Introducing the Social Memo a series of posts meant to cover any new tools, platform changes, or interesting data in Social Media.
Facebook has made some major announcements in the past few months that are changing the way marketers manage their Facebook pages. Perhaps the most notable change is to their newsfeed algorithm, penalizing the organic reach of promotional posts. This decision is based off of the social network’s survey data, which reveled users wanting to see more content from friends and brand pages they “like” and less promotional content. According to Facebook there are three main traits that make an organic post appear promotional:
1. Posts that solely push people to buy a product or install an app
2. Posts that push people to enter promotions and sweepstakes with no real context
3. Posts that reuse the exact same content from Facebook Ads
The two ads below are examples, provided by Facebook, that host these qualities:
While this change is positioned as a benefit to users, which I believe it is, it is also clear that Facebook is sending a powerful message to marketers: if you want to advertise on Facebook then you are going to have to pay. That said, Facebook is deliberate in stating that this move does not change how paid promotions work.
Note that the key word here is “advertise.” If you are simply trying to push your product, then you will need to pay for those advertisements, because that is exactly what they are…advertisements. It’s no different than having to pay for placement in a magazine, on a billboard, or on television. Facebook is not implementing anything detrimental to those brands that are producing quality social content for their fans. That means brands can still generate engagement on Facebook without having to pay for it — they just need to stop producing “advertisements” and start creating awesome content.