Is This The Death of Facebook?
Don't panic. Okay maybe a little.
If you haven't heard, or need a reminder, Facebook’s initial tests of an alternative News Feed or the “Explore” feed, have progressed to a full roll-out.
Previously available on mobile devices in the main navigation, Facebook’s new Explore Feed is now appearing for users on the desktop, as well.
On the desktop, the feed is found in the left-side sidebar, within the “Explore” section – where you’ll also find links to Facebook features like Events, Groups, Pages, Moments, Saved items, and more.
Explore Feed was created to help Facebook users discover more content across the social network, beyond posts from friends and Pages you already follow. This feed will function as a separate area on Facebook that recommends content it thinks you might find interesting, including posts, articles, photos and videos from sources you haven’t followed yet.
“We are beginning to roll out a complementary feed of popular articles, videos, and photos, automatically customized for each person based on content that might be interesting to them," a Facebook spokesperson said in a statement, according to TechCrunch.
A Facebook spokeswomen told AdNews:
“With all of the possible stories in each person's feed, we always work to connect people with the posts they find most meaningful. People have told us they want an easier way to see posts from friends and family, so we are testing two separate feeds, one as a dedicated space with posts from friends and family and another as a dedicated space for posts from Pages."
Facebook has hosted workshops for publishers in the past, to ease tensions, as well as testing subscription tools for Instant Articles.
So the bigger question at hand is, What does this mean for businesses outside of publishing? Will this mean that your fans & engaged followers will no longer be able to see your content at all, making organic reach obsolete? Will this mean that you will be required to have a larger budget dedicated solely to pushing sponsored content into the main feed?
No matter what happens, the only thing you can do is stay ahead of the curve. If you know that Facebook does not create ROI for your business, or that it does not help you facilitate an engaged community of supporters who actively support your business whether monetarily, or through engagement, could it be time to cut the cord?
Now is the perfect time to perform a social media audit to see the value in each of your social media accounts. You don't need to have social media accounts everywhere, but where you are right now, should definitely be of value.
If Facebook is big business for you, consider creating a separate budget for sponsored content or ads, & begin testing (if you haven't already) to see what works & what doesn't. With technological shifts & advancements, the worst thing you can do is not prepare yourself.
Assess, Strategize, & Adapt.
Need help figuring this out? Need a new strategy? Reach out to us here.