With EdgeRank changes, promoted posts becomes a key tool.

As Facebook is ever changing, so are my blog posts about the platform. I recently questioned the importance of Facebook advertising wondering whether or not it was still a worthwhile endeavor for marketing efforts.

However with the new changes to Facebook's EdgeRank, I think the use of Facebook advertising is on its way to becoming a very useful, if not necessary, tool for marketers to reach their target audience.

That being said, advertising your page just to get more "likes" may not be as beneficial as putting your advertising efforts entirely into promoted posts.

Screen shot 2013-03-24 at 4.28.31 PM
Screen shot 2013-03-24 at 4.28.31 PM

Promoted posts, especially for people who don't have heavy photo and video content to share, could become useful in reaching target markets.

I have to give credit to the now public company which received so much criticism for having poor stock market rankings in the first 6 months of being in the market. They've seemed to really up the ante and are starting to create a business model that will produce some serious profits for the company.

The new changes highlight photos and videos in news feeds making use of images for your Facebook marketing strategy that much more important.

For many companies, especially ones with a larger following and/or less visual content, the use of promoted posts may become a necessary tool for getting your content out there and reaching your social media marketing goals.

That being said, I feel as though the new EdgeRank changes are tweaking the way the game is played slightly, but more so just enforcing those best Facebook practices for businesses and making it more necessary for your company to follow them. The bottom line? Create:

  • Posts that target your followers.  Make sure the followers you do acquire on the platform are ones that will engage with your brand or product. It's no longer a strictly numbers game in terms of followers. More engagement will ultimately help your posts therefore it's better to have 100 followers who always will "like," "share" and/or "comment" vs 1,000 un-engaged followers.
  • Enticing content. Post engaging photos, videos and content. Facebook is not a place to blatantly sell your product. Nor is it a corporate environment.  Loosen your collar, let your hair down, be a real person. Never stop thinking to yourself, "Would I like to read this/see this while I'm on Facebook?"

To sum: find your niche community and offer that community compelling media and messaging and, remember, you can't be everything to everyone.