The not so friendly face of Facebook – what’s not to like?
I read a phrase yesterday in the editorial of the latest B&T Magazine that perfectly crystalised the reality of the power of Facebook…
Facebook encouraged companies to build their own networks at a considerable cost and then charged them to access it by throttling organic search.
Not that we need more evidence that spending money creating stories and content that is solely poured onto rented social media site space like Facebook was unproductive, but here is another announcement that should make your future path into owned media even clearer……
Facebook has announced in a blog post that the latest tweak to their News Feed will now give posts by friends priority over Brand Pages.
“The goal of News Feed is to show you the content that matters to you,” wrote Max Eulenstein, Product Manager and Lauren Scissors, User Experience Researcher for Facebook.
“This means we need to give you the right mix of updates from friends and public figures, publishers, businesses and community organisations you are connected to.”
Now users will see status updates, videos and images from friends higher up in their News Feed, at the expense of Brand Pages.
Posts by friends aren’t completely exempt from changes either.
Facebook says users have expressed concern about seeing posts their friends have Liked or commented on in their News Feed so these will be pushed further down the feed or banished altogether.
So how will this affect Brand Pages? Facebook says it depends on your audience and posting activity. To help you work this out, Facebook posted a Page post best practice guide.
In short, more than ever marketers must ensure their content is engaging, targeted and entertaining. Or pay for advertising to achieve any real reach, as the age of free Facebook exposure seems well and truly over.