Recently, Facebook announced one of the biggest changes they have ever made: a change in their News Feed.
Here is Facebook’s official page on the information: http://newsroom.fb.com/News/581/A-New-Look-for-News-Feed
Here are the big changes:
This displays visual content (like photos and videos) much more prominently than before. Although Mark Zuckerberg stated they did this after pulling data that shows visual posts make up about 50% of the News Feed, I suspect it has to do more with the popularity of visual websites like Pinterest.
“Choice of Feeds”
Although this option is already on Facebook, it looks like they are making it easier to filter out what shows up in your news feed. This is the big change that has marketers panicking, but I’ll cover that in a minute.
They also mentioned the fact that they were planning on making the Facebook App for smartphones a lot friendlier for users. This shouldn’t be hard as the Facebook App is hands down one of the worst Apps I’ve ever used in my life, and making it “easier” to use wouldn’t take that much.
Okay, last part I got off on a rant, but those are the major changes.
How To Accept These Changes as A Business Owner
I assume you’re reading this article because you want to know how those changes will impact your social media marketing strategy.
First of all, stop worrying about the “filter” option they are implementing.
I’ve seen more articles, status updates, and tweets in the last week centered on this subject than anything else. While I do understand the concern, correct social media marketing strategies and tactics won’t suffer with these new changes.
In fact, it is actually a blessing in disguise.
Every time something like this happens, business owners start to worry that they can’t spam their social networkers to death anymore.
You’re right, you can’t.
The same tactics that I have taught on building a community around your brand apply to these changes right here. Instead of worrying about whether or not they won’t see your sales posts, become a page that they can’t wait to visit!
This concept is implemented very differently across niches, but let me give you an example.
One of my clients (by client, I mean this is actually my better half) just started her very own photography company. She also happens to have a marketing degree, and started posting all kinds of wonderful corporate type posts promoting her company.
The problem is she’s running a photography company, not a corporate law firm. Her target market is middle aged women with families. I coached her on posting a lot more pictures, and funny little internet comics and memes that are floating around the internet (you know, the stuff that makes up 98% of Pinterest).
These photos are shared, engaged with, and commented on a lot more often than her other status updates. These “fun” posts boost the awareness of the brand, and encourage more people to like the page.
There are a million companies in your niche right now. Why would your target market follow yours? If you haven’t already, figure out who your target market is—and market to them on a more personal level. Always stay within the professional requirements, but start treating them like they’re individuals and you’ll be surprised at how many of them don’t hide your status updates.
The majority of your status updates from now on should have a visual element attached to them. Maybe it’s a company picture or a video. Or maybe it’s just a unique stock photo with a little bit of words on your product or service.
There are literally millions of free stock photography pictures out there, so it shouldn’t be too hard to make your Facebook page more “visual.” Imagine you were turning your status update into an article, and needed a picture to go with it. What would be a good picture?
Visual posts not only make the post stand out, but they also make your Facebook page look more professional.
In closing: don’t worry about users “hiding” your business updates, instead, become a brand that users can’t wait to hear from.