Another week, another Facebook announcement.
Another change to the News Feed has been announced – and warning bells are sounding.
Mark Zuckerberg said : “There’s too much sensationalism, misinformation and polarization in the world today. Social media enables people to spread information faster than ever before, and if we don’t specifically tackle these problems, then we end up amplifying them. That’s why it’s important that News Feed promotes high quality news that helps build a sense of common ground.”
So who determines what is ‘quality news’? This is the interesting part – the user does, kind of – by revealing more information to Facebook through surveys. Facebook will ask the user (intermittently) if they are familiar with the news source and if they trust it.
This information then determines, not how much news you see, but from where.
For businesses – unless you are a news creation company, this doesn’t have an immediate impact. What it is however, is a huge heads up to the different way in which Facebook (Zuckerberg) are deciding what users see.
Engagement is key – but so is credibility. Brands will need to keep working hard on these two factors. Smaller brands, or brands that struggle with reach have relied on advertising as a way of ensuring that their posts get seen.
Why the warning bells? Ad space is running short (Facebook announced this to investors in Q3 2016 ). This particularly impacts mobile, which has less space for ads – but has 84% of the device share.
- Have a plan. If you are not strategic with the content that you put on Facebook, and just post anything in a panic when you haven’t posted for ages – STOP. Dedicate some time to a plan. Set time aside to write content.
- Review previous content for posts that gained the highest engagement. What can you write that is similar? Are there any similarities or themes to this content.
- Research. Look at organisations similar to your own. Which of their posts received the most engagement?
- SET AN ADVERTISING BUDGET. If you’re not sponsoring your posts, you may be spending hours on content that hardly anyone sees. Your planning, reviewing and researching will assist you with this.
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