I’ve been telling my clients for years, “Don’t get too comfortable with your Social Media marketing, it’s going to change tomorrow.” You may have noticed Facebook’s recent plethora of changes. They’ve changed the newsfeed (again), added a timeline (questionable usefulness), and they’re reducing the value of the Like button. Wait… what was that???
That’s right. The ubiquitous Like button, which has become so much a part of our online lives, is evolving into more of a voting mechanism. In my opinion, this is great news.
So what does this mean to you? You’ve spent countless hours and maybe thousands of dollars, increasing your “Likers” on your Facebook business page. It always seemed almost ridiculous to me, that we as marketers should be practically driven into a frenzy of getting people to “follow” our brand. 90% of our messages get ignored anyway. This is why small business marketers say their Facebook page doesn’t work for them. At least not in the sense that it gets them any business.
Users will now have a way to “vote” on content. To me this makes a whole helluva lot more sense. It means the boring, all-about-me promotional content that we see so much of can now get voted down into oblivion, while the interesting cool stuff will get promoted to the top.
This is one Facebook change I can hang my hat on. From both a consumer’s side and a marketer’s side. From a consumer’s side I will no longer have to tolerate crap on my Fb feed. From a marketer’s side I will have a lot less competition, and my truly authentic and valuable message will clearly shine amongst the drivel.
Not that I think for a moment that the spammers won’t come up with some way of getting around it. Like hiring legions of $2/hr off-shore teenagers to Vote Up the crap content they post for their clients. Black hat will always exist, but somehow the brains behind the beasts (Google, Facebook, etc.) will continue to find ways to combat it. Good for them. And for us.
I invite you to read Mashable’s blog post, which was my source for this post, at: http://mashable.com/2011/09/22/facebooks-changes-marketers
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