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Facebook's Latest Update Emphasizes Local - Giving Radio Opportunity To Build More Trust
January 30, 2018
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Facebook's Latest Update Emphasizes Local - Giving Radio Opportunity To Build More Trust
If you're keeping count - this is the third change to News Feed in the last month (with at least one more coming).
But this change is excellent for radio as it's all about local content.
Facebook is now pushing more local; less national in News Feed.
And while "news" is emphasized quite a bit ("local news helps build community -- both on and offline"), this change applies to all types of content including local sports, arts and human-interest stories.
This change has already rolled out.
Here's how we ensure our stations are seen as trusted sources.
Websites Are More Valuable Than Ever
"Small news outlets may benefit from this change more than other outlets, because they tend to have a concentrated readership in one location."
If you're not already placing local news on your website and using Facebook to pull people into that asset you 'own,' do it now.
Your domain needs to be seen as an information destination people trust and click on.
Brands Will Annihilate Themselves If This Change Is Ignored
"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 brand, not yours.
Content Must Be Meaningful
"[Facebook is] prioritizing local news as a part of an emphasis on high-quality news - making sure the time we spend on Facebook is valuable."
Posts that create meaningful interactions (triggering conversation and sharing content) will appear higher in News Feed in your geographic areas.
Don't Be A Baiter
"All of [Facebook's] work to reduce false news, misinformation, clickbait, sensationalism and inauthentic accounts still applies."
Read Facebook's News Feed Publisher Guidelines.
Get The "See First" Campaign Going Now
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 it will become increasingly harder to see (what your station offers).
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 are reasons to choose your Page to see first.
To sum up the recent changes to News Feed - it plays right into radio's local strength: more friends, more conversation, more local news + content.
This is opportunity to remind the audience why we matter in our communities.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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