Thinking Strategically About Facebook Content

Last week, higher ed new media communication specialist Alaina Wiens wrote about how recent changes to the Facebook Newsfeed are affecting user engagement. As Facebook tightens their grip on the algorithm that prioritizes when and where posts are seen, social media content creators are scrambling to figure out the requirements for successful Facebook engagement.

Wiens reminds us that it’s more important than ever to have a strategy. Facebook is forcing us to think more carefully about the type of content we publish and how people will interact with it.

Hmm. Dare I say it? Perhaps Facebook is doing us a favor.

One thing is clear: there is now a consequence to the set-it-and-forget it Facebook strategy (or lack there of). Once upon a time, your Page might not have achieved its potential reach without a thoughtful approach to engagement. Today, your Page may become virtually invisible. Pretty scary stuff.

Source: Facebook Users: The Inconsistent Variable by Alaina Wiens, Oct. 11, 2011.

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About Rick Allen

Rick Allen has worked in higher education for over twelve years, helping to shape web communications and content strategy. As principal of ePublish Media, Inc, a web publishing and content strategy consultancy in Boston, Mass., Rick works with knowledge-centric organizations to create and sustain effective web content. Keep going »

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