In order to ensure people are always seeing highly relevant content, Facebook® recently announced that fewer overly promotional posts will appear in people’s News Feeds beginning in 2015.
As people connect with more friends and Like more business Pages, News Feed is becoming increasingly crowded. Overly promotional posts in News Feed add little value compared to other more relevant posts, so Facebook, after conducting a widespread survey, listened to people’s feedback and addressed this in their recent announcement.
As I’ve highlighted with other evolutions of the News Feed, high-quality, highly engaging organic content will continue to be featured. So for financial services professionals, if your posts are getting a lot of Likes and comments, Facebook will continue to feature them in News Feed; good content that informs, entertains and makes people think will win.
What does Facebook define as “overly promotional?” This will include posts that strictly sell and make no attempt to engage, such as:
- Posts that solely push people to buy a product or install an app
- Posts that push people to enter promotions and sweepstakes with no real context
- Posts that reuse the exact same content from ads
High-quality organic posts will continue to appear in News Feed. In addition, with Hearsay Social’s new promotional posts feature, financial services professionals can also use ad dollars that were previously wasted on low yield ads like billboards and instead invest them in higher yield Promotional Posts to get even greater reach.
Facebook® is a registered trademark of Facebook Inc.
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Financial services reps the world over are now using Facebook to connect with clients, share ideas and communicate thought leadership. While hugely effective, that is only the tip of the iceberg in terms of how to effectively use Facebook in the financial services industry.
In a recent article, I introduce strategies on using promoted posts on Facebook to further extend your reach. The benefits of Facebook promoted posts in a nutshell are:
1. Targeting: Promoted posts make it simple to target exactly the audience you’re seeking based on a number of factors, including location, age, gender, and other demographics.
2. Grow engagement: Whether you’re just starting out or looking to expand the footprint of your Facebook Page, promoted posts help grow engagement through calls to action, such as inviting people to visit a website .
3. Get seen: With so much great content on Facebook, it’s difficult to ensure your content is seen on others’ News Feed’s. Promoted posts provide a great and simple way to boost your content higher in News Feed, so there’s a better chance your audience will see them.
I drop more knowledge in the article here: Social Media Promotion – Life & Health AdvisorLife & Health Advisor.
One of the great things about working at Hearsay Social is the ability to experiment, try out ideas, and always find new ways to #GSD (get sh*t done!). One great example is the great podcast series my colleagues in marketing are doing. It is a lot of fun and a great way to learn about how social is impacting the financial services world.
I had the great opportunity to participate in the most recent podcast. It was a lot of fun and we also got a chance to dive in to some deep thoughts on:
- Social media as an extension of the human experience
- How social media is used differently around the world
- Hearsay’s approach to innovation and partnering.
There is also a small story about my craziest moment at Hearsay Social (hint, it involves a military coup).
With over 1 billion users worldwide coupled with deep local reach and engagement, Facebook is a key social platform for financial services professionals to reach out and connect with customers.
Everyday, millions of agents and advisers use their Facebook Business Page to share content, post updates on their business, and provide useful insights into what is happening in the market.
But it is a simple truth that as more people engage on Facebook Business Pages, the more crowded a user’s news feed will be. At best, a user can review dozens or maybe a hundred updates a day.
To reduce noise and keep a user’s news feed as relevant as possible, Facebook uses over 1000 filters to determine which posts should get highlighted.
In a recent TechCrunch article, Facebook News Feed Director of Product Management Will Cathcart highlighted the main filters:
- How popular (Liked, commented on, shared, clicked) are the post creator’s past posts with everyone
- How popular is this post with everyone who has already seen it
- How popular have the post creator’s past posts been with the viewer
- Doe the type of post (status update, photo, video, link) match what types have been popular with the viewer in the past
- How recently was the post published
As an agent or adviser, you’ve worked hard to build a loyal and active following on your Facebook Business Page. Make sure you keep those followers engaged and up-to-date by posting timely, relevant content.
Focusing on consistency and quality of content will help determine how prominently your post will appear in your follower’s news feed.
My son like puzzles. He’s only two years old but he loves to find the most complex puzzle in the house, take it apart, and then out it back together. To see a young child wanting to tackle a series of complex puzzle problems is an inspiration to watch as a parent.
It is also inspirational to watch as a business development professional.
I’m not much good at the types of puzzles my son likes to tackle, but I enjoy figuring out another type of puzzle, markets.
Sometimes those puzzles are technology-related; figuring out who the main vendors are in a market, how their products differentiate, and trying to boil it all down to understand who is disrupting whom.
You figure out these technology markets because you need to understand who to partner with, who to maybe buy, or who is or may become a competitor. Or maybe the right answer is to just leave that market alone.
Then there are global puzzles, which are the ones I’ve recently been spending a lot of time. You can read reports, you can talk to experts, but it isn’t until you go out into the various markets and talk to potential customers and partners, do you begin to understand a market.
Reports have numbers, markets have nuances. You need to be actively investigating a market, technology or global, to properly understand the nuances.