On January 11, 2018, Mark Zuckerberg posted that Facebook will be "making a major change" and he is refocusing his team's goals to give you the most meaningful social interactions. Bottom line, Facebook will prioritize family and friends on news feeds, and place business content on the back burner.
Should this bother you? The short answer is no. Social media is a "pay to play" market and has been for many years. Organic social media reach has never been as valuable as organic search engine rankings. If you are investing in your content to boost your SEO traffic, and in the process, you are keeping your organic social media content fresh, then you are already doing well.
The Value of Facebook Leads for a Law Firm
Getting likes, comments, and shares on Facebook has always been nice but not necessary for law firms. At BenGlassLaw, we frequently get messages from people who have seen our content. To date, none of those messages have brought us a case. Part of the reason is that we have a high standard for cases. We don't take little cases, and most Facebook messages are low-value leads.
Organic social media has never been a high-value activity for our law firm, but if it is for your practice, you still don't need to worry. If your social media is so active that you are getting leads hand over fist, then it sounds like you are doing a great job of engaging Facebook users. If this is the case, then you will be in good shape even after Facebook's algorithm changes.
Stepping Up Your Game on Facebook Ads
Yes, your organic social media reach will probably decline. However, Facebook ads will still be served to your target audience. Plus, Facebook ads are relatively cheap, so you don't need to worry about breaking the bank to make a scene on Facebook with paid ads.
BenGlassLaw has had success (and failures) with Facebook paid ads. We test many different strategies and communicate the winning tactics to our members. The winning strategies involve:
- Targeting your audience correctly
- Crafting an incredible offer
- Designing an engaging ad that reaches people
Organic Facebook leads may not be valuable, but many lawyers are finding great leads through carefully crafted paid ads. Paid ads are, and will continue to be, the best way to monetize Facebook for your law firm.
Should You Even Try to Get Facebook Like Anymore?
Facebook page likes for businesses are not very valuable. Do they move your bottom line? No. Do they increase your page engagement? No, sometimes just the opposite.
For businesses on Facebook, page likes have always been a vanity play. However, with these new algorithm changes, people who are following your page and elected to see your posts on their news feed will continue to see them.
You need to decide if it is worth your time to push getting more page likes on Facebook. As we mentioned above, organic social media traffic is not valuable, but it can be worth it if you automate the process.