This past week, many social media goers noticed some changes
to their Facebook, on mobile and on the desktop that both challenge and aid a
marketer’s job in driving engagement with their fans and attracting new ones.
On mobile, Facebook now allows users to segment their
newsfeed based on friends, following companies, music, games and so on. Marketers
need to realize that now, no matter what non-paid tactic they implement, users
have the ability to turn them off instantly. To be perfectly honest, many users
will do this.
Just think of it from your perspective. I only follow brands
if I have a deep interest in them (like the White Sox), if they are a good company
to know about (future job possibly) or if I think I could get a discount/coupon
down the road. However, no matter what, I will always want to see what my friends
are up to before any company or team. This will probably never change and I can
bet many people feel the same way.
On the other end of the spectrum, Facebook recently updated
my account to Open Graph. It is truly amazing that I can search restaurants my
friends like, games my friends are obsessed with or photos I have liked. That
is incredibly targeted. In addition, you can also locate people based on their
city, job or interest. The best part about it is that you don’t have to be
friends with these people. Not that people put much of their professional life
on Facebook, but it’s like Facebook is on the way of replacing LinkedIn.
So as any marketer can see, some change is positive and some
is negative. Needless to say, like any business, Facebook is encouraging brands
to spend more money on ads to better connect with their fans. However, if you
have been posting engaging photos and posts that encourage your fans to act on
your page, even with the segmentation, you should hopefully see little change
with your analytics.
What do you think of
all the changes coming out? Good or bad for us?
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