Facebook advertising: Quality over quantity

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• Facebook advertising Quality over quantity
• So Facebook makes an algorithmic change, the end
  result, mad panic and hysteria!
• In contrast Google makes on average 550 changes
  to its algorithm every year, why? To improve the
  overall customer experience and ensure that the
  content we are served is relevant exactly the
  same as Facebook are trying to achieve with their
  latest change.
• Ive read what feels like literally hundreds of
  posts and articles this year already about the
  detrimental effect this is going to have on
  publishers, brands and media companies, the truth
  is, I actually dont think things are going to
  be all that bad. In fact the complete opposite, I
  for one am sick of waking up every morning and
  scrolling through my newsfeed only to see
  advertisement after advertisement and tons of
  sponsored content that has zero relevancy to me
  and my everyday life, clearly I am not alone!
• Facebook has plenty of reasons for making these
  changes, main factors including the negative
  publicity of late, particularly surrounding the
  US general election and fake news, but more than
  that has to be overall user experience. It is of
  no surprise that Facebook numbers have been
  slowing and sentiment has not been as positive
  as in previous years, due to all the clutter it
  does feel that the
• social network has lost its social element!
• How will this effect brands?
• The days of organic reach are definitely over.
  Businesses already have to invest in ads on
  Facebook to get their content in front of their
  audiences. But there will be fewer opportunities
  to buy ads, so the prices will be higher.
  However, the relevance and return is likely to be
  much larger. Quality will prevail and the spray
  and pray approach used by most advertisers
  recently will no longer drive results!
• I think the change will also impact the way that
  we talk about the value of Facebook for
  advertising, and that the meaningful
  interactions that are important in paid really
  are about driving business outcomes, and not
  about driving engagement for the sake of
  engagement.
• If anything, this update will further support the
  point of view I have on using paid social to
  drive true business objectivesnot
  engagementsfor a while now. It will also impact
  the way we monitor the performance of any
  boosted content, in case we do see an impact
  there.

Use Facebook advertising for awareness and
promotions Stop any engagement baiting in your
posts nowthe kind of posts that say, Like this
for yes,

• angry for no, and so on. This will not work
• Stop posting any content with a link to your blog
  or website. You cannot rely on Facebook for
  traffic

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• Go back to your community and produce content
  that encourages meaningful one-to-many
  discussions engagement your followers, like the
  good old days!
• Produce more live videos (not pre-recorded ones).
  Facebook said Live videos are totalling six
  times the interactions of non-Live videos.
• Look at setting up groups to build your community
  this will ensure you are pushing relevant
  content to the right people, a sure way to
  increase the number of meaningful interactions
• Look at the areas that are growing. Chat bots and
  messaging should now be a definite focus,
  alongside your Facebook brand page, creating and
  maintaing one-to-one conversations with your
  followers will be key Social CRM is the way
  forward!
• Lastly, one of the real winners, apart from
  consumers, has to be influencers. Connecting with
  Influencers who have a growing audience that
  they truly understand will be at a premium for
  most marketers. It will continue to be the most
  effective way to influence consumer behaviour via
  social media and beyond.
• The key is for Influencers to have a deep
  understanding of their followers and of their
  brands equity. The real question is, will
  Facebook begin to regulate Influencers and treat
  their organic content the same as businesses?
  Will they use the algorithm to measure the amount
  of posts from Influencers that seem to contain
  brands either in the content or caption and begin
  to penalize their reach just like the media
  companies and businesses? After all, Influencers
  began their accounts as regular people,
  connecting with friends and family and not
  partnering with brands. Only time will tell!