This e-guide will give you tips and tactics to overcome 'stubborn' Facebook's newsfeed algorithm to achieve better results with your Facebook Page.

2. New Facebook Newsfeed Algorithm
and Its Impact On Brand Pages
Everything you need to know

3. General Overview of 2016 Facebook
Newsfeed Algorithm Changes in detail
First of all we should all understand that the goal of Newsfeed is
to show people the stories that are most relevant to them.
On 29th
June, 2016, Adam Mosseri, VP, Product Management,
News Feed announced the biggest change to Facebook’s news
feed. According to Adam, these are aimed at helping you see
more post from friends and families rather than pages.
When we launched News Feed in 2006, it was hard to imagine
the challenge we now face: far too much information for any
one person to consume. In the decade since, more than a billion
people have joined Facebook, and today they share a flood of
stories every day. That’s why stories in News Feed are ranked —
so that people can see what they care about first, and don’t
miss important stuff from their friends. If the ranking is off,
people don’t engage, and leave dissatisfied. So one of our most
important jobs is getting this ranking right.
As part of that process, we often make improvements to News
Feed, and when we do, we rely on a set of core values. These
values — which we’ve been using for years — guide our
thinking, and help us keep the central experience of News Feed
intact as it evolves. In our continued efforts to be transparent
about how we think about News Feed, we want to share those
values with you.

4. Explaining Facebook Newsfeed Values
According to Facebook , their success is built on getting people
the stories that matter to them most. If you could look through
thousands of stories every day and choose the 10 that were
most important to you, which would they be? The answer
should be your News Feed. It is subjective, personal, and unique
— and defines the spirit of what we hope to achieve.
These values from Facebook are
1. FRIENDS AND FAMILY COME FIRST:
Facebook was built on the idea of connecting
people with their friends and family. That is
still the driving principle of News Feed today.
Our top priority is keeping you connected to
the people, places and things you want to be
connected to — starting with the people you
are friends with on Facebook. That’s why if it’s
from your friends, it’s in your feed, period —
you just have to scroll down. To help make
sure you don’t miss the friends and family
posts you are likely to care about, we put
those posts toward the top of your News Feed.
We learn from you and adapt over time. For
example, if you tend to like photos from your

5. sister, we’ll start putting her posts closer to
the top of your feed so you won’t miss what
she posted while you were away.
Our research has also shown us that, after
friends and family, people have two other
strong expectations when they come to News
Feed:
 Your feed should inform. People expect the
stories in their feed to be meaningful to them
— and we have learned over time that people
value stories that they consider informative.
Something that one person finds informative
or interesting may be different from what
another person finds informative or interesting
— this could be a post about a current event, a
story about your favorite celebrity, a piece of
local news, or a recipe. We’re always working
to better understand what is interesting and
informative to you personally, so those stories
appear higher up in your feed.

6.  Your feed should entertain. We’ve also found
that people enjoy their feeds as a source of
entertainment. For some people, that’s
following a celebrity or athlete; for others it’s
watching Live videos and sharing funny photos
with their friends. We work hard to try to
understand and predict what posts on
Facebook you find entertaining to make sure
you don’t miss out on those.
Explanation: What it means that, Facebook
now put users of their platform (friends and
families) first before publishers and brand
pages. As their main mandate is to connect
family and friends connected not family and
pages/friends and pages, by this new changes,
Facebook will know let post from friends,
friends of your friends appear more on your
newsfeed than from a brand page. Moreover
come to think of it, Facebook’s growth rate
has been made possible by you and I; those
that have created a Facebook account to
connect with their friends and families, see
what their friends are sharing and these make

7. the platform a great place for people to
continuing using it.
A PLATFORM FOR ALL IDEAS
We are not in the business of picking which
issues the world should read about. We are in
the business of connecting people and ideas —
and matching people with the stories they find
most meaningful. Our integrity depends on
being inclusive of all perspectives and view
points, and using ranking to connect people
with the stories and sources they find the most
meaningful and engaging.
We don’t favor specific kinds of sources — or
ideas. Our aim is to deliver the types of stories
we’ve gotten feedback that an individual
person most wants to see. We do this not only
because we believe it’s the right thing but also
because it’s good for our business. When
people see content they are interested in, they
are more likely to spend time on News Feed
and enjoy their experience.

