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Twitter Chat: Facebook’s Latest Changes - What It Means For Your Brand - Transcript & Summary

Twitter Chat: Facebook’s Latest Changes - What It Means For Your Brand - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 6th March 2018.

Madalyn Sklar hosted a Twitter Chat with Leslie McDermid around the topic of “Facebook’s Latest Changes – What It Means For Your Brand”.

Details of our next Twitter Chat:

Topic: TBA
Guest: Pending
Date & Time: Tuesday, 13th March 2018, 5.00pm EST
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Leslie McDermid.

From the CEO Questions:

  1. How does ManageFlitter use Facebook?

Guest Questions:

  1. What are the latest Facebook newsfeed changes and how will they affect business pages?
  2. What do you think motivated Facebook to make these changes?
  3. Newsfeed changes have already started rolling out. What differences have you noticed on your Facebook business page?
  4. How can brands and small businesses on Facebook best manage these changes?
  5. What other Facebook features can brands use to encourage authentic engagement?
  6. What changes have Facebook recently made to their product from a user interface perspective? How do you feel about these changes?
  7. Where do you see Facebook in 5 years time?

From the CEO Questions:

Q for @Ke_Ga): How does ManageFlitter use Facebook? #SocialROI pic.twitter.com/vwifmMhhpK
— ManageFlitter (@ManageFlitter) March 6, 2018

CEO Answers

A1) ManageFlitter has a presence on Facebook but we have never dedicated the time and effort to work out how we can best serve our fans on Facebook.
No doubt lots of opportunity left for us to explore. #SocialROI https://t.co/12EOCBqc4K
— Kevin Garber (@Ke_Ga) March 6, 2018

A2) We post links to new ManageFlitter Blog posts on our Facebook page and respond to anyone who contacts us direct on Facebook. #SocialROI https://t.co/12EOCBqc4K
— Kevin Garber (@Ke_Ga) March 6, 2018

A3) We have also been experimenting with Facebook Live –
eg with our post #SocialROI chats https://t.co/N9ux2mglUU
and our live @MonkeyPodcast recordings https://t.co/z4ZwWgucdW #SocialROI https://t.co/12EOCBqc4K
— Kevin Garber (@Ke_Ga) March 6, 2018

A4) Not directly related to Facebook but we also post regularly to our Instagram account https://t.co/AI2pfuC4tZ
You can link your Instagram account to your FB account for advertising purposes. #SocialROI https://t.co/12EOCBqc4K
— Kevin Garber (@Ke_Ga) March 6, 2018

A5) We are following these Facebook changes with interest and as always, wanting to provide the right content to our users and prospects at the right time on the platforms where they spend time. #SocialROI . https://t.co/12EOCBqc4K
— Kevin Garber (@Ke_Ga) March 6, 2018

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Guest Questions:

Q1: What are the latest Facebook newsfeed changes and how will they affect business pages? #SocialROI pic.twitter.com/jBncDGshbl
— ManageFlitter (@ManageFlitter) March 6, 2018

Guest Answers

A1: Facebook is prioritizing content from friends, family, groups, and local media, and deprioritizing public content like posts from businesses, brands, and media. They are focused on their users having more meaningful social interactions. #SocialROI
— Leslie McDermid (@lesliemcdermid) March 6, 2018

Other Answers

A1. The FB changes focus on the prominence of “meaningful interactions,” – essentially going back to prioritizing social connections rather than brands. The rise of communities and groups will be more important than ever! #socialroi https://t.co/Er3DAB35am
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) March 6, 2018

A1b. In addition, FB has featured new options for groups for boosted posts and more metrics / features for groups, which again signals a chance for brands to note. #socialroi
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) March 6, 2018

A1. FB is putting more emphasis now on relationships and engagement along with quality posts rather than just pushing out your message. I like this move for sure. Helped me change things up a bit on my end #SocialROI
— Chris McManamy #MDMC18 (@ChrisMcManamy) March 6, 2018

A1: they dubbed it as a “nail in the coffin” for organic reach. Business pages are going to have to rely on the pay-to-play model to stay in front of their target audience. #socialroi
— Maria Marchewka (@_MariaMarchewka) March 6, 2018

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Q2: What do you think motivated Facebook to make these changes? #SocialROI pic.twitter.com/Yd7kZFqYtI
— ManageFlitter (@ManageFlitter) March 6, 2018

Guest Answers

A2: Facebook’s focus is enhancing personal connections with family and friends and wants to make sure that time spent on Facebook is time well spent, not passive scrolling. #SocialROI
— Leslie McDermid (@lesliemcdermid) March 6, 2018

Other Answers

A2: My thoughts are too many ads, and people feel/felt like they weren’t having any meaningful interactions anymore. #socialroi
— Vicky Warren – Social Media Strategy Coach (@VickyWriting) March 6, 2018

A2 too much branded content and possibly an attempt to make up for fake news and negative PR by focusing on meaningful interactions #socialROI
— Tereza Litsa (@terezalitsa) March 6, 2018

A2. Facebook reached a saturation peak and usage was very distorted. This new approach is a like fresh renovation to go back to the original reason of Facebook: real interactions (being social). #socialroi
— Angie Perez B (@Angie9z) March 6, 2018

A2) Nowadays people are sharing their lives privately, not publicly.
This is problematic for Facebook’s model.
Facebook think that by favouring posts from personal profiles in the newsfeed the pendulum may swing back. #SocialROI
— Kate Frappell (@katefrappell) March 6, 2018

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Q3: Newsfeed changes have already started rolling out. What differences have you noticed on your Facebook business page? #SocialROI pic.twitter.com/UTLrRWhpgy
— ManageFlitter (@ManageFlitter) March 6, 2018

