With a post that caused social media marketers to sit up and pay attention, Facebook CEO, Mark Zuckerberg, recently announced changes in the way the social media site’s news feed will work.
In his January 11 Facebook post, Zuckerberg announced, “I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.”
He added his team has already been working on these changes, but they would still take time to become fully implemented.
Zuckerberg also stated, “you’ll see less public content like posts from businesses, brands, and media,” while adding, “…I expect the time people spend on Facebook and some measures of engagement will go down.”
Exactly what does this mean for social media marketers who use Facebook to engage and drive customers?
The takeaway message seems to be that Facebook posts that don’t receive a lot of organic shares, likes and comments will be less likely to show up in a user’s news feed.
However, marketers need to be aware that creating clickbait or explicitly telling readers to share, comment upon or like their posts has already been shown to decrease the chances of the post showing up in user news feeds.
One tip that Zuckerberg noted in his post is that Facebook values content that develops “…more meaningful social interactions,” and specifically points out that live videos appear to encourage this type of interplay. Social media marketers would do well to pay heed.
Another user controlled option that social media marketers should pay attention to is the ability for a user to ensure a Page they follow is always seen first in their news feed.
By encouraging followers to change their “Page Follow” option from “Default” to “See First,” a marketer can guarantee their posts will always appear in the follower’s news feed.
However, this type of call to action can be fraught with danger especially if the user feels put upon and patronized or if the message takes away from the focus of creating quality content.
One thing for sure is that social media marketers will have to become better at creating posts that encourage conversation and interaction rather than simply posting videos and articles that result in passive viewing.
If you want to learn more about how marketers can stay on top of the changes in the social media marketing world, get in touch with HeyLead to find out how they can help your business.Back to blog