Facebook recently changed its algorithm again. This can have a major impact on your work if you run a nonprofits Facebook page. TechCrunch has been studying these changes over time and shared some useful tips on how to keep your nonprofit's Facebook page engagement up.
The four main factors that determine what pops up first on your feed are determined by thousands of things, but there are four key factors to keep in mind:
Who posted it - People who interact with each other’s posts frequently - whether that be tagging one another in photos or just liking them - are more likely to see each other’s posts.
How many people interacted with the post - The more clicks and likes a post gets, the more likely it’ll be to be at the top of your followers news feeds.
The type of content that was posted - If someone usually clicks on videos, they’re likely to see more of those, but if they’re more of a reader, they’ll find more articles
When it was posted - The more recently something was posted, the more likely it’ll be to appear on the top of your followers feed. Facebook also tracks how frequently people get on Facebook, so if a post was from several days ago but a person hasn’t logged on Facebook in that long, it can still pop up first.
While those are the four main factors, it’s important to note that Facebook is constantly changing its news feed, whether that be to correct flaws or add new, exciting features. Here are a few of the newer features that Facebook has added to adapt to its news feed, and how your nonprofit may be able to use that to your advantage.
- More text status updates from friends, and fewer from pages - If you want to get the word out about your nonprofit’s new event, encourage your most active supporters, influencers, and employees to post statuses on their personal accounts. You may see a bigger turnout.
- The ‘See First’ Feature - This is one way Facebook explicitly lets you control your own news feed. Nonprofits should encourage its followers to add you to their list of friends and pages that they’d like to “See first,” and you’ll automatically be near the top of their news feed whenever they log in.
- Showing live videos when they’re live - If you haven’t used Facebook Live yet, it’s time to test it. Your nonprofit can utilize the feature to livestream special moments from your events (protest, powerful speech, etc) and let everyone in on the action from their house or office.