Social Media: Facebook User Feedback
'Facebook Users Know Best'
"The Goal of News Feed Is To Show You The Content That Matters To You."
According to Facebook, 64% of 1.3 billion users visit every day. Additional research indicates a substantial number return to Facebook multiple times in a day. (Duh!?) Facebook's Business site focuses largely on advertising. But their business news updates and other online commentary reveal an important caveat about feedback from Facebook users and Business Pages.
"More than a billion people use Facebook to connect with friends, family and things that matter to them." - Facebook
Sometimes ad jargon gets it right. The overwhelming reason people come to Facebook? To connect.
The following Facebook for Business news articles suggest social media still struggles with advertising over-saturation. (Duh!?) Facebook is being kind about it - users are likely not. Ironically, "ads" are not what users are complaining about - they expect that. Users are complaining about the pitch from business pages they already follow! If you are selective about indirect and direct advertising you're ahead of the game. It doesn't have to be some deeply complex social media strategy to use social media effectively.
April 21, 2015
As more people and pages are sharing more content, we need to keep improving News Feed to get this balance right. ... people are worried about missing important updates from the friends they care about. ...content posted directly by the friends you care about, such as photos, videos, status updates or links, will be higher up in News Feed [than Business Pages].
November 14, 2014
What we discovered is a lot of the content people see as too promotional is posts from Pages they like, rather than ads.
According to people we surveyed, there are some consistent traits that make organic posts feel too promotional:
- Posts that solely push people to buy a product
- Posts that push people to enter promotions
- Posts that reuse the exact same content from ads
On average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on.
Rather than showing people all possible content, News Feed is designed to show each person on Facebook the content that’s most relevant to them. Of the 1,500+ stories a person might see whenever they log onto Facebook, News Feed displays approximately 300. To choose which stories to show, News Feed ranks each possible story (from more to less important) by looking at thousands of factors relative to each person.
If people are more active and engaged with stories that appear in News Feed, they are also more likely to be active and engaged with content from businesses.
The goal is to show people the right content at the right time. To make this happen, we look at who and what people are connected to and how they interact with content — how often they click, share, read or comment — to determine what to show. News Feed has to be useful for people and we're going to continue to improve it so that people have the best experience possible.
Connect, network, promote, share
Using Facebook as just another advertising medium, doesn't seem such a good idea. Everyone's telling us this: even Facebook. Too much advertising pitch is likely the reason organic reach vanished and Business Page posts now finish second in the news feed. But if you're up against the reach that Brian Boland describes above, consider a different approach.
The solution for 'too much pitch"?
- Schedule posts over the course of the day
- Schedule shares over the course of the day
- Only use indirect advertising and keep it to a minimum
- Develop a news feed filled with relevant media from relevant followers
- Share interesting content using "content curation"
- Share other posts from other pages; promote your followers