How the new Facebook news feed changes will impact marketers

Person touching like buttons on Facebook.

Big news recently came out of the Big Blue headquarters in Menlo Park, California. Mark Zuckerberg confirmed the rumors of sweeping changes that will impact approximately all of Facebook’s nearly 2 billion users, which is that a new point of emphasis will be made for those feeds to be populated by status updates from friends and family and less from business pages.

Kind of sounds like the Facebook of old – where feeds were sprawling with nothing but what your friends and family were up to, their latest vacation pictures or alerting you when someone’s relationship status just changed.

Meaning – more than ever – Facebook for the B2B space is becoming a pay to play platform. It’s not like Facebook will stop publishing promoted posts; it is a business after all, and definitely wants to keep that revenue stream alive.

This simply means a standard post from a business page will less likely creep into the viewing public’s feed (without a little extra effort).

“Recently we’ve gotten feedback from our community that public content — posts from businesses, brands and media — is crowding out the personal moments that lead us to connect more with each other,” Facebook founder and CEO Mark Zuckerberg recently wrote in a Facebook post. “I’m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.”

That’s a noticeably big blow to small-to-mid-sized businesses looking to grow their brand organically through the social media giant. To top it off, the change could send ripple effects across other platforms as they look to keep even with Facebook and compete for viewing eyes.

This doesn’t necessarily mean businesses should completely stop creating standard posts, though – whether original or sharing another’s. Keeping the conversation alive is paramount for any business.

Instead, it will mean paying even more attention to how crucial marketing dollars should be spent, specifically on Facebook advertising and promoted, or boosted, posts. And that’s where MultiView can help.

Whether or not your business is active on social media, your customers and prospects are. In fact, you may already be coming up in conversation. Luckily, MultiView has two specific programs that can help your B2B business carve a niche on the Facebook front. Our social media experts can extend your reach into Facebook, targeting your ideal buyers in their comfort zone through Facebook Advertising, and our Social Media Marketing program manages the entire social media experience through custom posts and messages, promotional campaigns, and social listening on a variety of different social platforms.

So, fear not. While the latest news may have been a bit frustrating to hear or read, we’ve got your back. We take pride in staying up-to-date in the latest social media trends and keeping your company in front of your potential and existing customers’ eyes.

MultiView Team Expert Stephen Peters

Stephen Peters

Senior Email Marketing Strategist

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