Q. I’ve taken many of the suggestions about doing church Facebook better (InterConnections, March 1, 2014) but am very frustrated by the rate of views allowed by Facebook algorithms. Last year I regularly got 100 views, sometimes 1,000 or more, and now they are very small. Someone told me that about one in five posts get through to the news feeds, more likely the ones with videos. I always have a photo. I can see the content is not reaching my own news feed. What can we do to change that? I changed the option on my website to receive notifications from the church website, but still am not getting all the posts.
—Sara Morrison Neil, membership program director, First Parish, Framingham, Mass.
A. Facebook changes privacy controls, news feed algorithms, et al. per its own business needs, not per the user’s needs. Only when user needs tie directly to its bottom line will Facebook suit UU needs, let alone any special interest group.
Sara’s not getting the traffic because she has no control, not only over what Facebook does but over how friends or followers to her page set their Facebook accounts. Unless everyone on both sides of the dialogue identifies each other as “close friends” or “followers,” there’s no way for her content to be viewed consistently by those she’s trying to reach. And therein lies the crux of the Facebook problem. Forget about covenant because the technology works against it. Even with the setting of “followers,” there’s no guarantee people will see her posts.
—June Herold, former executive of AOL, member of the UU Church of Arlington, Va., and author of REACH: A Digital Ministry Program.