Following on from Mark Zuckerburg’s new years’ resolution to ‘fix’ Facebook, yesterday he announced some of the changes that will be implemented. The original purpose of Facebook was to help people connect and the announcement details a re-focus on this. Content from family and friends will be prioritised over public content and the emphasis will be on creating meaningful discussion and interaction.
There will be less public content and posts from publishers or businesses, although users can select their preferences to ensure they still see content from their favourite pages in their newsfeed preference. Pages that create content and have no likes, comments or interaction are likely to see the biggest decreases in traffic. Pages from businesses, videos and publishers will not appear at the top of the newsfeed and will see a decline in distribution. This will vary from page to page depending on the content and interaction.
Business that use Facebook to promote and market their products and services will need to re-evaluate their marketing strategy as these changes will impact on how to reach their audience. Posts will need to prompt interaction and conversation amongst users not just provide information in order to be higher in the news feed.