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A Better Fan Strategy Is Needed
May 15, 2018
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Facebook has released its first content moderation report.
This report is Facebook's way of showing users transparency in how they are working to make the platform better by removing fake accounts, spam, hate speech, nudes, etc...
And while it's an interesting short read - I wanted to point out something that stood out.
Of the 837 million pieces of spam removed from Facebook's News Feed in Q1 2018 - nearly 100% was found and flagged by artificial intelligence and computer vision screening - not a person reporting it (or before a person could report it).
Why this matters:
Artificial intelligence can't always tell the difference between spam and maybe those static graphic images used to promote contests.
So moving forward, the less care we put in the content we post, the more open we are to getting content removed because AI won't always get it right.
One way to learn how to co-exist with AI is to consider a more meaningful presence (less spam) on Facebook.
Impact
It's understandable wanting to use Facebook to promote less purposeful content like contests - so come at content from the fans' point of view.
You know those contest graphics (ads) do not cut through.
Pivot for optimization. Try video.
Whether you use talent to explain what the contest means to the audience or a graphic video like this one from Chadd Callahan, WDRQ/Detroit - work on content that has a better chance of not getting flagged by AI.
Exclusivity
Besides promoting contests more effectively - what else can stations do on Facebook that lives within the boundaries of "meaningful interactions?"
KQRS/Minneapolis - as a Classic Rocker - knows the audience wants to always feel a part of something, so they pull them in with stories. The most recent trend is having talent talk about their favorite albums and why:
Access
Fans crave it; but we rarely give it.
Think ahead and plan out Facebook Live chats when artists/celebrities come to town. Share your access with the audience.
Or fire up Facebook Live during trending topics. The entire essence of live video is giving the audience a moment with you.
Pinball Wizard
Speaking of Facebook Live - hone the fine art of 'social pinballing' by posting a daily conversation starter on Facebook.
Pages should be playing the role of moderator, anyway, by tagging like-minded folks in the comments section, connecting them and getting everyone talking with one another.
Then pull them off Facebook and back to the mothership at a designated time for increased listening. Tell them you'll read a few comments on-air - personalize this stuff.
As Facebook holds itself more accountable with the use of artificial intelligence and computer vision to scan bad content, it can hold us more accountable to be better.
The more trustworthy we become in the opinions of Facebook users, the more memorable we make the overall brand.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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