Facebook recently has dramatically done a lot of changes. So, should we as Facebook marketers think about how that will effect the way we do marketing on Facebook? How are we going to deal with the changes? For this reason, and in order to succeed in Facebook marketing after these changes, you will have to come up with more compelling content and integrate yourself further into people’s lives. Actually, this is the way Facebook wants you to think when marketing your brand. The big loser was the “Like”, which is now a little less relevant and will have a smaller role in marketing on Facebook.
As you can see in the image below, one of the changes that Facebook has done, and this time nothing related to FaceBook privacy issues, was the addition of the blue angle in the top left corner to unmark a top story and more options are available in the “dropdown menu” located on the top right of each update. Facebook will make a use for this to know what’s best to show up in users news feeds. The thing is, since users have more control over their news feeds, pages with boring or irrelevant content will have a lower visibility into their fans news feeds. (However, they will still show up in the ticker).
David Berkowitz, senior director of emerging media and innovation for 360i, says Facebook will now be about branding actions. “Before on Facebook it was about getting people to ‘Like’ the brand,” he says. “Now, it’s about getting people to take social actions enabled by that brand.” For example, if a consumer posts an update about a run they just took, that’s a prime opportunity for Nike. “If your run is powered by Nike, you might still wear Adidas,” says Berkowitz, “but Adidas will have to find something else that’s social about its brand to become part of your story.”
What We Have To Do
Now we have to think about Facebook marketing as story telling, which is really not a novelty, as Facebook introduced earlier this year the “Sponsored Stories” ad unit. Moreover, consumers will have the possibility of being more selective about their interests and whoever applies the best practice will reap the best benefits.
These changes will absolutely require new thinking from marketers who have simply tried to accumulate as many fans and “Likes” as possible. The “Like” as I mentioned earlier is a little less relevant now, and for that reason marketers will have to work harder to earn their place in news feeds. Firstly, you have to build your Facebook EdgeRank between your page and your fans (please consider reading the guide to Facebook SEO an article that I’ve written). Secondly, your contents are going to need to be amazing, and it is now more important to deliver something value to your fans or you might just lose everything.
I think that Facebook did really well by making it a better living place, despite those changes having an opposite effect to us as Facebook marketers. It is however a sign to work harder, to be able to reach Facebook traffic successfully. Maybe this was Facebook’s reply to people who thought that getting traffic from Facebook was easy to get.
Now, what do you think about facebook’s changes? let us know by writing a comment.
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