I started writing this post a few weeks back when news dropped of the Facebook algorithm change, one that will prioritise friends and groups over brands and publishers.
There was the typical hand-wringing that happens when Facebook makes decisions like this. There has been much written about tactics to beat / game the algorithm, and many about the cause and effect of it (including this one from Jon Loomer on why marketing is to blame for all the Facebook algorithm changes). Few though have nailed it (in part) as much as this post from Michael Brenner. I say in part because while the bulk of the article discusses a less is more approach to CX, the last section discusses the impact on content, which is a core component of CX.
Will you be missed?
Let’s be honest for a moment – If you stopped posting on social media, how many people would sit there and say “I can’t believe I haven’t heard from my them today”?
I’d conservatively estimate very few if any. While people will follow brands because they are a fan, customer or casual consumer, a brand will often not be part of the everyday consideration. But they are still part of some consideration, and only if they continue to deliver value.
Is hammering away with content for content’s sake the best way to deliver that? Rather than expending time and effort in creating and posting frequently on best days/times of the week to reach fans, followers, and customers, there needs to be more focus on the moments that matter and delivering to those.
Posting less allows a greater focus on quality, not only because of the time available to create, but it allows time for the biggest content question to be asked – “does this matter?”
So what “matters”?
The reality is that what matters to consumers has not changed, but the need for brands to work around the algorithms has, for many, resulted in a lack of focus on these needs.
Useful matters. Adding value matters. Telling them something they don’t know matters. Helping their next experience to be better, matters. Listening to their issues and helping solve the matters.
The key to any piece of content working in harmony with the algorithm that decides who sees it (and I should note, not just on Facebook, but content in general), will be meaningful interaction. Will it generate conversation and questions? Will people think its worthy of telling their friends about? Customer first thinking always wins.
Photo: Patrick Perkins