Part 5 in my series reviewing the implications of the changes to Facebook announced at the F8 conference.
Having highlighted a number of the major functionary elements announced by Facebook at the F8 conference in September in parts one to four, an important consideration for brands is the actual implementation and execution of response within their social outreach strategy.
From a content perspective, the mantra that content is king has only become increasingly relevant. The Facebook functional changes which look set to alter the value of a “like” means that brands must now place increased emphasis on high quality and relevant content to get the most from Facebook as a means of generating greater levels of engagement. Liking branded content on Facebook will no longer necessarily generate a wall post that is visible on user walls or newsfeeds – however, deeper levels of engagement will. With users now no longer required to have “liked” a brand page in order to interact with the content, brands must ensure that their content is of the standard that incentivises a user (and not necessarily a fan) to interact and engage with the content without prompting, and subscribe to that content on a regular basis.
Equally, from a lifestyle perspective, the elements outlined at F8 suggest that the opportunity and encouragement is there for brands to better integrate themselves within users timelines (and as a result, within the real lives of users). As the user lifestyle is better represented and presented through user timelines on Facebook, the challenge for brands is to ensure that they are a key repetitive part of that user timeline.
However, whilst there are the overt considerations highlighted through F8 and referenced through this series of articles, there is also a very real requirement for brands to understand what could be termed the dark arts of Facebook engagement. Certainly, more relevant content and greater integration with users is key, but before any of that, the priority for brands must remain on ensuring that their content is actually served to users in the first place. Simple, high engagement posts integrated within a more content rich calendar still provide an excellent opportunity for brands to offset the worst effects of the Facebook EdgeRank algorithm (which effective decides which brand content is served too which users based on a mathematical perception of relevance).
Equally, brands must offset or reduce the risk of users removing brand content from their newsfeeds by being mindful of not pushing content too frequently, or low engagement / relevancy posts too frequently. Aside from the obvious mantra that brands should not spam users, under the new user controls, the risk of a user absent mindedly removing a specific brand post because it did not resonate with them personally, may have significant implications for the serving of subsequent brand content to that user regardless of the users’ wishes.
So, broadly the message for brands following the F8 conference is to provide deeper, more relevant and more personalised content in a more engaging way, making the most of apps as delivery mechanisms. However, within that, the unspoken message is for brands to remember the technical tactics at the heart of social outreach, as to overlook these may mean that all the investment and resource in playing by the rules is rendered fruitless because users won’t be receiving that content in the first place.
The Shape of Social Media In 2012
We take a look at the landscape for social media over the coming year.
Reflections of Social Media dystopia abound in Black Mirror
A review of the Black Mirror series and its reflections on our reliance on social media.
Facebook F8 Announcement Raises the Bar for Brands & Consumers - Part 4
Part 4 in my series reviewing the implications of the changes to Facebook announced at the F8 conference.
