Proponents of Word of Mouth Marketing, or WoM as the cool kids say, just received a big boost from Facebook.
If you missed it, Facebook announced that the newsfeed is changing again. This time, posts from friends and family will be given priority in the newsfeed.
“We’ve heard from our community that people are still worried about missing important updates from the friends they care about. For people with many connections this is particularly important, as there are a lot of stories for them to see each day. So we are updating News Feed over the coming weeks so that the things posted by the friends you care about are higher up in your News Feed.”
Since the news broke this morning, social media marketers around the world have been channeling the Double Rainbow Man: But what does it mean?
Here are some of our initial suggestions on how to take advantage of the changes. Many of them are basic WoM tactics:
Ask People to Share: Pretty straightforward. Ask fans to share priority posts. Just make sure not to overdo it.
Find Super Fans: Influencers have been all the rage lately, and that probably won’t change. But there’s a big incentive now to develop programs for fans or super fans or ambassadors, whatever you call them, that help your brand reach people through their personal pages.
Re-Prioritize Influencers: Influencers who consistently engage followers on Facebook should be moved to the top of your influencer list. Bonus points if they re-post on their personal pages.
More UGC: Ask, or incent, your core audience to create and share content about your brand. It means a little less control over your messaging and branding, but it’s worth it.
Make it Share-Worthy: This isn’t new, but is true now more than ever. Challenge your teams to find creative ways to capture the interest of your audience. This probably means leveraging humor and testing more creative media types.
Shift Your Spend: Most brands have already shifted away from spending ad dollars on “Page Like” programs, and now there’s even more reason to put that budget to work to ensure your content reaches the right people.
On a side note, we don’t recommend giving up on community building altogether.