What does the change in Facebook strategy mean for your customers? The topicality of the newsfeed is in the hands of the user. As a company, your own fans can intervene. But how many will answer the call?
Based on the “time well spent” approach, interactions (likes and shares after defacto viewing e.g. a video or picture) should be in the future. According to scientific studies, the interactions are apparently the main reason for “happiness” in the life of a society. This is how Zuckerberg expresses himself. Assuming the correctness of this theory (there are a large number of studies and specialist literature on it), this does not yet exclude economic interests.
On the one hand, the optimization of the algorithm should enable a prediction of interaction and thus higher customer satisfaction. However, this data helps Facebook sell better user understanding (behavior). At the same time, the media and publishers, although all brands, lose their previous favorites. However, paying for presence remains an existing factor in the news feed.
The thought crosses my mind: Parallels to Google’s SEO (Search Engine Optimization) for more transparency and quality of the user experience could be seen.
The reach on Facebook can now be increased through real interaction. When I talk to Facebook users, I notice that the probability of not seeing everything in the news feed hardly seems real. While an average of 16% was achievable in 2012, we can unfortunately now reckon with 1.5%. Of course, each user can define himself which company he gives a “first” position and thus reveals a “Family & Friends” relationship.
Interactions at best have a direct connection for Facebook company success and influence: the video shows some exemplary data collection (s) about users (note: English).