In the Public Eye – 6 Facebook Updates You Need to Know About

When Facebook went public on May 18, it didn’t quite live up to its high expectations and now the pressure is on to be profitable. As with many post-IPO companies, the philosophy of Facebook is changing—shifting away from the concerns of its users and towards its shareholders. The world’s largest social network has made multiple small updates since its first day of trading and today’s post is for race directors who manage Facebook pages for their event. Here are important updates that you need to know about:

1. Each post now shows what percentage of your fans were reached

  • Motivation: Empower organizations/brands
  • Impact on you: Positive & negative
  • Who wins: Organizations that track social analytics

 

 

 

 

 

 

The average Facebook post from a brand (your event’s) page only reaches 16% of fans and now you’ll be able to see that number under each post you make. That’s why this is both a positive and negative for you: you’ll notice that about 80% of your fans are disengaged, but you’ll also get stats that help you understand what gets the most reaction/involvement from those fans.

2. You can now assign five different admin roles

  • Motivation: Improve page management
  • Impact on you: Positive
  • Who wins: Facebook Admins

 

 

 

 

 

 

 

You can now assign a hierarchy to your admins. On your admin panel, click on “Edit Page” and then “Admin Roles.”

This is good for events that have multiple people (e.g. volunteers, part-time staff) helping out with their social media posts. On the other hand, if you’re a one-man band, there’s not much impact.

3. You can schedule posts right from Facebook

  • Motivation: Make third-party applications less relevant
  • Impact on you: Positive
  • Who wins: Anyone who writes/posts content for your event

 

 

 

 

 

Facebook doesn’t like losing people to HootSuite and other third-party posting applications. This addition cuts down the need for those third parties and keeps people within the walls Facebook itself. If you want to schedule a post, click on the clock in the bottom left corner.

4. Facebook promoted posts are available

  • Motivation: Increase Facebook sales
  • Impact on you: Negative
  • Who wins: Big companies + Facebook

 

 

 

 

 

 

 

 

You can now pay to get liked. In other words, your post will receive prominence over other, non-paid, posts if you pay for it. This is a significant shift in Facebook’s philosophy. The company previously positioned itself as the great equalizer for non-profits and small companies to market with the big boys, but this change favors organizations with money.

To try it out, click on “Promote” in the bottom right of the post you want to promote (but we suggest waiting for some results to come out first before you dedicate precious budget money to this).

5. Facebook’s first mobile-only ad product has been launched

  • Motivation: Increase Facebook sales
  • Impact on you: Neutral
  • Who wins: Big companies + Facebook

 

 

 

 

 

 

 

Nearly half of Facebook’s 900 million users access the social network from a mobile device. When Facebook decided to go public, investors saw the fact that it made no money from mobile as a major problem. Now you have the ability to launch a Sponsored Story exclusively distributed through mobile devices. If these Stories work well for advertisers, this product will stick. Again, since most race directors have limited budgets, it’s best to wait and see how this performs.

6. The old-fashioned “like” button is gone (and so are some of your fans)

  • Motivation: Less clutter for users
  • Impact on you: Too early to tell
  • Who wins: Facebook users

 

 

 

 

 

 

The “like” button now has some hidden options behind it. You can add a page to an interest list, or you can choose to show posts in your news feed or not at all. A “like” no longer holds the same weight with these new options…it simply won’t be seen by as many people versus the previous format. To help combat this, encourage your fans to choose to see your posts in their news feeds (checkmark it in the “like” selections).

What we think
The reality is that Facebook desperately needs to increase revenue now that it is a public company. You’ll continue to see more changes: some good, some bad, but most based on what will provide value to stockholders. Your best strategy is to evaluate each new update and decide from there if it will help or hinder your event’s social media goals.

SEE ALSO: Social Sharing: What It Is, How To Use It & How To Get Started