Once again, Facebook has changed the algorithm governing its new feed. We discuss likely consequences of that move. <\/span><\/i><\/p>\n
\nOver the past five years or so, social network, Facebook, has been an essential channel through which businesses market and advertise their products and services to the social network\u2019s 1.5 billion-plus subscribers. In turn, paid advertisements have become a major source of revenue for the firm, and the archetype of the create-a-network-and-the money-will follow business model that numerous tech start-ups and ventures have sought to emulate.<\/span><\/p>\n
However, last week, Facebook announced it would again be changing algorithm it uses to determine what posts are seen by subscribers in their news feeds. On 29 June, Facebook announced that it would be changing its news feed ranking so that posts by family and friends are given the greatest priority and as a \u00a0result, would be found higher up the news feed.<\/span><\/p>\n
While Facebook indicated that the adjustment it is making is in direct response to its subscribers\u2019 concerns and desires, the move appears to be at odds with its past efforts to encourage publishers, advertisers, marketers, etc., to use the medium and post content. However, it admits that the intended change is likely to cause a decline in reach and referral traffic \u201c<\/span>for some [Facebook] Pages<\/span><\/i>\u201d (Source: <\/span>Facebook<\/span><\/a>). Major publishers \u2013 that post dozens of articles, videos, etc., daily \u2013 are expected to be adversely affected. However, Facebook was of the view that:<\/span><\/p>\n
(Source: <\/span>Facebook<\/span><\/a>)<\/span><\/p>\n<\/blockquote>\n
More paid advertising?<\/span><\/h3>\n
In light of the intended changes, it could be argued that Facebook wants to push more businesses towards paid advertising, as opposed to relying on the organic reach of posts. However, even paid advertising should suffer if the emphasis is on user-centric content. A <\/span>recent Forbes article<\/span><\/a> on the subject indicated the following consequences:<\/span><\/p>\n
Is it still worth it to market on Facebook?<\/span><\/h3>\n
So what does it all of this mean for businesses, especially Caribbean businesses and start-ups, that use Facebook to gain some visibility and to develop a customer base? So far, it does not look good. Whilst Facebook will continue to adjust its news feed algorithm, its usefulness into the immediate future may have diminished. Consequently Caribbean marketers, publishers, etc., may need to consider and rely other strategies – outside of Facebook – to secure the benefits that used to be realised on Facebook.<\/span><\/p>\n
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Image credit: howtostartablogonline.net<\/a><\/em><\/p>\n
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