Technology

Friday Buzz: Facebook Turns Its Back on Publishers

By / Jan 12, 2018 (HStocks/iStock Editorial/Getty Images Plus)

Facebook is making major changes to the news feed that will most likely affect the organic reach of your organization’s posts. Also: Getting your event to stand out starts with a smart communications plan.

Get ready to see changes to your Facebook numbers. The social media giant is changing the news feed to increase the visibility of posts from friends and family and deprioritize those from publishers and brands.

“With this update, we will also prioritize posts that spark conversations and meaningful interactions between people,” Adam Mosseri, Facebook’s head of News Feed, wrote in a statement. “To do this, we will predict which posts you might want to interact with your friends about, and show these posts higher in feed.”

Publishers who have been briefed by Facebook on the change believe that it will result in a significant decline of organic reach, reports Digiday.

“As we make these updates, Pages may see their reach, video watch time and referral traffic decrease,” says Mosseri. “The impact will vary from Page to Page, driven by factors including the type of content they produce and how people interact with it.”

If you’re worried about how your content will fare after these changes are implemented, there’s plenty that associations can do to continue to reach their audience. Experiment with putting paid support behind particularly important content, and put more effort into organic reach on Twitter, LinkedIn, and other social channels.

Be Distinct

Your events have so much to offer, but are you able to make them stand out among all the competition?

Forbes is sharing advice from communications experts to make your meetings catch the eye of your target audience.

Steps include performing a situational analysis, a marketing distribution plan, and a PR strategy. “An important step in building a communication strategy for a launch or event is to develop a powerful PR plan that incorporates media briefs, campaigns, webinars, thought leadership content and leveraging influencers,” says Lakshmi Randall, director of product marketing for Denodo.

Other Links of Note

Technological advancement is going to change marketing automation this year.  CMSWire shares four automation trends to look out for in 2018.

Are you implementing a new membership model? The Membership Marketing Blog offers up a tactical communications guide for introducing it to members.

To promote more collaboration you need the right technology. The DelCor blog shares ways to leverage tech to get your team working together more effectively.

Raegan Johnson

Raegan Johnson is a contributor to Associations Now. More »

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