Facebook revealed in a recent announcement, that it is once again updating the News Feed, this time with a goal to, ‘… prioritize posts that spark conversations and meaningful interactions between people’.
In spite of Facebook providing scarce details about the effect this will have on the performance of content published by Pages, marketers and social media pundits have been weighing in on the changes with mixed opinions; some are predicting dramatic doom and gloom for businesses on the world’s largest social media network, and others are taking more of a ‘wait and see’ approach to evaluating the impact these changes will make.
I certainly fall in to the later camp, as this is just déjà vu all over again. Also, I think it likely for the greatest impact for most businesses to be a further reduction in organic reach, which I believe to be an irrelevant issue given the tremendous power of the numerous paid content promotion options that are available on the network.
Here’s why the vast majority of businesses should not be concerned with this latest round of News Feed changes:
WE DON’T KNOW ENOUGH
As just alluded to, for most businesses, paid has been the name of the game on Facebook for some time now, and we have no clue about the implications for Paid distribution of content, or if there will be any at all. So, let’s wait and see.
PAID IS ALREADY A REQUIREMENT
Again, the only real impact of this change that we can anticipate for Pages is that organic reach may take a hit; particularly for Pages that publish content which doesn’t generate high levels of reactions, comments, or shares. Given that Paid is a requirement for reaching targeted audience segments – or any audience at meaningful scale for that matter – a dip in organic reach is likely to be inconsequential.
IT MAY INSPIRE BETTER CONTENT
The focus of content creation for many businesses is filling open spots in a content calendar, versus creating truly impactful content that is designed to drive meaningful results for the organization. While engagement is not the be-all and end-all measure of content success, Facebook’s changes will hopefully inspire content creators to give greater thought to the value their content will provide, and social impact it will have via audience engagement.
WHAT’S GOOD FOR USERS, IS GOOD FOR BUSINESS
Facebook – in spite of its many fantastic tools to help us inform, influence, learn from, and interact with our audiences – is only useful to businesses because of its enormous and diverse user base. Therefore, any change intended to improve user experience, and sustain people’s interest should be embraced as being necessary for the longevity and health of the platform’s user base, as well as its utility as a marketing, communications, and interaction channel.
Are you concerned at all with the latest round of News Feed changes?
Do you plan to alter your social and content tactics as a result of these changes?
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