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Facebook News Feed Changes Will Bring About A Rethink

Facebook has announced changes to its news feed flagged last year which will have the effect of prioritising posts from friends and video content over posts from media outlets and businesses.

For news outlets and pages this will change the likelihood of their posts appearing in your news feed.

Adam Mosseri, Facebook’s head of News Feed wrote in a post that Facebook was built to bring people closer together and build relationships

He wrote: “With this update, we will also prioritize posts that spark conversations and meaningful interactions between people. To do this, we will predict which posts you might want to interact with your friends about, and show these posts higher in feed. These are posts that inspire back-and-forth discussion in the comments and posts that you might want to share and react to – whether that’s a post from a friend seeking advice, a friend asking for recommendations for a trip, or a news article or video prompting lots of discussion. We will also prioritize posts from friends and family over public content…”

“Because space in News Feed is limited, showing more posts from friends and family and updates that spark conversation means we’ll show less public content, including videos and other posts from publishers or businesses.”

You can read Facebook founder Mark Zuckerberg’s announcement here in full:

So, what types of Page posts will show higher in News Feed?

According to Mosseri page posts that generate conversation between people will show higher in News Feed. For example, live videos often lead to discussion among viewers on Facebook – in fact, live videos on average get six times as many interactions as regular videos. Many creators who post videos on Facebook prompt discussion among their followers, as do posts from celebrities. In Groups, people often interact around public content. Local businesses connect with their communities by posting relevant updates and creating events. And news can help start conversations on important issues.

If you still want to see all content from a favourite page or business, you will still be able to; you’ll need to change the appropriate preference setting to see posts from your favourite pages.

This change is a sure-fire reminder that Facebook is there to make money and not just to give a business or publisher a free platform to promote itself and drive traffic. Organic reach will continue to decline for them and necessitate a rethink on the sort of content they provide and the level of sponsorship they will need or future posts.

If you’re a brand and can generate engagement, discussion and sharing then you may still be able to generate organic reach. However, all brands will need to rethink their content marketing strategies and decide how important Facebook is to their marketing programs.

Facebook has introduced these sorts of changes before and now it’s up to users and advertisers to react and respond.

Hopefully one meaningful change to news feed will be the penalising of publishers who seem to thrive on clickbait-type articles and headlines.  We’re looking at you, Fox Sports!

Image copyright: grinvalds / 123RF Stock Photo

A New Year Means More Digital and Social Media Changes

Another year is underway and nothing’s more certain than the changing social media landscape. It’s important to keep updated with relevant changes to your social media accounts and initiatives.

Here’s a wrap of a few recent changes and trends which may impact your social media strategy:

News Feed Update Now Responding To Surveys
Facebook continues to tinker with its News Feed as it tries to improve the experience and show more relevant stories. This will of course assist with targeted marketing activities.

Facebook news feed

Facebook has traditionally used technology to hone the News Feed, tailoring the experience based on your likes, clicks, comments and shared posts. Facebook of course recognises that technology is not perfect in assessing your varied interests. It is now using qualitative research to have users rate their experience and assess posts in their feed. By surveying users and asking the question “how much did you want to see this story in your News Feed?”, Facebook is gaining a better understanding of what people are interested in seeing regardless of whether they interact with the post.

According to Facebook people are having a better News Feed experience when the stories they see at the top are stories they are both likely to rate highly and and likely to engage with.

Facebook is making an update to News Feed to incorporate this likelihood based on their research.

These changes will have a varying degree of impact depending upon the composition of your audience and posting activity. Facebook says that in general this update should not impact reach or referral traffic meaningfully for the majority of Pages.

Overall you should continue to post content that your audience finds meaningful and interesting.

Facebook provides some good information on News Feed Best Practices and also Page post best practices. Review these regularly and track the effectiveness of your posts to give you greater insight into your most valued content and best posting habits.

Facebook Sports Stadium
Facebook is clamouring to get a slice of the real-time chatter which goes on during big events, particularly big sporting match-ups.

Facebook sporting stadium

Photo by Donald Miralle for Sports Illustrated

This has long been the domain for Twitter where people can instantly share news, scores, opinions and generally vent about the last score. Twitter registered 28 million tweets for Superbowl 49 – up from 24 million the previous year and is favoured because of its immediacy.

Facebook has responded by launching Facebook Sports Stadium aimed at their 650 million followers who like sports. It’s a place where you can see:
-posts from your friends and their comments on the game
-expert commentary and posts from those who cover the game and access to their Pages
-live scores and stats
-other game information like TV schedules.

Facebook Sports Stadium

Currently available for American football games it will soon cover other sports around the world. We’re bound to see it in Australia soon.

It apparently struggled to keep up though with traffic during the recent Superbowl 50 between the Denver Broncos and Carolina Panthers and was a number of minutes behind with the scores.

Facebook will persevere and it will be hard to bet against them making an impact during these live events. Soccer and the Olympics will surely be a huge worldwide draw card.

Instagram Multiple Accounts
InstagramOne eagerly awaited Instagram feature, which has been a long time coming, is the ability to run multiple accounts on Instagram. Up to now, you had to log off Instagram and log in under another account if you were, for example, using a private account and also managing a corporate account.

Twitter and Facebook has had this capability for a while and finally it has come to iOS and Android in the latest Instagram version, 7.15.

You now have the ability to add up to five accounts and you will be able to see which account you have active from several points in the app.

This will be a huge time saver.

Podcasts

Podcasts are poised to become one of the fastest growing mediums for individuals and brands wishing to reach new audiences according to smk (social media knowledge).

Podcasts have been around for some time and were first mentioned back in 2004. The rise of smartphones and tablets has certainly boosted their popularity.

smk identifies a defining moment in the rise of Podcast being when ongoing true story Serial became the first to pass five million downloads in 2014.

Podcasts are great to consume whilst you’re on the move with most listeners loving to learn about new things.

Some of the most popular Podcasts in Australia currently include:

Serial
Stuff You Should Know
Hamish and Andy
TEDTalks
Conversations with Richard Fidler

podcast