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Three Steps To Take Right Now In Light Of Facebook's News Feed Overhaul
January 16, 2018
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So Facebook is changing, again.
Comments, shares in News Feed, and messages via Facebook Messenger, will now be weighted heavier than reactions and likes.
An email Campbell Brown sent to those of us as Facebook Journalism Project partners, and a tweet from Adam Mosseri, Head of Facebook News Feed, both confirmed the following:
Comments are the new "likes."
To summarize the new News Feed:
- With this update, Facebook will, "prioritize posts that spark conversations and meaningful interactions between people."
- Pages will still appear, "Page posts that generate conversation between people will show higher in News Feed."
- Creating dialogue is the 'new' end game, "[Pages] whose posts prompt conversations between friends (not between person and Page) will see less of an effect.
- Don't become a baiter, "[To goad] people into commenting on posts is not meaningful interaction, and Facebook will demote those posts in News Feed."
Since it's going to take a few months for this to roll out - take time now - start hacking away at what will work for our specific Page(s) in order to still show up.
Consider the following:
Start a "See First" Campaign
Use Facebook posts (boost those generating interaction), and email marketing pieces to encourage everyone to "See You First."
Be honest.
Facebook is overhauling News Feed and your station Page will likely disappear from their personal News Feed. In order to fix that - take the following steps:
Go to the [Radio Station] Page and click "following."
By clicking "following," it will take you to the screen below. Click "See First."
We can only select up to 30 people and Pages to "See First," so be sure there's a meaningful reason to choose your Page to see first. Why would they want to see you first?
Pinball Wizard
The fine art of 'social' pinballing is starting a daily post conversation on Facebook then pulling them off Facebook - back to the mothership for increased listening.
Pages play the role of moderator - tagging like-minded folks within the comments; connecting them. The goal is getting everyone talking to each other.
After some time, let everyone know you're leaving the conversation, set an appointment to listen tomorrow for highlights, rewards, read a few comments. Rinse and repeat daily.
Pivot Use Around Facebook Live
Often you'll see people talking at us, encouraging no comments on Facebook Live videos; self-involved stuff.
But as stated by Facebook, "Live videos often lead to discussion among viewers on Facebook - in fact, live videos on average get six times as many interactions as regular videos."
Remember, comments and shares are the new "likes."
The only valuable Facebook Live videos are now those that garner interplay.
In a way - this should offer great lessons for us all - what is it people are more passionate about regarding our stations, communities, artists, local news, etc...
Pay attention to what generates chatter.
When we get it right, we will see increased 'tune-ins,' greater time spent listening and an overall more memorable reputation.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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