On Oct. 31 we learned that Facebook is beginning to roll out a new opt-in option for fans – one that would allow them to receive notifications each time their favorite Pages post. This helps them sidestep the algorithm that Facebook uses to serve the most relevant and engaging content to users.
This change means that despite recent tweaks to the EdgeRank algorithm, those who genuinely want to see updates from their favorite brands can opt in to be notified and get a direct link to the post. If adopted by users, this small update could be significant for marketers on the platform.
This change puts more control in consumers’ hands. They will be able to see the posts that are most relevant to them and make their overall experience on the platform better.
For brands, their most loyal and enthusiastic advocates have the opportunity to see each and every update. These brand advocates – often also the more vocal supporters – can easily click to view ALL posts from the company, boosting the likelihood that they share posts and content with their friends. The result: increased word of mouth (and potential sales) through their best customers.
The change could assist marketers in improving their Facebook efforts in a general sense. The question of fan quality versus fan quantity has been discussed at length over the last year. By giving Pages the potential to have their highest quality fans receiving notifications for each and every update means not just the possibility of content sharing, but also of feedback (read: data) about what content resonates with those genuine, engaged customers and what prompts them to share with own networks.
With the slew of changes that Facebook releases that have the potential to impact marketers, this small change gives power back to both brands and consumers. Users control their own flow of content, and brands re-establish a direct, organic connection between their most enthusiastic fans and each of their posts.