Facebook has once again tweaked it’s algorithm in a way that further decreases the reach of posts by Facebook Pages. After steadily decreasing organic reach to 2 percent or less, and forcing companies with Facebook pages to spend money to reach their fans, Facebook has now decided to prioritize content posted by a user’s friends and family, (i.e.: their network) over those of Facebook Pages they may like. According to Forbes, this change is designed to show users the content that matters to them the most. The article states that Facebook is going to be making three changes. Specifically:

1. In the previous algorithm, Facebook purposefully prevented users from seeing multiple posts by the same person in an effort to avoid inundating a user with a single friend’s posts. In an effort to increase content for users that have low friend counts, Facebook will relax this rule and allow these specific users to have more content in their newsfeeds.
2. Content posted by friends will be prioritized and placed higher in a user’s newsfeed. While content from Facebook pages they simply like, will have lower placement.
3. Indirect Facebook page content will go through some changes. This type of content appears in a user’s newsfeeds from a Facebook page that, while their friend has liked the page and commented on it, they may not themselves be a fan. For example, your friend Bob likes a Facebook page “Jaspers Market.” But you do not like this page. In the past, Facebook would occasionally insert Jasper’s Market content into your newsfeed, simply because your friend, Bob, commented on the post. In the new algorithm those type of posts will either be reduced, or cease to be delivered altogether, thus further decreasing the organic reach of Facebook Page content in users’ newsfeeds.

The good news is that Facebook still needs to monetize their platform. For this reason, it must keep delivering paid content from advertisers. If you have a Facebook ad budget and are running sponsored posts or ads, you’ll have an increased advantage over any competition that chooses not to. The bad news is that if you do not have a Facebook ad budget, your Facebook Page will lose a significant amount of potential exposure to your audience.

So what’s a dealership to do? How can you increase the reach to your fans if you can’t afford to spend money on ads?

You use the algorithm changes to your benefit.

Just like the classic automotive phrase “working your pay plan.” Analyze which content Facebook is increasing the value of and use it to your benefit. In this case, Facebook has deemed that user-originated content is, by default, the most relevant content to any user. The simplest solution then, is to ensure that your branding and content becomes user-generated content. That means you need to find creative ways to include customers in your content and get THEM to share it with their networks. Such as getting them to post pictures/video of their new vehicle delivery. Or happy customer testimonial to their Facebook account, on their own initiative.

The algorithm has already changed so you can continue to swim upstream and fight it, or get on the raft with your customers and go tubing down the river with them. It’s your choice. Unless you have deep pockets and are willing to give some to Facebook, better start hitchhiking and trying to catch rides with your customers.