Blog Post

Move the Meter: More Perspective on the Facebook News Feed Wake-Up Call

Facebook’s changes have rocked the marketing world; here is what you can do
January 23, 2018

Following the recent announcement about changes to Facebook’s News Feed algorithm (and our post alerting nonprofits and cause marketers to the potential impact of the updates), we want to offer a balanced perspective on what has been a torrent of dire headlines.
Facebook’s changes will mean that your organization’s content isn’t seen and shared in the same way. That puts even more pressure on content marketers and social media managers to create posts that engage and inspire user participation (but not with engagement bait).
So what are the actual pros and cons of the recently announced changes to News Feed?
Social Media Today offers a level-headed answer: “For those marketers who create and share content based on their audience’s wants and needs, not much will change for you.”
It also offers these tips:

  • Use video to maximize engagement
  • Share posts across channels — not just Facebook
  • Create community with online users in creative ways
  • Ask for audience feedback; promote genuine interaction with users

Here are other headlines in the industry this week.
Content Strategist Allison Nipert:
Snapchat has built out ad functionality for deep linking, or “a sophisticated tactic to drive traffic to a specific section by targeting users who have already downloaded and opened an app.” This could be a good option for media dollars as “there’s an appetite for app discovery in Snapchat,” according to the company.
Project Manager Kathleen Ryan:
For those doing cause work, the race to make a positive impact can feel more like a marathon than a sprint. For an uplifting dose of perspective on how good policy, scientific breakthrough and collaboration can improve human lives and advance environmental conservation, browse this list of 99 good news stories from 2017.
Owned Media Strategist Laura Bernero:
A team of NPR reporters is digging into the stories behind the statistic that reflects a trend of the 21st century workplace: one in five of American workers depend on contracts. Contract workers are defined as “people hired to work on a specific project or for a fixed period of time.”
The stories of contract workers vary. Some people take side jobs on top of full-time work for extra money. Others string together several contract jobs to make ends meet. (After all, businesses expect that when they need support, they can receive expertise on demand.) Others are happy to take advantage of the growing availability of freelance work so they can enjoy the schedule flexibility and the work-from-home benefits.
Because so many of our colleagues — creatives, web developers, transcreators — are in this space, it’s worth taking a few moments to understand their world. It might help us engage the freelancers we work with more effectively.

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