Facebook News Feed Change – What Lawyers Need to Know

Facebook News Feed Change

Today’s post is for Canadian Lawyers who use Facebook to market their practice. A new tweak to Facebook’s Newsfeed algorithm is fixing the issue of seeing days-old posts on the platform. Previously, Facebook was concerned with showing users the most relevant information. The new update will enable Facebook users to see the latest content higher up in their News Feeds. Facebook continues to tweak website aspects as we’ve previously written about, Facebook Changes the Timeline: What Lawyers Need to Know.

What the Facebook News Feed Updates Means for Lawyers:

Trending Topics

Lawyers who share content via Facebook should closely follow the news. They should also keep their Facebook profiles open and monitor the Trending Topics column on their home page.

If possible, Lawyers should write blog posts regarding their practice area and how it ties into a trending topic AKA News Jacking.

For example, the CBC recently penned an article, CBC News readers side with Netflix in spat with CRTC. The article discusses how Netflix is refusing to turn over personal information to the CRTC. A Lawyer who specializes in Privacy Law should write a blog post regarding this topic and add his or her two cents. If this issue was a Trending Topic on Facebook and the Lawyer shared his or her article on Facebook, it would be positioned higher in the News Feed. This means the article will be seen by more people and have greater visability.

Lawyers who don’t write blog posts should create Facebook Status Updates that include a link back to the trending topic article. The body of the update should include the Lawyer’s opinion on the matter or why it’s important to their network. Again, this post will be placed higher in the News Feed.

Likes and Comments

The second Facebook News Feed algorithm change takes into account the rate at which Facebook friends are engaging with a post. This means, Lawyers need to begin watching when people are choosing to like, comment and share their status updates. If people are interacting with the post as soon as it’s posted but not as much a few hours later, this means the post was more engaging at the time it was posted and then people became disinterested. Based on these factors, it is more likely that the Status Update will appear higher in the News Feed earlier on and lower as time goes by.

Lawyers should:

  • Comment on status updates regarding trending topics when relevant. Lawyers shouldn’t comment on every trending topic post, but if they can add something of value, they should.
  • Monitor which Facebook Status Updates are getting the most engagement and share other content accordingly.
  • Watch the clock. Facebook will be giving importance to posts at the time that they were creating the most engagement. Post Status Updates at various times of the day and see which ones get the most attention.

What do you think of Facebook’s latest algorithm change? Are you crafting your updates differently? Let us know in the comments below!

Photo Credit: MoneyBlogNewz

Samantha Collier

Samantha Collier supports lawyers, law firms and legal industry consultants in their social media marketing efforts. Her blog, Social Media for Law Firms, won the 2011 Canadian Law Blog Awards in the Best Practice Management Category and she was recently recognized as part of “The 24: Canada’s Top Legal Social Media Influencers” from The Counsel Network.

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