8. It’s important to note that while we welcome a
multitude of viewpoints, we also believe
strongly that people should feel — and be —
safe when they use Facebook, and we
therefore have Community Standards that
define the behavior that we think is out-of-
bounds on the platform. We think it’s possible
to be inclusive without making Facebook a
place where people are subjected to attacks,
hate, or other harmful behavior.
EXPLANATION: Facebook is saying that
stories/post that will appear in a user’s
newsfeed will be collections of stories that
user has shown interest in. eg. If you tend to
like photos from your sister, we’ll start putting
her posts closer to the top of your feed so you
won’t miss what she posted while you were
away. And also by a user using various control
tools you can now click on a friend timeline,
whether you want to see his posts first, unhide
posts from your friend etc. (we will discuss it
in the later pages). Facebook also assures all
users that in as much as posts from your

9. friends/families will appear higher in your
newsfeed, in their quest to make the platform
a family save environment, they are not going
to entertain and let appear certain posts from
your friends that are distasteful eg.
Hate/insulting posts.
AUTHENTIC COMMUNICATION
The strength of our community depends on
authentic communication. The feedback we’ve
gotten tells us that authentic stories are the
ones that resonate most. That’s why we work
hard to understand what type of stories and
posts people consider genuine — so we can
show more of them in News Feed. And we
work to understand what kinds of stories
people find misleading, sensational and
spammy, to make sure people see those less.
EXPLANATION: With this, Facebook with this
new newsfeed changes will not accept
spammy, sensational and misleading contents.
Irrelevant or unsolicited messages by users
with the internet of click baiting, taking your

10. vital information or advertising a product will
not be accepted. Only genuine stories will play.
How Posts get in to your Newsfeed
(For both pages and Individuals)
Before we share some tips for what content to
post on Facebook, it’s important to first
understand how content is actually appearing
in a user feed.
 Facebook Newsfeed Algorithm is being
backed by:
Who posted it (Interest): How close you are
related to the user that posted the content. Eg.
If you like to comment, like, and share one’s
content, facebook is likely to let his post
appear in your newsfeed.
Type of content (Type): Type of post eg.
Status, photos, link, videos
Interactions with Post (Post): Overall
summation of engagement on the post. It

11. deals with how many likes, comments, shares
on the post. With this, Face book will let posts
with high engagement to appear in one’s
newsfeed.
When it posted: It deals with when (time) the
post got posted. The recent; how new the post
is.
Simple formula to describe the new newsfeed
algorithm is:

12. How to Control What Appears in Your
Newsfeed
As much as Facebook will push posts from
your friends to you more often than brand
pages, Facebook has also given you tools to
help you see first posts from friends/families
you like to, as well as hide posts from certain
friends/families you don’t like to see.
These tools are: “Unfollow, “Hide”, and See
First.
Unfollow: Helps you to unfollow any of your
friends. You will not receive any post from
friend you unfollow;
Hide: This tool will let you hide post from
your friend.
Default: See post as usual from your
friends/brand pages
See First: See new posts from Pages/friends at
the top of your News Feed.

13. How to Unfollow (For Friends/Families)
If using Facebook on browser, go to your
friends profile, click “Following” button, then
select unfollow.
Image credit: efrennolasco.com
Use the same process for “see first” and
Default.

14. How to See First Post (For Brand Pages)
1. Go to the Page by clicking its name in
your News Feed or searching for it
2. On the Page's cover photo, hover over
Liked
3. Select Unlike from the dropdown menu
Use the same process for “Default”
IMPACT ON FACEBOOK BRAND PAGES
According to Facebook, “this new changes will
cause reach and referral traffic to decline for
some Pages. The specific impact on your
Page’s distribution and other metrics may vary
depending on the composition of your
audience. For example, if a lot of your referral
traffic is the result of people sharing your
content and their friends liking and
commenting on it, there will be less of an
impact than if the majority of your traffic
comes directly through Page posts”

15. What this means if your page reach and the
traffic you get from your Facebook is as a
result of your page followers/ hired social
evangelists who share your post and their
friends liking/commenting on them. Reach
and the traffic will reduce, on the basis that,
per the new changes, Facebook will show
posts from friends/families rather than pages.

16. HOW BRAND PAGES CAN OVERCOME NEW
FACEBOOK NEWSFEED ALGORITHM
Having heard from Facebook itself that, they is
going to be reduction in reach and referral
traffic, we have provided these tips to help
your Facebook pages overcome the difficulty
the new Facebook newsfeed algorithm brings.
1. Provide Informative Contents: People
likes post that seek to inform them
about recent events, products updates,
how-to guides. With this, you may hire a
social media agency to develop a
content marketing plan or make an audit
of your current content plan to make
sure that you are feeding your page
audience with the right content.
Moreover, we recommend hiring me to
train your staff on this.
2. Provide Entertaining Contents: As I
always tell first time clients, Facebook
page is not an advertising billboard for

17. selling. Facebook page is a platform to
provide entertaining content to your
audience. Providing
entertaining/informative content to your
audience will go a long way to build
trust and relationship among your page
audience. The result you cannot
quantify.
3. Story Telling (Authentic Communication)
: Providing genuine information about
your product or an industry related
event also affect how fast your page
audience resonate with your post. Using
real life stories in telling your fans about
your products is highly commended.
4. Empower Your Audience: For pages who
can’t afford to provide to do any of the
above, you may empower your audience
by telling them to click “see first” on
your page to make sure your post reach
them anytime you post.

