For nerds like me this has been a whirlwind week. Facebook has done its usual and made some game changing additions to their platform. This is not an opinion post and it really does not matter what I think. The fact is that it has happened again and in order for us to leverage it we have to understand it.
Take for instance the change to Facebook business pages. You no longer have to “like” a page in order to interact with it. Stop and take that in for a moment. Here we are up to this point so focused on our “like” count because it helps demonstrate the strength of our network. It’s gone now. Those who were focused on quality content from the beginning will be OK. But for the typical pages who still only post about pool towels and rental prices you are in for a big shock. You see these were the numbers you go back to your boss with. “Guess what Vice President we now have 357 “likes” on our business page and last month we only had 299.” That will not fly anymore because that number may no longer be relevant to how your page is doing.
When Google + came out I quietly said to myself: “I wonder how Facebook will counteract?” With the above changes and new items such as the “Ticker” that was rolled out this week (I actually had my ticker last Friday) and the release today of the “Timeline” we can be sure that Facebook is not shrinking back. There will always be a continuing evolution on how people choose to interact which was one of many statistical reasons why Facebook did what it did. The point for us as marketers is are we listening? Do we know what to do about these changes?
It is a critical element to investigate or at the very least be aware of. Good questions to ask your self are now: “How will I measure my Facebook presence?” “What metrics do I need to pay attention to?” “Do I need to shift my content/conversation approach?” Perhaps you have others you are thinking about right now.
There are a handful of us who are already working like madmen to ascertain the effects of these changes so please pay attention to our reports as they come out. This week’s events once again teach us the value of being proactive and the value of being ready. Who knows what tomorrow will bring for us marketers so it is so important to keep listening! Feedback would be awesome on this topic. I know it’s hot so I would love feedback on how you are taking these changes and are you making considerations on its overall potential impact? Please share in the comment section below.
Written by Jonathan Saar