Changes are a big part of Social Media for the past 5 years. I find myself sometimes saying "I can't keep up with all this changes". Is a real headache the fact that once you seem to manage one thing for the past 30 days in the next 10 days you are going to get a surprise that it has changed. As Arnold Bennett said "Any change, even a change for the better, is always accompanied by drawbacks and discomforts." I do second that. But changes are always good for the future and keeping up it was we have in order to be part of the movement.
One big change is that Facebook has added a control in the top right of each story that users can check to unmark a top story. Facebook will use that information over time to automatically edit the feeds. Since users now have more control over their news feeds, brands with boring or irrelevant updates will have lower visibility. (They will still show up in the Ticker, however.)
How to do that? David Berkowitz, senior director of emerging media and innovation for 360i, says Facebook will now be about branding actions. “Before on Facebook it was about getting people to ‘Like’ the brand,” he says. “Now, it’s about getting people to take social actions enabled by that brand.” For example, if a consumer posts an update about a run they just took, that’s a prime opportunity for Nike. “If your run is powered by Nike, you might still wear Adidas,” says Berkowitz, “but Adidas will have to find something else that’s social about its brand to become part of your story.”
The change will require new thinking from marketers who had merely tried to accumulate as many fans and “Likes” as possible. Jenna Lebel,managing director of strategy at Likeable Media, says the “Like” is “a little less relevant now,” and that marketers will have to work harder to earn their place in news feeds. “Your content is going to need to be absolutely amazing,” she says.
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