Changes to Facebook

As you may have seen, Facebook has made a lot of changes in the past week. It is important to our marketing efforts that we are aware of these changes and how we need to adjust our strategies to properly take advantage. The main thing to keep in mind is an emphasis on ENGAGEMENT. I preach about interacting with people on FB all of the time, but now it is more important than ever if you want to have success. I will be doing more to engage on your page. But no one can communicate with your friends and fans better than you. Together we can turn these changes into an opportunity. Please read the following:

"Likes" Less Important, Engagement Critical

With the changes to individual users newsfeeds, Facebook takes another step towards playing god in what content Facebook users see.

All content is not created equal. No longer can you expect everyone who "likes" your organization's Facebook page to see everything you post to Facebook. Status updates, photos, videos and links that get "likes" and "comments" have become even more prominent and thus more likely to be seen, while those that do not have become even less prominent and less likely to be seen.

This presents both a challenge and an opportunity for churches, non-profits and businesses. It's more important than ever that organizations engage people with their content. Those that do will find their content being seen by more people.

Furthermore, every time someone likes or comments on your content, that action shows up in all their friends Tickers. So, engaging content gets double prominence.

If you manage your organization's Facebook page, every time you post to Facebook you have to ask yourself more than, "What do I want people to know?" You have to ask yourself, "What do I want people to do?" And "How can post this in a way that will invoke a response?"

Relationship Building More Important

If you use Facebook personally, you understand that you engage more with the people you have the best relationships with - your immediate family and close friends. The same is true with organizations. The better your organization builds relationships with its "fans" the more they will "like" and comment on your content. That means doing things like

listening and responding to wall posts and comments
posting polls and asking for feedback
featuring members or customers
posting photos and video of your "fans" interacting with your organization offline

Terrell L

M/I Promotions
www.MIPromotions.com

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