More changes to your Facebook feed

Not long ago, we wrote about the major changes to the Facebook Feed and what the update would mean to your brand. Now, Mark Zuckerberg has announced yet another update from the Social Media Giant. This time, it’ll benefit the local Media Houses in your feed.

 

 

As January has passed us by, Facebook has announced multiple updates to their software. The latest update was announced on Monday by the chief himself – Mark Zuckerberg. This time the update “isn’t just for fun, but also good for your well-being and for society”, Zuckerberg says. The update in question are to show more high quality, trusted news. Facebook want to create not only a more personal feed, but also a more important feed that’ll benefit the society.

 

 

This means Facebook will identify and prioritize local media and publishers – which means content from your local media will be placed high in your feed. Facebook says it’s important to stay updated on local news, to make yourself more involved and to be able to make a different to the society.

 

 

Basically, what this means is that if you follow a local newspaper or a publisher – you’ll from now on see more stories and content from these pages. This means that smaller, more local publishers will benefit from this update. The smaller publishers will more likely be able to reach out to their main target group, while stories and content from bigger and more professional brands will not be prioritized to be shown in your feed.

 

 

This update might be a major response to the fact that Facebook has been accused of being one of the biggest sources of fake news. Fake News, which became the “Word Of The Year 2017”, are false information disseminated under the guise of news. This second, major update from Facebook, could be seen as an attempt to improve the rumour Facebook has regarding spreading fake news and propaganda during the political campaigns in 2016.

 


Major changes in the Facebook feed. How will it impact your brand?

Another update from Facebook are soon upon us. This time the network want to make the feed more personal – the Social Media giant will prioritize content from friends and family above “meaningless content”. How will this impact you and your brand?

 

Facebook are making huge changes to their platform. Facebook’s Head of Product, John Hegeman, says the Social Media giant are making changes to “prioritize social interactions and relations”. Hegeman says people will spend less time on Facebook, but that means the users time on Facebook are of more value to them. This update appears to be the biggest update Facebook has done in years regarding their feed. Mark Zuckerberg himself says that the personal content are the content Facebook was made to communicate. Read his statement on his Facebook Page here.

 

 

Basically, what this means is that what your friends and family share – will be more important than the content from brands and pages that you follow. You will be more likely to see posts where your friends and family has left a comment or a like. Facebook says that it will be less content from brands, publishers (like a newspaper or a magazine) and celebrities. And there you have it. This update will be crucial for any brand operating on Facebook. Will the user have to actively search for your brand to see your content?

 

 

For a long time, Sport Brands all over the world have been blessed with engaged supporters and great reach on their content. The question many now ask is if good content will be rewarded the way it has been. Facebook claims that quality content still will reach audiences organic, even if people in Marketing all over the world disagree. So, according to Facebook relevant, targeted and engaging content will still beat clickbait, irrelevant and impersonal posts.

 

 

How can we deal with this, you ask? When this update is live, the most important tool for your brand might seem to be the advertising opportunities Facebook offers. Even though the feed changes, you are still able to engage your followers – you just have to spend more on advertising…. or…

We have always believed that all brands should have a omni channel focus with their content to engage fans:

  • Spend more time on quality content when you publish on Facebook (this will still work)
  • Use Facebook advertising to get conversion of ticket sales, campaign participations, etc.
  • Focus even more on the channels that you control – newsletter, sms, mobile apps
  • Use SocialCee to get attention from your fans and collect their data to reach them directly

 

 

Facebook are continuously evolving and we like to stay on top of the changes that are introduced. Are you curious how this will effect your brand? Don’t hesitate to contact us!


Why Facebook Reactions matter

Last week Facebook rolled out the long awaited “Facebook Reactions” feature for all their users. So, why would you care as a brand? Sentiment that is! The Facebook ‘Like’ gave one single type of sentiment indication towards a Facebook event or status, the person ‘liked’ it. For the majority of cases this works out fine, but what happens when a negative event happens ? When a person complains or grieves, that person does not want other people to ‘like’ their bad experience. Facebook ‘Reactions’ is a direct answer to this specific use case.

Facebook ‘Reactions’  is also an extension on how many users like to interact on Facebook. Users consume a lot of information on a high pace while scrolling down their Facebook timeline. Simple call-to-action possibilities to interact with the content keeps the timeline easy to navigate and handle. A simple “love” or “angry” reaction is for many people sufficient enough to express their opinion towards a status or event. With the new Facebook ‘Reactions’ there is now an extra sentiment dimension for those passive users.

How will Facebook ‘Reactions’ benefit your business? The new  sentiment dimension helps you to monitor the sentiment of your existing and potential customers on your Facebook Page(s). Previously a customer had two options to express their sentiment  towards a Post or comment. ‘Like’ a post if they approved the content or comment to express their emotion towards that content. As mentioned previously, many users prefer a quick action to express their sentiment about content instead of writing it down in a comment. As a brand with a Facebook page you will be able to gather more accurate sentiment on your content from users that else would withhold from writing any comment.

How will you as a SocialCee user benefit from this? We at SocialCee are eagerly awaiting the rolling out of the Facebook ‘Reactions’ support in the Facebook public API which we integrate with. With the roll out of this integration we will be able to feed all these Facebook reactions into the customer insights. Becuse not only the written expression of the user matters, also the hidden sentiment about any content of your Facebook page. When looking up the history of a particular Facebook User, you will be able to track a more accurate sentiment of that user that will help you understand your existing and potential customers in the future for a better customer service and more accurate marketing.

We at SocialCee are looking forward to the roll out this integration once available so we can improve our customer insights feature so you as a brand, can improve your marketing and customer service.

Kenneth

Advisor


Social media in European Handball Championship for men

The 15th to 31st of January was the time where the European Handball Championship for men took place in Poland. Norway have the last 10 years done major progress in the mens league – but never really reached the top. This time it was finally their time to shine, and so they did. After a thriller of a semi finale – they finally had to accept the 4th place – but it being the best results in menns Norwegian handball history ever, made the 4th place feel like a victory!

As a textbook example on great social media marketing, The Norwegian Handball association was constantly working in the social media throughout the whole championship. By producing activities like “Guess the score” campaigns before the matches, “Vote for the best player” campaigns during the match, and a jersey auction through the whole championship – they managed to raise 60 000 NOK and gain 20% new followers. All the money raised was given to the “Right to play” Uganda project – where the goal is to raise the financing of 2 new handball stadiums + gear and instructors.

Alexander

Head of Professional Sports