Guest Answers

A3: My page, along with others that I manage, are all local small business pages and I haven’t noticed a huge change. Posts with a personal touch get more engagement. Facebook is showing analytics directly on videos which is helpful. #SocialROI
— Leslie McDermid (@lesliemcdermid) March 6, 2018

Other Answers

A3 Organic reach has started dropping. Not a huge drop when there’s an engaged audience, but still a drop. It’s like FB clearly wants you to ‘pay to play’. #SocialROI
— Tereza Litsa (@terezalitsa) March 6, 2018

A3: I started noticing a slight decrease in post reach – but engagement rate seems to remain stable – which is a good sign! #socialroi
— Sara Dal Lago (@saradallago) March 6, 2018

A3. I noticed on my personal pages that my newsfeed fills with personal posts and informational rather than purely promotional but I noticed that some retailers have become very chatty #SocialRoi pic.twitter.com/45TWddI1bR
— Dr. Dorrie Cooper (@sittingpretty61) March 6, 2018

A3.
– On my personal FB page, when i share personal updates & ask meaningful Qs, the engagement is crazy
– When i promote my content, engagement is close to zero. #socialroi
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) March 6, 2018

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Q4: How can brands and small businesses on Facebook best manage these changes? #SocialROI pic.twitter.com/EEUyvFDcv9
— ManageFlitter (@ManageFlitter) March 6, 2018

Guest Answers

A4: Focus on posting meaningful content that encourages interaction with your audience. Ask questions, post things that matter to your audience. Get creative with your posts and include contests, fun/interesting/educational posts. #SocialROI
— Leslie McDermid (@lesliemcdermid) March 6, 2018

Other Answers

A4 Focus on your audience and create engaging content. Keep in mind that organic and paid reach should go hand in hand. #SocialROI
— Digital Uncut (@digitaluncut) March 6, 2018

A4: By focusing on quality rather than quantity, encouraging conversations among users + prioritizing video & live content #socialroi
— Sara Dal Lago (@saradallago) March 6, 2018

A4. They need to focus on what we are focusing on now. Conversational FB. Also check analytics too but not focus solely on that. Listen to your customers and clients and make sure they are listening too. It’s a two way street. #socialroi
— Chris McManamy #MDMC18 (@ChrisMcManamy) March 6, 2018

A4.
– Be more human
– Add personalities to your post, content, & storytelling
– Be vulnerable, transparent, and authentic#socialroi
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) March 6, 2018

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Q5: What other Facebook features can brands use to encourage authentic engagement? #SocialROI pic.twitter.com/W30pPRc56J
— ManageFlitter (@ManageFlitter) March 6, 2018

Guest Answers

A5: Using an integrated strategy that includes Facebook as well as other outlets. Ie. Using Instagram Stories to guide your audience to an important Facebook post. Letting your e-newsletter list know why they should get your Facebook notifications, etc. #SocialROI
— Leslie McDermid (@lesliemcdermid) March 6, 2018

Other Answers

A5) We’ve found that using polls, livestreams, and non traditional posts (something more than a link with an image) perform really well. Additionally using targeted ads are #socialroi
— Aidan Lukomnik (@Alukomnik) March 6, 2018

A5 It’s all about Groups right now on Facebook. And a good paid strategy to maintain your relevance. #SocialROI
— Tereza Litsa (@terezalitsa) March 6, 2018

A5 definitely Facebook live and uploading videos natively on the play form. If you have a YouTube video and want to expand your community choose to upload it natively to your Facebook. Some worry that it would distract but really it grows your brand #SocialROI
— Shiloh Morrison (@ShilohfrmAlaska) March 7, 2018

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Q6: What changes have Facebook recently made to their product from a user interface perspective? How do you feel about these changes? #SocialROI pic.twitter.com/RGn7Iq3Wgd
— ManageFlitter (@ManageFlitter) March 6, 2018

Guest Answers

A6: Facebook wants people to use and watch Stories. They switched from their trending topics at the top on desktop to feature Stories. They want you to storytell and use these quick videos to interact and share meaningful moments. #SocialROI
— Leslie McDermid (@lesliemcdermid) March 6, 2018

Other Answers

A6 Facebook wants us to focus on
– Engagement
– Live streaming
– Video content
– Stories #SocialROI
— Digital Uncut (@digitaluncut) March 6, 2018

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Q7: Where do you see Facebook in 5 years time? #SocialROI pic.twitter.com/og9Lw5Nft7
— ManageFlitter (@ManageFlitter) March 6, 2018

Guest Answers

A7: The more popular Instagram gets the more I see Facebook as the # 2 platform. But Facebook is innovative so they will likely prove me wrong 😉 Facebook is already the go-to place for news and with their mission to cut down on fake news, they may just be that- news #SocialROI
— Leslie McDermid (@lesliemcdermid) March 6, 2018

Other Answers

A7.
– Pay to play. Will be more and more expensive to use.
– Emerge into a platform like Netflix where people can subscribe to channels to watch personalized content #socialroi
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) March 6, 2018

A7.
– In five years, i also believe that VR, AR, MR will play a more and more important role in how we consume & produce content #socialroi
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) March 6, 2018

A7 – I don’t think it will be the top platform. They have lost a lot of trust with the recent changes and the decline has started. Not sure how they will claw it back. #SocialROI
— Louise Upchurch (@Loulou_Uberkirk) March 6, 2018

A7) I think Facebook will need to better categorise it’s features in order to survive.
Similar to what @Vero are doing with Private>Followers >Acquaintances >Close Friends – FB will need to understand what people like sharing publicly vs. privately.#SocialROI
— Kate Frappell (@katefrappell) March 6, 2018

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 13th March 2018, 5.00pm EST.

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