7 min
Facebook News Feed Update: Content Voice is Newsworthy Landscape Digital Show
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- Business
Episode 87 of Landscape Digital Show reveals the recent Facebook News Feed updates and why content with a voice is Facebook newsworthy.
As he has done many times before, Facebook CEO Mark Zuckerberg dropped a bombshell on the Facebook community that sparked exactly what Facebook wants from it’s 2+ billion active users more meaningful conversations on topics that matter to them.
Like every other Facebook update more has gone unsaid than said, and that is probably by design. I agree with Mark Schaefer that Facebook may not be sure about how these changes will play out. But it’s our job as marketers to figure them out.
Here s What We Know #1. This is a major refresh. Facebook wants to steady the Facebook brand by addressing the top user concerns, such as seeing too many ads in our newsfeed and not seeing more from our family and friends.
#2. Person to person interactions will be prioritized. You will see fewer page posts in your feed, but it s not clear if that means fewer ads too.
#3. Posts that earn lots of meaningful comments will be moved up in the newsfeed. Longer, more thoughtful replies to posts will give content an even greater boost.
#4. Content that earns passive engagement will rank lower. Content that is viewed or read but receives few comments will rank below content that earns active engagement.
#5. Engagement-bait content will be demoted. This includes click-bait, vote-bait, and comment-bait. You will have to earn engagement by being an authentic and original voice.
In interviews following the first announcement, Facebook acknowledged the challenges it faces, including fake news, accountability to shareholders, and apparently, it s role in society for contributing to a greater good.
Putting people first seems to be Facebook s strategy for making everything happen. Mark Zuckerberg’s announcement states, Research shows that when we use social media to connect with people we care about, it can be good for our well-being. We can feel more connected and less lonely, and that correlates with long-term measures of happiness and health.
This is great news for Facebook users, but how about Facebook marketers?
People Before Public Content In a massively popular Facebook live video, Michael Stelzner, CEO of Social Media Examiner calls this statement from Adam Mosseri, Facebook s Head of News Feed the money shot.
“There will be less public content, including videos and other posts from publishers or businesses.” ~ Adam Mosseri
This is the heart of the uproar from businesses that have pumped millions of dollars into Facebook ads to target Facebook users. Less publisher and business content clean up our personal news feeds, but since most of us use Facebook to build our business or personal brands, we may have to reconsider our priorities.
It’s possible Facebook pages are dead for most of us, but weren t they already? Research indicates Facebook organic reach (the people you reach for free) has declined from 26% in 2011 to close to 1% today.
This Facebook update may be the wake-up call small businesses needed. What are Facebook marketers planning to do about this? My informal survey from Facebook comments indicates the following.
#1. Run more ads. Facebook has not been clear about how ads will be affected, so many are planning to move ahead with business as usual.
#2. Reallocate resources to LinkedIn, YouTube, Instagram, and other channels. All of these social platforms can and will continue to change. It makes sense to spread out resources to unlock new opportunities and minimize risk.
#3. Go all in on live video. Many businesses are taking this comment from Mark Zuckerberg to heart: We’ve seen people interact way more around live videos than regular ones.
#4. Consider Facebook groups. Here s another quote from Zuckerberg’s announcement: The first changes you ll see will be in News Feed, where you can expect to see more from your friends, family, and groups.
The one strategy I ve
Episode 87 of Landscape Digital Show reveals the recent Facebook News Feed updates and why content with a voice is Facebook newsworthy.
As he has done many times before, Facebook CEO Mark Zuckerberg dropped a bombshell on the Facebook community that sparked exactly what Facebook wants from it’s 2+ billion active users more meaningful conversations on topics that matter to them.
Like every other Facebook update more has gone unsaid than said, and that is probably by design. I agree with Mark Schaefer that Facebook may not be sure about how these changes will play out. But it’s our job as marketers to figure them out.
Here s What We Know #1. This is a major refresh. Facebook wants to steady the Facebook brand by addressing the top user concerns, such as seeing too many ads in our newsfeed and not seeing more from our family and friends.
#2. Person to person interactions will be prioritized. You will see fewer page posts in your feed, but it s not clear if that means fewer ads too.
#3. Posts that earn lots of meaningful comments will be moved up in the newsfeed. Longer, more thoughtful replies to posts will give content an even greater boost.
#4. Content that earns passive engagement will rank lower. Content that is viewed or read but receives few comments will rank below content that earns active engagement.
#5. Engagement-bait content will be demoted. This includes click-bait, vote-bait, and comment-bait. You will have to earn engagement by being an authentic and original voice.
In interviews following the first announcement, Facebook acknowledged the challenges it faces, including fake news, accountability to shareholders, and apparently, it s role in society for contributing to a greater good.
Putting people first seems to be Facebook s strategy for making everything happen. Mark Zuckerberg’s announcement states, Research shows that when we use social media to connect with people we care about, it can be good for our well-being. We can feel more connected and less lonely, and that correlates with long-term measures of happiness and health.
This is great news for Facebook users, but how about Facebook marketers?
People Before Public Content In a massively popular Facebook live video, Michael Stelzner, CEO of Social Media Examiner calls this statement from Adam Mosseri, Facebook s Head of News Feed the money shot.
“There will be less public content, including videos and other posts from publishers or businesses.” ~ Adam Mosseri
This is the heart of the uproar from businesses that have pumped millions of dollars into Facebook ads to target Facebook users. Less publisher and business content clean up our personal news feeds, but since most of us use Facebook to build our business or personal brands, we may have to reconsider our priorities.
It’s possible Facebook pages are dead for most of us, but weren t they already? Research indicates Facebook organic reach (the people you reach for free) has declined from 26% in 2011 to close to 1% today.
This Facebook update may be the wake-up call small businesses needed. What are Facebook marketers planning to do about this? My informal survey from Facebook comments indicates the following.
#1. Run more ads. Facebook has not been clear about how ads will be affected, so many are planning to move ahead with business as usual.
#2. Reallocate resources to LinkedIn, YouTube, Instagram, and other channels. All of these social platforms can and will continue to change. It makes sense to spread out resources to unlock new opportunities and minimize risk.
#3. Go all in on live video. Many businesses are taking this comment from Mark Zuckerberg to heart: We’ve seen people interact way more around live videos than regular ones.
#4. Consider Facebook groups. Here s another quote from Zuckerberg’s announcement: The first changes you ll see will be in News Feed, where you can expect to see more from your friends, family, and groups.
The one strategy I ve
7 min