Not sure what to expect from the latest Facebook update? It’s okay to admit to it, a great many brands see the majority of their referral traffic coming from Zuckerberg’s social behemoth – it’s only natural to approach any change or tweak in their sharing system with a hint of trepidation. So if you’re invested in social media management and online marketing Manchester – how will this change the landscape of social sharing?
Today, Facebook’s announcement introduced a new update to how the News Feed works, this time focusing on the strength of the signals which determine where stories rank in the News Feed for certain users. And it’s very interesting!
“The actions people take on Facebook—liking, clicking, commenting or sharing a post—are historically some of the main factors considered to determine what to show at the top of your News Feed. But these factors don’t always tell us the whole story of what is most meaningful to you.”
So how does this affect the signal of your social media management in Manchester and across the world?
Facebook has added in a human angle to their algorithm – a group of testers they call their ‘Feed Quality Panel’. As reported by Time Magazine, the Feed Quality Panel is a group of users (more than a thousand of them according to Facebook) who provide feedback on the content they see on Facebook every day. Although this kind of social media management might sound like a great gig – as we’ve discussed before, Facebook sees a serious amount of traffic every day!
Although this might seem daunting for those who maintain social media accounts for online marketing purposes, it shouldn’t intimidate you all that much. Even though user and content creator experience will be affected by this, when you have the best skills in online marketing available, your posts will actually benefit more from this new change to the social media management.
A good example of this is the factoring in of ‘time spent reading’ into a post’s ranking – by studying actual user behaviours and survey feedback, Facebook was able to determine that content which people click ‘Like’ on before reading is generally not as relevant as content that’s been Liked after reading (because if you’ve taken the time to read something and then Liked it, that’s a more considered judgment of quality than a knee-jerk response to a headline). As such, content that’s liked after reading is given a bigger boost in the News Feed – something that basic interactions like likes, comments and shares alone could not have uncovered.
In this sense, the update makes practical sense – Facebook’s simply using more signals and more accurate info, to deliver the most relevant News Feed experience for you. But of course, the concerning part is how any News Feed change might affect Pages and the reach of your Page content.
With social media management Manchester, the key is to have a strong and disciplined structure to your campaign, although it should be flexible enough to allow change if interaction is not quite as predicted.
Make your posts timely and relevant
Build credibility and trust with your audience
Ask yourself, “Would people share this with their friends or recommend it to others?”
Think about, “Would my audience want to see this in their News Feeds?”
As with all change, there has been some backlash over Facebook’s decision to introduce this new algorithm, but with a smarter system, great content will rise to the cream of the crop. That’s why social media management that’s on top of the game is so essential to your marketing campaign.
Make the most of your brand outreach – get in touch with our Manchester creative team to implement shareable, likeable content that engages the users you want to reach. Online marketing Manchester has never been sweeter – call us at Sweetheart to discuss your new marketing campaign!