Be sure to understand the marketing implications of these changes before pitching your next Facebook project.
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What should we remember about the changes that has been announced by Facebook ?
RépondreSupprimerThe “Fan Pages” are increasingly viral but firms will need to optimize the news feeds. Today, it is an algorithm which determines what appears in the news feeds of each user, it is thus necessary to optimize the firm’s publication to urge a maximum of users to interact and ensure a maximum presence. The good news is that if a brand optimize its news feeds then it will be better exposed because its publications will be posted longer than they used to be and all of the fans even if they were not connected at the time of the publication will have access to it. The other good news is that each time X becomes fan of Z, his friend Y will see it in his notifications. So if Y is also fan of Z, Y will also become fan. Thus when a user becomes fan, a hundred friends are also exposed to the brand. However, this does not exonerate the brands to give incentive to make fans. In the end, brands definitely need to rely on a full commitment which means their pages must make react their fans (to like, to comment on and to share).
Moreover, the use of facebook as an emailing platform is more clearly defined. Facebook will make it possible to the users to provide their e-mail addresses in only one click. Therefore, brands will need to become really persuasive so that the users agree to receive their messages. Brands should see here an opportunity to develop durable relationships with their clients but brands will also have to develop trustworthy relationships with them.
What we can observe is that at the end news feeds remain the essential component of a successful viral strategy. A successful viral strategy should be the one that will be able to combine entertainment and shares. A brand needs to be “shareable” on Facebook (or other social networks).
To conclude, what one may notice is that virtual or real life, we always come back to they same basics:
“Oh, I get by with a little help from my friends
Mm, I get high with a little help from my friends
Mm, gonna try with a little help from my friends »
Joe Cocker
(feel free to listen to the song on the youtube application just above)