Facebook has made quite a few changes to its algorithm and news feed in recent months, as has been chronicled on this blog. Digiday said that some publishers are responding by focusing more efforts on SEO.
But where does this leave brands and marketers who want to target Facebook users with news and content?
You need to change with times. These days, your content should be informative, relevant and entertaining – it helps if the topics resonate with your friends and family.
There were quite a few good posts that recommended strategies in light of the updates. Here were three that stood out, and three tips for each.
In A Publisher’s Guide to Facebook’s News Feed Updates, the Newswhip blog shared these tips:
- Focus on organic reach and stories shared by actual users vs. brand pages
- Use engagement metrics to inform strategy and content creation
- Stay attuned to what interests your readers and work hard to serve a niche audience
The same blog follow up with more good advice: How to Adapt to Facebook’s “Personally Informative” News Feed. It offered a helpful pointer to how Facebook defines Personally Informative. This means staying in tune with audience interests. Newswhip recommends:
- Creating an RSS aggregator featuring the news sources favored by your desired audience
- Building your personal brand – the changes favor peer-to-peer sharing
- Being genuine, avoiding clickbait and deception
To the last point, Facebook’s more recent changes target and penalize click bait. The Hootsuite blog featured a story on How to Get Clicks without resorting to Clickbait. It recommends:
- Be accurate, the headline shouldn’t promise more than the content delivers
- Create an emotional connection
- Take the time and care to craft an effective headline
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