Story Bump is a new tweak in Facebook’s algorithm that brings posts with heightened engagement back to the forefront of your fans’ news feeds. This means that posts receiving a lot of comments, likes and shares, no matter how old the post may be, will be bumped back to the top for more views and (the hopes) even more engagement.
Although this new algorithm tweak is awesome for marketers, as you can imagine, it does present some disadvantages for organizations experiencing heightened negativity on their Facebook Fan Page.
Facebook Story Bump is something your crisis team needs to be aware of
It’s important that your crisis team be aware of this new algorithm tweak so that they can plan to expect additional views and attention on any negativity that is garnering a lot of engagement. Although Facebook Story Bumping is not something you can prevent, it is something you
can need to plan for and be aware of.
The secret to not suffering too much reputational damage with this new algorithm lies within your crisis team’s response to negative issues and crises unfolding on your Facebook Fan Page, in real-time.
Remember: The faster you respond with honesty, compassion and real care and concern, the faster the negativity will transform into neutral or positive engagements, and the better the outcome will be for your organization’s reputation.
Make sure your crisis team is aware of this new algorithm tweak and that your organization’s crisis communications plan is up to date.