- Author: Jim Edwards
Provided by Business Insider, SF Gate
The new change effectively puts an extra roadblock in front of boring content by placing content that has been proven to be more interesting on top of it.
That's going to hurt brands — and people — whose Facebook pages are boring.
And, frankly, that's a lot of brands.
When brands have hundreds of thousands of followers, even small changes to a page's "reach" among its audience can result in huge numbers of gained or lost exposure across Facebook.
Facebook has previously been forced to deny that it rigs its news feed "Edgerank" algorithm to restrict the reach of advertisers.
In fact, only about 15% of followers will see any given post on a Facebook page. If advertisers want guaranteed exposure beyond that, they must either create super-interesting content that will naturally go viral or they must pay to promote posts. Or run ads.
The new change to News Feed will re-up older stories to the top of any users' news feed as long as those stories have gotten a lot of engagement from the users' friends. The intent is to surface stories that are probably interesting to you even if you missed them the first time around. Facebook said the new system wil reward interesting advertisers with more likes:
In a recent test with a small number of users, this change resulted in a 5% increase in the number of likes, comments and shares on the organic stories people saw from friends and an 8% increase in likes, comments and shares on the organic stories they saw from Pages.
But for every winner, there must be a loser.
Every time a "hot" story is re-surfaced in your news feed, a colder one will be pushed lower down in your feed. Posts from boring brands (and friends) will likely get seen less.
So Facebook has essentially made the incentives for advertisers more extreme than they were before:
- Be more interesting.
- Or pay us.
- Author: Marissa Palin
What causes this disconnect? Cheryl Conner with Forbes says it's laziness. Staying connected is a lot of work. And it's ongoing. When using social media, you can't just set your marketing plan and budget at the beginning of the year and leave it be. You have to connect and interact with people on a daily basis.
But social media is where all the action is happening. By not participating, businesses are losing control of the content and they are eliminating themselves from the conversations. User-generated content is taking over, and marketers can't keep up with the wit and genius of the user. No one can make anything go viral, and no one can predict what will or what won't go viral.
So what's the answer? According to Conner, be social. Companies no longer control their own message--the user does. As communications professionals, we have to find a way to fit in to this new model. The more genuine we are, the more our clients will trust us. The more content we provide, the more of a valuable resource we will become. And the more personality we have, the more comfortable our clients will feel interacting with us. Consumers aren't looking to interact with businesses - they're looking to interact with humans. The more you can humanize your business online, the better off you are.
Take TSA for example. They've recently taken up social media to let people know what items are and are not allowed through airport security. After posting just 11 photos on Instagram, they had attracted more than 46,000 followers. The trick? They post their photos with grainy filters and witty commentary, taking on a James Bond-like persona. Online, they have a personality. They have humanized themselves. People want to connect with them, because they know they can interact with them. And they see a perfect blend of both value and entertainment in their posts. For TSA, it provides them with a perfect platform for getting their message out. And it allows them to control their own personality and persona, in a time when TSA is often seen as the bad guy.
So let's do it, marketers. Let's get social.
- Author: Marissa Palin
So what is it all about? Earlier this month, Facebook started rolling out it's new Graph Search feature. With most search engines, you search for a topic and get a list of links that might provide answers. The new Graph Search function aims to be more precise. It's designed to take an exact query and give you an exact answer - rather than directing you some place else to find your answer.
For example: Two years ago, when I was looking for a job and connections, I would post things on my wall that said "Does anyone have any connections at Google?" "Does anyone know someone who works for the NRDC?" Sometimes my friends would respond, and sometimes they wouldn't.
With the new Graph Search, I don't have to do that. I can now type "Friends who work at Google" or "Friends with friends who work at Google" right into the search function, and Facebook will provide me a list of all of my friends who work at Google, and all of my friends who have friends who work at Google.
What does this mean for you and your pages? The more information you have filled out in your profile, the easier it will be for people to find you. So if you're managing a page for your group, organization, or unit, make sure to go back through your profile and update all of your information. Especially your business category - this feature is now essential for people to find you!
- Author: Marissa Palin
The Stanford HCI Group and Facebook Data Science collaborated to determine just who's listening to social media posts. The two groups found most social media users believe their audience to be just 27% of its actual size.
The study found that most Facebook users reach 61% of their friends each month. "Users underestimate their audience on speciﬁc posts by a factor of four, and their audience in general by a factor of three," the researchers write. "Half of users want to reach larger audiences, but they are already reaching much larger audiences than they think."
Perhaps there's a better way to measure our social media success than just on engagements and interactions alone?
- Author: Marissa Palin
FOMO, or the “Fear of Missing Out,” has plagued my generation. We can’t commit to social gatherings for fear something better, more popular will come along. We can’t put down our cell phones for fear of missing the latest gossip on Facebook, or that one, life-changing phone call.
FOMO has always existed – though according to the Washington Post, social media has made it much, much worse. Now we know when our friends are getting together without us. We know when people are getting married, having babies, becoming grandparents, starting their own companies—and it’s really easy to feel left out or left behind.
According to psychologists, FOMO can be bad for our health. It’s time to learn to unplug. Checking out of social media every once in a while and concentrating on the good things in our own lives can be really beneficial, both emotionally and physically.
For the full article, read the Washington Post.