The web has been abuzz over Facebooks latest blow to brand publishers: a new algorithm that will demote many posts from brand pages. The industry has been portraying this as the latest blow from Facebook. They couldnt be more wrong. Facebook will now filter out posts that provide no unique value to users. To be specific, Facebook will be filtering out posts that are (a) purely promotional, (b) copied directly from ads or (c) meaningless promotions. This is good for marketers, its good for users and its great for Facebook. Heres why most Facebook content is crap. Brands and agencies still arent setup to publish fresh, quality content every day. Agencies are setup to deliver three great thirty second commercials every few months. Therefor, with the exception of a few major campaigns every year, brands rarely have anything of value to post to Facebook. In order to feed the Facebook content beast, brands and agencies relegate daily posts to twenty-something community managers or social content specialists. While they try their best, these junior employees often find themselves sharing what they personally enjoy - re-purposing content from around the web. This is generally the same kind of content they would share on their own pages. In order to keep their community engaged, brands invest in the occasional promotion or giveaway. These posts are a great, cheap way to drive likes and shares but generally contain limited content. In order to show the ROI potential of the Facebook page, page managers will throw in the occasional promotional post with a direct link to a download, purchase or campaign. Unless these posts are truly exceptional, these posts generate low overall engagement. Find out more at #PanPages to how to create a content post without getting filter about.panpages/products.html#1
Posted on: Tue, 18 Nov 2014 08:49:05 +0000
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