18. FACEBOOK PAGE POSTING BEST PRACTICES
Brand Pages may also follow Facebook’s page
posting practices.
1. Post consistently
Being consistent in the quality and types of posts
you create can help people know what kinds of
messages to expect from you and how they tie into
your business.
A content calendar can help you plan ahead and
make sure posts use a similar message each time.
You can:
 Schedule posts for when most of your audience is
online
 Highlight days for major business events or product
news
 Create targeted messages that tell your story

20. 2. Target your posts
Depending on your goals, you may want
to post something that will interest
people in specific ages, genders or
more.
Here's the easiest way to control who
sees a post:
1. At the top of your Page click Settings,
then click Post Targeting and Privacy and
check the box
2. Create a new post on your Page
3. When done, select the target icon in the
bottom left corner and click Add
Targeting
4. Target based on gender, interests, age,
location and more. As you refine your
targeting, you'll see how many people
your post could potentially reach.
5. Click Post
Example: Sophia Forero, a jewelry
eCommerce business, targets posts by

21. gender and education and tests different
geographic regions based on where her
fans are most engaged.
3. Keep post images and text fresh
The more recent your posts, the more
interesting people will find them. To
keep your posts interesting:

22.  Post timely content. For example, if an
important holiday has just passed, it’s
time to post about the next holiday or
event.
 Test which posts work best and review
their performance. Create different posts
with the same objective, but switch the
photos and copy.
 Respond quickly to comments on your
posts to let fans know you're listening to
feedback.
Example: Plated tests different images of
menu items, products and individual
employees to tell their story.

23. 
. Boost important posts
The best way to reach people who matter to you when
promoting your products or services in your posts is with
Boosted Posts.
Simply click Boost at the bottom of an existing or new post
that's promotional to:
 Increase purchases by taking people to your site with link
posts

24.  Reach more people through important posts like new
product or service announcements
 Find new customers by targeting new audiences
5. Publicize exclusive discounts and promotions
with ads
If you're looking to inspire more purchases from your
posts, create Facebook Ads with special discounts or
promotions.
 Use link ads to drive people to your site, and
include special codes they can use at checkout
 Drive urgency with a time prompt like “free
shipping, this weekend only" or "12 hour flash
sale"
 Promote only products or services you think your
audience is most interested in
 Advertise end-of-year contests and giveaways to
drive customer loyalty and sales
Example: Sierra Trading Post boosts posts about limited
time discounts like "get an extra 30% off clothing this
weekend only!".

25. 6. Connect with words and pictures
The right combination of images and alluring copy that
reflect your business objectives can really get your

26. audience interested. Keep these tips in mind when writing
posts and ads:
 Use high-quality photos that showcase your
business or products, or lifestyle images of people
interacting with them
 Keep your sentences short and instructive. Quickly
inform people why they should pay attention.
 Avoid promotional phrases such as "buy now" and
"shop now." This language may make it harder for
your posts to reach the people you care about.
 Test different photos and messages to see which
ones your audience responds to most
Example: Joseph Nogucci, a jewelry eCommerce business,
promotes new product designs by boosting posts with
discount codes and high-quality images of their bracelets.

27. 7. Review post performance (Facebook Analytics)

28. You can get a better understanding of who your most
engaged audience is by regularly checking your Page
Insights. It shows you:
 Post engagement, such as the number of people
your posts were shown to, likes, comments, shares
and more
 People who like your Page and other demographic
information, including their genders, ages and
locations
Once you know who your most engaged audience is, you
can refine your Boosted Posts to appeal to them and
adjust your targeting accordingly.

29. 7 Ways to Help a Complaining Customer into
a Complimenting Customer
1. Listen
“To listen closely and reply well is the highest
perfection we are able to attain in the art of
conversation. ” – Francois de La Rochefoucauld
2. Respect
“For us, our most important stakeholder is not
our stockholders, it is our customers. We’re in
business to serve the needs and desires of our
core customer base.” ~ John Mackey
3. Trust
“To keep a customer demands as much skill as to
win one.” -American Proverb
4. Reward
“Customers may forget what you said but they’ll
never forget how you made them feel. “

30. 5. Deliver
“Customers don’t expect you to be perfect. They
do expect you to fix things when they go wrong.”
~ Donald Porter
6. Irresistible offers
“Here is a simple but powerful rule: always give
people more than what they expect to get.” ~
Nelson Boswell
7. Relationships
“In the world of Internet Customer Service, it’s
important to remember your competitor is only
one mouse click away. “ ~ Doug Warner
Bernard Kelvin Clive Personal Branding Coach/Brand
Strategist at BKC Consulting, Lifestyle
Entrepreneur, Amazon bestselling author of twenty-five published
books. Ghana's foremost authority on Personal branding and
Digital Publishing who hosts the #1 ranked Business &
Career Podcast in Ghana/Botswana.
www.BKC.name

31. Compiled by Gad Ocran
About Gad Ocran: Gad Ocran is a Senior Digital Marketing
Strategists with GO GROUP LTD. He is in charge of bringing out
the best digital strategy to suit business of all kinds. Gad has
trained several companies in the field of digital marketing
(Social Media , S.E.O., Lead Generation, Analytics..)
Email me: gad@getghanaonline.com