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Let's Be Clear - Comments Are The New Likes
February 27, 2018
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As discussed earlier, comments and shares are now what matter most in News Feed rank (being seen).
This comes from Campbell Brown, Head of Facebook News, and Adam Mosseri, Head of Facebook News Feed.
But even knowing that - comments are the new likes - we still see brands letting fans go unacknowledged; chasing likes over causing conversation.
Here is a reminder of what should be guiding your brand on Facebook right now:- Exchange between people, Facebook will "prioritize posts that spark conversations (meaningful interactions)."
- Pages will still appear, "but only those generating interaction between people will show higher in News Feed."
- Tight-knit communities, "[Pages] whose posts prompt [dialogue] between friends will see less of a decline."
- Meaningful Facebook Live moments, "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."
- 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."
"All of [Facebook's] work to reduce false news, misinformation, clickbait, sensationalism and inauthentic accounts still applies."
Read Facebook's News Feed Publisher Guidelines.
- Only trustworthy websites will matter, "Your domain needs to be seen as an information destination people trust and click on."
Facebook will ask its users from time to time about your website. Building brand trust is critical.
- Lazy Brands Will Annihilate Themselves, "Facebook will identify local publishers as those whose links are clicked on by readers in a tight geographic area."
If you're still sending people off to Buzzfeed and TMZ - you're building on their trustworthiness, not yours.
We are now moderators on Facebook.
Our most important job is to facilitate conversation, generate comments and build on being seen as trustworthy.
And quite frankly, this is the best move Facebook has made.
The essence of social is to participate by fully involving the fans, personalizing acknowledgment - reminding the audience they are an elemental part of the brand (and its success).
These changes play right into radio's local strength: more friends, more conversation, more local news and local content.
When we work smarter, we will see increased 'tune-ins,' greater time spent listening and an overall more memorable, trustworthy reputation (which drives the bottom line).
But we must participate.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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