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Facebooks quarterback sneak, the hidden update.

Over the last few weeks, Facebook has been buzzing as it rolls out new features and updates. Some are aimed at creating a better experience for users, like the updated look of the timeline, while others, such as the identification of which administrator posted on a page are useful for page owners.

 

I rather enjoy the look of the new timeline. The larger images and grouping of similar items side-by-side do improve the experience from my perspective.

 

Facebook has also rolled out a number of updates to how their ads work, too. Thus far, they’ve changed the hierarchy of the campaign structures and have announced the sunset of “sponsored stories” from the site.

Unfortunately, with all of these changes, Facebook neglected to inform page managers that automatic promotion of the most recent post is no longer available. Previously, when you created an ad, you’d have the option to have the latest post be the one that is promoted.

 

Marketers like myself that have a number of ongoing campaigns across multiple pages have coveted this feature. The change means that with each new post, we’ll be required to manually create an ad for every story that’s posted if you want it to be promoted on the site.

 

Why would Facebook make this change, you ask? The official word is to ensure that marketers are “only boosting their most important content.” But from a marketing perspective, it certainly looks as if Facebook is trying to limit the number of stories a page hopes to get exposure for.

 

This change leads to a very important question every marketer and company involved in Facebook promotion must answer for themselves – “How will this affect your tactics and strategies of the management of your Facebook ads?”

 

Have you begun to think of how this will impact your strategy or of the one being employed by a vendor? And will you continue as you have in the past without taking this change into account? 

Views: 139

Tags: Ads, Editor, Facebook, Manager, Marketing, Media, Power, Social

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Comment by Erika Kay Simms on March 24, 2014 at 8:33am

Tom - have you been marked as a delinquent account?  

Comment by Big Tom LaPointe on March 23, 2014 at 1:43pm
FBI seems to be morphing too fast to remember who pays their bills...
Comment by Alexander Lau on March 21, 2014 at 2:03pm

Hi Erika, agreed. I still don't know how to react, this is the second time in ohhh 1.5 years they have done this. I think it might be smarter, more modular interface. They have a ton of money, hire some UX experts. :-)

Comment by Erika Kay Simms on March 21, 2014 at 2:01pm

Alexander, I don't know if you were lucky to test it or unlucky to have to deal with it.

Comment by Alexander Lau on March 21, 2014 at 1:36pm

o_O

he he... ;-)

Comment by Louie Baur on March 21, 2014 at 1:35pm

Alexander - I don't think facebook wants to hear about your good ideas. They make to much sense LOL!

Comment by Alexander Lau on March 21, 2014 at 11:56am

This has been out for a week. My uber usage of FB allowed me to beta test it. It screws you up in that previously created images are now elongated, in some instances. Hey Facebook, ever hear of a Bootstrap CSS class called "img-responsive" - it re-scales the image and applies a filter to prevent pixelization.

DUHHHHHHHHH!?!?

 

Comment by Brittany Epps on March 21, 2014 at 11:32am

I can see how this can be frustrating for page managers. Usually changes are made to make things easier and more convenient, not harder and a longer process.

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