Managing the Impact of Facebook’s Newsfeed Changes

Facebook announced important changes to its newsfeed algorithm last week. The changes prioritize consumer engagement on the platform and have important implications for brand marketing and public relations. Our digital strategists from around the world have decoded the changes. Here’s where we’ve landed…

1. Social Network:
Social relationships and interactions (reactions, comments and shares) are the strongest signal for content in the newsfeed.

2. Facebook Zero:
Posts from brand pages are set to be throttled back to zero. Organic posting is no longer an option. Paid promotion required.

Expert Comment: Rachel Winer, Director, Paid Media
“I predict the most prominent impact will be on Facebook organic client page reach. Brands will evaluate their content strategy in the coming weeks in order to prioritize garnering Facebook audience engagements over website clicks. In doing so, likely at an initial slightly higher cost per action, paid Facebook ads will need to correspond with this new content approach in order to maximize overall ROI.”

3. Consumers First:
Consumers have control over what they see and what they don’t, but very few tweak settings. Can you make your stories so valuable that people want to see them first?

4. Video and Events:
Live video is still being prioritized over all other forms of content. Facebook continues to chase a position in the events business.

Expert Comment: Amit Wadehra, Vice President, Digital
“Brands have responded to Facebook’s call for more video, but the newsfeed has become a passive experience. Expect to see more video that drives meaningful engagement like live video.”

5. Conversation:
Meaningful engagement and discussion that keeps people coming back will bounce in the newsfeed and keep surfacing up top.

6. Social Purpose:
Brands that listen to consumers and create meaningful content and conversation will rise up the newsfeed.

Expert Comment: Jim Lin, Senior Vice President, Creative Director
“Working with consumers to create conversation around and about your brand, or share your content, has always been the holy grail of social media marketing. It is simply more important than ever because being able to tap into consumer actions (what Facebook would consider personal) to promote your brand has now become a much higher imperative.”

7. Groups vs. Pages:
Groups are an opportunity for brands but need to be non-commercial. Can you build a community around your location, event or organization?

8. Word of Mouth:
Optimize your marketing or public relations effort for word of mouth and social sharing.

Expert Comment: Gur Tsabar, Senior Vice President, Digital Strategy & Innovation
“Brands that consciously help facilitate interactions and connectivity among consumers are the ones that will outperform on the platform. And while there may be skepticism that these changes will reverse the trend of people de-positioning Facebook in their lives, this reinforces the belief that brands must strive to meet these exact engagement hurdles to succeed socially and beyond.”

9. Strong and Under-utilized Signals
Seeking recommendations, events, reviews and check-ins are strong signals. This is an under-utilised place for brands to play.

10. Negative Signals
Any negative consumers signal such as mute or hide, will push content down the newsfeed.

Expert Comment: Amit Wadehra, Vice President, Digital
“Weaknesses in the previous newsfeed algorithm have been exploited by marketers with click bait headlines or engagement bait headlines. We expect brands that continue to employ those tactics to be punished by the Facebook newsfeed.”

If you’d like to talk to us about working with your organization to tackle any of the issues raised, please don’t hesitate to contact me directly or comment below.

Many thanks to Jim Lin, Gur Tsabar, Amit Wadehra and Rachel Winer.

Executing Healthcare Awareness Campaigns in the Midst of Crisis

The Opioid Crisis

Over the last decade, the opioid epidemic in America has greatly impacted the ways in which healthcare providers administer both urgent and preventative care options to those most affected.

There’s no way to immediately judge just how much of an impact the opioid crisis will affect Florida in the future, but there are still ways in which healthcare organizations can educate the masses while helping those who may be struggling with addiction.

 

Acknowledge That There’s a Problem

As much as you may pride your organization on being the best at what you do, on behalf of your patients, we know you can’t do it all. Essentially, admitting that there’s a problem in the way that you currently disseminate vital, educational information to patients and their families is the first step in creating a more effective crisis-based communication plan.

Once you’ve addressed the elephant in the room, your focus should then shift to creating the best plan of action for keeping those concerned up to date on any new developments, legislative actions and treatment/recovery options.

Become an Advocate for Patients and Families

As mentioned before, there’s educational information that’s important for both patients and their families. When dealing with addiction, the circle of those affected is much wider than what some people would perceive.

Be mindful of creatively effective ways in which your organization can disseminate information that families and caretakers can use to help care for patients and information that can help patients take better care of themselves.

The more effort you put towards creating an environment of mutual support, the more likely you are see positive treatment results.

 

Team up with Proven Industry Experts

Perhaps the only silver lining that comes from the opioid crisis in Florida is that there are plenty of industry organizations that are willing to help get the word out to the right audiences, freeing you and your system up to do the one thing that matters most: improving the health of your patients.

If you’re looking for an agency that can help you prioritize and optimize your current marketing and education strategies, contact us at 407-585-8231, or email us at new@evokad.com.

Twitter may soon tell you personally if you saw Russian propaganda tweets

Twitter fans, don’t think your Facebook-using friends were the only ones who were subjected to Russian propaganda during the 2016 election. You almost certainly were, too. And now Twitter says it’s getting ready to let you know just how many tweets you saw. According to Recode, Twitter’s director of public policy, Carlos Monje, said during …

Twitter fans, don’t think your Facebook-using friends were the only ones who were subjected to Russian propaganda during the 2016 election. You almost certainly were, too. And now Twitter says it’s getting ready to let you know just how many tweets you saw.

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What is the Bayeux Tapestry? 5 things to know about the historic “first comic strip”

The Bayeux Tapestry is going on display in the United Kingdom for the first time ever. France has agreed to lend its neighbor the nearly thousand-year-old fabric, once it’s determined that the tapestry can make the trip across the channel. If you have no idea why that’s cool or why you should care about a …

The Bayeux Tapestry is going on display in the United Kingdom for the first time ever. France has agreed to lend its neighbor the nearly thousand-year-old fabric, once it’s determined that the tapestry can make the trip across the channel.

Read Full Story

What is the Bayeux Tapestry? 5 things to know about the historic “first comic strip”

The Bayeux Tapestry is going on display in the United Kingdom for the first time ever. France has agreed to lend its neighbor the nearly thousand-year-old fabric, once it’s determined that the tapestry can make the trip across the channel. If you have no idea why that’s cool or why you should care about a …

The Bayeux Tapestry is going on display in the United Kingdom for the first time ever. France has agreed to lend its neighbor the nearly thousand-year-old fabric, once it’s determined that the tapestry can make the trip across the channel.

Read Full Story

Kind Trashes Rivals — With Help From Anna Faris


It’s an edgier take from Kind, but the overall idea doesn’t stray too far from other campaigns. Kind, which got a minority investment from Mars in late 2017, likes to position itself as a challenger to established brands, and often calls out competitors when announcing its own products. Last year, it dumped a giant display of mock sugar in Times Square to promote that its fruit snacks contain no added sugar but that some competing brands do.

Now, Kind is focusing on what it describes as the often chalky, synthetic tastes of bars with primary ingredients such as protein blends. Kind plans to send the first 10,000 people who sign up online one of four competing bars of their choosingQuest Peanut Butter Supreme, ThinkThin Lemon Delight, Clif Builder’s Cookies ‘N Cream or Power Crunch Red Velvetplus a Kind Protein bar to do their own taste tests.

There have also been more traditional in-person events. Earlier this month, 99 percent of taste-test participants in Miami and 93 percent of those sampling the products in Orange County, California chose the Kind Protein bar over a competing product, Nannis claims.

Continue reading at AdAge.com