Adobe Social’s Jordan Enright-Schulz On New News Feed’s Social Marketing Implications

By David Cohen 

When Facebook introduced its revamped News Feed last week, opinions began to form almost immediately on how it would affect both brands and users on the social network. Jordan Enright-Schulz, a product marketing manager for Adobe Social, offered her take on the new News Feed’s implications for social marketers in a post on the Adobe Digital Marketing Blog.

Enright-Schulz wrote:

One potential benefit for marketers is that with the more prominent following feed option, users will be able to discover more content from the brands and celebrities they follow — content that today is often hidden between stories from friends and family that users may be more likely to engage with. But whether or not most users choose to use these new feeds or stick with the more familiar default News Feed (or the new photos and music feeds, which are likely to be popular) is still unknown. This is something we’ll be monitoring in the coming months as Facebook rolls out these changes.

A potential downside could be the fragmentation of a brand’s Facebook audience, making reaching critical mass for a given message a difficult task. Making sure you reach your desired audience may now require a bit more planning and thought. One thing is clear: Robust measurement, like that offered by Adobe Social, will be critical to ensuring that marketers can understand the impact of these changes on engagement and adjust their Facebook marketing strategies accordingly.

The next big, obvious change is that stories in News Feed are bigger and more engaging. Photos, articles, maps, events, page posts, and sponsored stories will all stand out even more.

These changes are good news for most marketers, but the pressure to compete with compelling, relevant visual content is now greater than ever. The images you choose to place on Facebook will speak louder than your words, so choose carefully and make sure these images both appropriately reflect your brand and inspire and engage your fans. Take this opportunity to publish more and better photos and videos, and you are likely to reap the rewards in terms of engagement with your Facebook community.

The changes to ads are also significant. Overall, the visual space for ads has grown, and page like stories now display a cover photo, giving users more context about the brand and brands the chance to update cover photos frequently to synchronize them with paid marketing messages. Even Facebook’s original ads that don’t contain any rich media and live in the right-hand rail have grown. If Facebook is right and users show a stronger interest in active, personalized news feeds, we predict that embedded ads will likely be more relevant and generate higher return on investment for advertisers. However, the hide button will also be more prominent, giving fans an easy out when they don’t want to see your ads. The pressure is on to make sure you’re offering your fans and customers true added value.

Readers: Do you agree with what Enright-Schulz had to say about the revamped News Feed?