The world’s biggest social network is souring on promotional posts, and your association could be affected. Plus: The National Conference Center plays host to a feel-good story involving an eagle.
Facebook often alters the algorithms fueling its news feeds, much to the chagrin of those whose pages see noticeably less traffic afterward. And the social networking giant’s latest announcement is bound to frustrate a whole new batch of organizations.
The aim of the upcoming update, which is planned to go live in January, is to reduce promotional content that appears in news feeds and increase content from friends and pages users are actually interested in. Facebook’s announcement outlined three traits shared by content it deems “too promotional”:
- Posts that solely push people to buy a product or install an app
- Posts that push people to enter promotions and sweepstakes with no real context
- Posts that reuse the exact same content from ads
“While pages that post a lot of the content we mention above will see a significant decrease in distribution, the majority of pages will not be impacted by this change,” Facebook claimed in its announcement. Nonetheless, it’s another change that association social media teams should prepare for as the new year approaches.
Feel-Good Story of the Day
The National Conference Center and events center West Belmont Place hosted a different kind of event earlier this month, when a rescued bald eagle was returned to the wild after being nursed back to health by the Blue Ridge Wildlife Center.
“When we learned that Blue Ridge Wildlife was looking for a location to release their eagle, we immediately volunteered. With our close proximity to both the Potomac River and the location where the eagle was found, our site was an ideal location for the release,” Geoff Lawson, NCC and West Belmont Place vice president and general manager, said in a statement.
Other Good Reads
Facebook may be bringing the hammer down on promotions, but association management expert Steve Drake has three useful tips for how to make the most of your promotional messaging.
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