Facebook announced changes to their News Feed algorithm that will diminish organic reach from publishers and public pages, instead prioritizing posts from friends and family, as well as posts that generate quality comments. The document provides four steps to help pages prepare: 1) Encourage followers to select "See First" notifications; 2) Evaluate what content your audience finds most helpful, educational or entertaining; 3) Incorporate more live video; 4) Make comment-based engagement a priority. It emphasizes the importance of engaging audiences through provocative yet appropriate content that inspires conversation.

1. Algorithmageddon?
What the change in Facebook’s News Feed means for you.
Stephania Villar
Content Marketing, UCSD Extension
January 29, 2018

2. So What’s
Happening?
● Diminished organic
reach from publishers,
public pages.
● Giving greater News
Feed weight to posts
from family and
friends.
● Giving greater weight
to posts with “quality”
comments
● “Pages may see their
reach, video watch time
and referral traffic
decrease.”
https://newsroom.fb.com/news/2018/01/news-feed-
fyi-bringing-people-closer-together/
January 11, 2018
Facebook announced changes
to their News Feed
algorithm.

4. Organic reach has been plummeting already.
https://www.socialmediatoday.com/social-business/new-study-finds-facebook-page-reach-has-declined-20-2017

7. “... the key things is understanding what
types of interactions people find meaningful,
what inspires them to interact more or share
more in the future.”
- Adam Mosseeri, Facebook VP of Newsfeed
Wired, 1/13/2018
https://www.wired.com/story/facebooks-adam-mosseri-on-why-youll-see-less-video-
more-from-friends/
Photo: STEVE JENNINGS/TECHCRUNCH/GETTY IMAGES

8. One Small Step...
Or four.
Really, it’s four small steps.

9. 4 Things You Can Do To Prepare for
Algorithmageddon
1. Encourage fans and
followers to “See First”.
2. Evaluate what your
audience finds helpful,
entertaining, or
educational.
3. Incorporate Live Video.
4. Make comment-based
engagement paramount. Blowing up the asteroid. Armageddon (1998 film)

10. Simple Things First: See First.
Ask your followers to see make sure
they get your updates. Invite them
to set as See First.
Not everyone will do it, but this
simple reminder will assure you
appear in front of your biggest
advocates and influencers.
Try doing it after a successful
engagement or leave a comment on a
successful post!

11. What Does My Audience Value?
You should be asking this constantly,
but now’s a good time to really make
it a priority!
Facebook will value content that is:
● Helpful
● Educational
● Entertaining
What do you have to offer your
audience in these categories? BuzzSumo, The Most Shared Facebook Content 2017. The
Top Viral Posts, Videos and Articles, By Steve Rayson
on December 12, 2017.

12. Incorporating Live Video
● Take your audience places they
can’t go.
● Join forces with an influencer.
● Think of a scheduled series.
Steps
● Promote and plan beforehand.
● Have interaction guidelines in
place before you go live.
● Pre-write a great description.
● As long as your audience can hear
and see clearly, it doesn’t have
to be a flawless production.
In 2016, Candace Payne established the record for most
Facebook Live views with her Chewbacca Mask video.
https://www.facebook.com/candaceSpayne/videos/10209653
193067040/

13. Be Provocative
● Provoke conversation.
● Content doesn’t have to be
political to be provocative.
○ Share memories.
○ Share tips.
○ Incorporate your followers into
your content.
○ Gentle competition.
○ It’s a conversation!
● Pay careful attention to your
language, captions, and
phrasing.
● Don’t. Bait.
○ “Tag a friend” “Leave a
comment!” “Like for yes! Angry
face for now!”

14. There are many things brands can do
to help. Including:
● Linking Group Pages
● Linking Show Pages
● Make sure local, small business
are on Facebook Local
● Publish less, focus on quality
● Avoid baiting
● User generated content
● Encourage dialogue! Ask
questions, ask for answers.
But Wait! There’s More!

16. Questions?
Have any?
I do!
● How can you learn what
your audience will best
engage with?
● Does this change to
Facebook mean your brand
will or should focus on
other social media
platforms?
● What kinds of social
media guidelines do you
need to develop for your
marketing team in order
to meet these changes?

17. Cheers. You got this.