Decrease in Facebook Likes, Increase In Engagement Ratio

Whether it’s managing a billion dollar company’s Facebook Page or a Page set up to sell Younique mascara, social media managers constantly track Page activity, especially the number of likes a brand has earned.

Well, Page managers have probably noticed over the last two weeks that Page likes have decreased—in some cases significantly. Don’t worry. Fans didn’t unlike the Page due to any reason a manager could control. Facebook took the liberty of removing Page likes from deactivated Facebook accounts in order to keep the Page like count more accurate.

According to Quintly, Pages lost 3% to 4% of their likes due to this adjustment. We have seen a range of decreased likes in the Pages we manage, from losing 7 likes to losing close to 45. Now that’s enough to make any Page manager freak out!

All in all, this is a positive adjustment when it comes to analyzing data. Figures will be more accurate and reliable in the future. When it comes to using Facebook as a business tool, it’s all about the engagement ratio. User engagement with Page content increases that Page’s organic reach. If you have a million likes and only 10 people engage with posted content—a.001% engagement rate—then the Page cannot be considered a successful business tool. However, if you have 150 Page likes and 10 fans engage regularly—a 6.7% engagement rate—now that is a success. So by clearing out these inactive accounts, which are obviously not engaging, this in turn increases the Page’s engagement ratio.

Never truer has been the adage “quality over quantity.”

Recent Facebook Changes

Facebook is known for always being in beta, meaning they are frequently and continually making changes and adjustments to the site. In addition to recent algorithm changes, here are some other recent updates Facebook has introduced.

Searching for posts:
Functionality launched just this past week, you are now able to search and sift through past posts when using Facebook Graph Search. Facebook states that after receiving feedback on the Graph Search feature, which launched in 2012, they narrowed down what is important to the user—post search-ability. With a quick search, you can get back to that fun video from college, a news article you’ve been meaning to read or photos from your friend’s wedding.

Facebook Post Search

Saved posts:
This happens all the time—you stumble across an article on Facebook you would like to read but don’t quite have the time to read it at that moment. Well, now you can save posts! Similar to bookmarking sites such as Evernote, Facebook will let you easily save and recall content. If you find a post you would like to save for later, just click the drop-down menu and select “Save.” Once you have saved the post, a saved file will appear on the left-hand side of your newsfeed, allowing you to access all of your saved posts. 

Facebook Saved Post

Rooms for interest:
Channeling back to the chat room days of the Internet, Facebook has introduced a product called Rooms. Rooms lets users create a place for things that they are into and invite other people with the same interests. The room is essentially a feed of text, photos and videos—whatever users in the room post—pertaining to a topic determined by the room creator.  It’s a customizable app that allows you to use “nicknames” instead of real names, which is very unlike Facebook.

When you join Rooms, other rooms will be recommended to you. It is assumed that the Room recommendations are based off of the interests you have shown on Facebook; however, there is currently no way to search for a room. You can get into a room by snapping a photo of the Room’s QR code.

Though this is the most intriguing addition to Facebook, there are a lot of factors that may cause this to be a short-lived feature. It seems to be a mix of Facebook Groups and Facebook Messenger, with a twist of ambiguity.

Facebook Rooms

Facebook Groups app:
If you’re not a fan of the anonymity of the Rooms feature, the Facebook Groups app could be the thing for you. Facebook Groups are a great way to stay in touch with people with shared interests (sounds familiar). Within the groups, you can post updates, links, photos, start new discussions, find new groups to join and even create a new group through the app. The app will show all of your groups in one location, and the groups you use most frequently will be at the top.

FB Groups

The Buy button:
The Buy button has been a talked-about feature for a while now, but finally started testing back in July and is starting to roll out in select areas. The Buy button allows users to purchase items from ads or posts—without leaving Facebook. If rolled out widely, this could change social e-commerce and really help businesses drive sales through Facebook.

Since Facebook makes frequent changes, we can look forward to more features and apps from the powerhouse social site in a short matter of time. With rapid changes, it’s hard to stay on top of it all and that is why you can call us. Robertson & Markowitz Advertising & PR’s Web department, Robmark Web, specializes in social media—along with SEO and website development.