A lot of industry attention has been directed at the recent Facebook shift to reach and frequency and the relevance of engagement on social platforms. The key areas of emphasis from Facebook is so much content is being generated that it is not possible to consume 15,000 potential stories so Facebook's edge rank algorithm allows for ~300 to show in the news feed. The impact for brands was to rethink their owned & paid strategy approach on the platform.
The shift impacted the ability for brands to create reach through engagement on Facebook which had been a viable strategy. There are still ways for brands to maximize organic content distribution and create reach through engagement socially. I have written previously on the benefits of Tumblr for organic content distribution and extending the shelf life of content. Today, I am focusing on the potential to create reach through engagement with Instagram but with a caveat that this may only be for a limited amount of time.
Recently, Forrester studied more than 3 million user interactions with more than 2,500 brand posts on seven social networks. The key takeaway was the fact that Instagram blew the other platforms away when it came to organic... Read more
With the recent rollout of Facebook’s new mobile news reader app Paper we see the next step in their single purpose app strategy. This post does dive into what Paper is, but more importantly, it focuses how brands can potentially capitalize on Paper now, and into the future.
The launch of Paper is directly targeting Google News, Flipboard, Twitter and other more visually centric news services. The key differentiator for Facebook is by integrating core functionality (engage and post across the Facebook ecosystem, native functionality like messages and notifications) combined with a highly visual curated user experience, it goes beyond the simple utility of consuming news into an engaging experience built on top of Facebook's social graph.
Here is a brief video overview of the app
Having talked to numerous Facebook representatives it appears that there is NOT YET an opportunity for brands to create a unique experience or impact the curated content in categories… the key word is yet. The following section is speculative based on potential directions Facebook may take the Paper application to create value for brands and potentially monetize the platform.
WHAT ARE THE POTENTIAL BRAND OPPORTUNITIES WITH PAPER?
Having worked closely with Facebook over the years I am projecting that... Read more