FACEBOOK recently announced its biggest ever change to its News Feed, with Mark Zuckerberg announcing on January 11 there would be a major change in “how we build Facebook”.
FACEBOOK recently announced its biggest ever change to its News Feed, with Mark Zuckerberg announcing on January 11 there would be a major change in "how we build Facebook".
Mr Zuckerberg said instead of focusing on “relevant content”, Facebook would now focus on “helping you have more meaningful interactions”. This meant, according to the head of Facebook’s News Feed, Adam Mosseri, meant promoting posts which are more likely to create real conversations between real people.
On top of this News Feed algorithm change, both stated users would be seeing “less public content like posts from businesses, brands and media”.
UH OH, could this change affect the way businesses use Facebook?
Well, they aren’t “devaluating” this content, but pointed the finger at these sources creating very little “meaningful interaction”. Cue panic attacks.
Social media expert Mark Schaefer released an article soon after the media release.
“The fact is, this letter from Zuckerberg is cryptic and we truly have no idea on how this is going to impact businesses long-term. But I’m going to provide an argument as to why I think this “apocalyptic” vision of the Facebook marketing future is a vast over-reaction,” he said.
“Let’s look at the data. Organic reach is already dead.”
Yep, he did just confirm what we’re all thinking. Organic reach left the building some time ago.
“The problem is, there are so many brands pumping content onto Facebook, the company has no choice but to ratchet it back to make the news feed usable. Ultimately, this is not a Facebook problem. It is a spammy marketer problem.” See the full article here.
Another Facebook marketing expert, Jon Loomer, was in agreeance.
“Marketers have only themselves to blame for the change. They seek to abuse and game any free opportunity and they cry foul when the platform owner changes the rules to exclude their valueless ploys,” he said.
Therefore, in conclusion, we don’t need to freak out. Smart digital marketers have known the algorithm change for some time. It is no big deal and they will just have to work harder to provide quality content.
At the end of the day, Facebook is one channel, if you’re using all channels (email, SEO, PPC etc.), build, and reach your audience this way. In short, it’s time to embrace the paid advertising side of Facebook.
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