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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?