In addition to reaching two new milestones – 800 million worldwide users and 500 million users noted in one single day – Facebook rolled out a suite of upgrades that will necessitate changes to your channel strategy. Below is a quick summary to guide you through the key changes:
- Like: A paradigm shift; users no longer need to “Like” your page in order to post a comment or view all your content. This poses challenges to Brands. Do you have Facebook exclusive content and fan gating in place to entice new fans to press the Like button? What is your strategy to attract and retain fans?
- Sharing: Brands can now view the number of shares and more importantly, the comments and corresponding audience with whom the content was shared.
- EdgeRank and the News Feed: Content definitely rules in the revised delivery system, dictating the importance of a vibrant content strategy: Personal page content is no longer ranked as “Most Recent” or “Top News.” All content shows in a fan’s newsfeed, but Facebook prioritizes the content based on its relevancy to the recipient, and content that is not considered meaningful is relegated to the new Ticker which streams content in a “Tweet” style on the right side of the page. Bottom line, if your content is not considered compelling (meaning it doesn’t generate significant comments and interactions) your communications will fall way down the road on a fan’s newsfeed, decreasing the likelihood of your content being served. In this new game, content is definitely king. Is your content strategy up to the task at hand? Continue reading










