By Oracle Social Cloud-Oracle on Nov 11, 2014
Author: Amy Sorrells, Oracle Social Cloud
Facebook announced last Friday that it was giving users more control of what they see in their News Feeds with the network’s newly launched “News Feed Settings” tool. The personalized tool gives users better insights to what is taking up space in their Feed, allowing them to take actions like “unfollow” friends or Pages without unfriending them. Meaning, you don’t want to see their content right now but you might come back later and change your mind. The new tool also allows for users to choose to “See Less” content from selected friends and Pages.
Yes, the fight for News Feed real estate just got tougher.
No surprise here as Facebook must prioritize its users’ experience over anything else. That includes businesses and brands. It’s the right move as it’ll keep Facebook users happier and feeling more satisfied with their News Feed flow. That’ll keep users around and engaging more. That’s a win for users, brands and Facebook.
According to Mark Zuckerberg cited in a recent Tech Crunch article, there is on average around 1,500 posts per day that could be shown in a user’s News Feed. Facebook shows only around 100 posts a day. A number Facebook feels is appropriate for the average user.
Zuckerberg repeated his devotion to users by stating, “we optimize for the readers.” As for Pages, he advises them, too: “Focus on great content.”
Focus on great content. Certainly you’ve heard that phrase one, two or a thousand times. But changes like this one Facebook made last week requires us to underscore the importance of creating and curating really good and relevant content.
Businesses and brands are tasked with generating content that will not only cut through the clutter but also help earn your way into the News Feed. We aren’t saying it’s an easy task, but it’s definitely possible. Here are five tactics to remember that will help you create better content, increase engagement and be more visible in the News Feed.
LISTEN & LEARN: If you haven’t started a “listen first” strategy then please start now. There are social listening and monitoring technologies available that allow you to listen across the vast social and digital web. Want to know what consumers are talking about? How about your customers’ interests and needs? What content does your competition use? How can you provide better value? Start setting up topics, terms and hashtags to follow and learn from the data flowing in. It’s like a giant focus group you should be leveraging every day.
2. qANALYTICS & INSIGHTS: You have access to a vast amount of data…but do you have any insights? Your analytics should tell you what type of content is resonating best. And what time of day gets better engagement. You should also know what networks are performing better and why? Those insights can be incredibly helpful in creating and publishing good content. And that is just scratching the surface of analytics and insights.
3. INFLUENCERS & ADVOCATES: You should identify and engage with your influencers and advocates. And these are different audiences with different desires and motives. But both can be very powerful in helping share and socialize your content and brand. With the right listening technology, you can identify and learn what motivates them. Engage with them. Entice them. Co-create with them. They’ll guide you. Just listen, learn and activate.
4. PAID & AMPLIFY: Paid should be part of your social media strategy. What percentage, of course, depends on your business, but at least some of your budget should be devoted to amplifying your message. Whether to support a planned campaign or to boost organic content in real-time that is resonating, you should have a system in place to execute on a coordinated paid, owned and earned social strategy.
5. REAL & AUTHENTIC: This can’t be stressed enough. Behind every brand or organization, there should be an authentic, real and human voice. And it’s really not that hard. Think about your own personal relationships and how you want to be treated and the things that matter. It’s often just a dose of common sense and humanity. Take off your “selling” hat and just listen, learn, engage and provide some value to the conversation. Be real. Be relevant. Be engaging.