” and a little comment. For example, “Check out this great article posted originally by @MemberClicks!” Don’t hit the “share” button, but definitely pass along credit.
And try not to worry. Honestly, this could be a temporary bug or a permanent change to how members see their Facebook feeds. Either way, though, keep on keepin’ on with social media! You will see benefits!