Facebook's latest updates could spell big
business for large and small companies alike. It presents some big
challenges in terms of being seen and 'heard' across tis social
network- but could also pay off royally… only if you get
it right.
Facebook has recently introduced its Top Stories tool, increasing the visibility o certain Friends profile stories (photos, comments, shares etc) and Page posts within your feed.
So from a business standpoint, this is good news, isn't it? Well yes - and no. On the downside, you'll be competing to gain visibility and catch the attention of those who have liked your Page or joined your Group. You'll probably have to put more work into increasing your EdgeRank.
Media (photos and videos) help to increase EdgeRank - user interactivity - as statistically they appear to be more likely to encourage comments, which are really important when it comes to being listed as a Top Story on your Fans' or Users' feeds.
Affinity scores - which are based on the number and frequency of interactions a user takes with a Page or Friend - are one-way. So you can't just interact with your page fans to increase your own EdgeRank. They need to feel as though they want to engage with you. Affinity scores can't be gained by black hat techniques as such.
So of course with using Facebook as a social marketing platform, it's not as straightforward as just working on increasing your EdgeRank. Thanks to Facebook's changes in permissions, users no longer have to 'Like' a page to write on a wall or comment. So having thousands of Likes or Fans doesn't necessarily guarantee increased visibility within a Top Stories feed. In fact, small and local businesses are more likely to obtain a high level of user interaction.
No - EdgeRank isn't the only factor that you need to consider, especially since even if you make it into their Top Stories feed, Facebook users can also unmark your page as a Top Story.
So you need to create consistent content that engages your users by being interesting and relevant. Freshness of a post is a really important aspect in becoming a top story and increasing your page's visibility and reach, as older stories will most likely lose relevance and visibility in Facebook's Top Stories feed. That doesn't mean you can bombard users with content in the hope that it'll get noticed - because remember, if your posts clutter up their feeds, they can tune you out, with just a click of a button. You'll become invisible.
So be smart. Be consistently innovative. Remember that despite some people's willingness to claim otherwise, (good) content is still king. Think about what will get your users commenting and sharing in a positive way.
This latest update should keep small and large businesses alike on their toes - but could ultimately pay off big time for those who are really thoughtful about how they engage with their users. It's an opportunity that shouldn't be missed, but you'll have to work hard to reap the rewards.
