FaceBook has implemented some major changes since the latest F8 conference. The familiar 'Like' page seems to have disappeared from the new newsfeed format... Did Mark turn his back to community type of pages to the benefit of the apps feature?
This is not going down to well with brand community managers - CM - that placed FaceBook at the heart of their social media platform strategy. Since the new implementation, CMs have noticed a serious decrease in the daily activity on their fan page.
FaceBook denies having modified the 'quality score' of their pages - like they denial on cookies usage. But, if you check your newsfeed, you will see updates you were not used to see before. FaceBook is keeping that quality score formula secret, this is a huge blurry situation for community managers.
Who will benefit from this?
No one knows really. Many have opinions. Some say FaceBook wants to push advertisers to invest further in FaceBook to support its latest media hub developments. Indeed, an update in the newsfeed is free advertising. FaceBook doesn't make a penny out of it. The issue with this theory is that current advertisers invite their audience to click on a FaceBook ad landing them on a FaceBook fan page. FaceBook would shoot itself in the foot turning fan pages obsolete without offering alternatives to advertisers.
The second theory is that FaceBook is aiming to make that newsfeed more relevant to friends updates and less brand related: i.e. less spammy. This could be a temporary solution.
Nevertheless, FaceBook Fan pages are the recentupdate lonely forgotten ones. We read about a remodel of FaceBook insight, a timeline feature but nothing concrete as off yet.
How shall community managers survive?
FaceBook fan pages still have a future as they are FaceBook current main cash source. Though, this new update should be taken as a serious wake up call for businesses that focused their strategy mainly or mostly on FaceBook. We can read in many places about companies not needing a website anymore as this can now be replaced by FaceBook. How true is this when all your investments can go up in smoke in one flick of Mark's finger!
The lesson to be learnt here is to have a mix in your social media marketing strategy. Do not invest solely and mainly in FaceBook. Test G+, other platforms and do not forget about SEM. As for FaceBook, it seems that Mr Zuckerberg is hinting to us that we should spend money on display advertising campaigns as well as apps....