Your Facebook users may not be seeing your station’s Facebook posts like they used to. You may have lost the ability to connect and engage with your audience like you once did. And your station’s Facebook users, the ones who opted to get information from you, the ones who are loyal to your brand, probably […]
You may have lost the ability to connect and engage with your audience like you once did.
And your station’s Facebook users, the ones who opted to get information from you, the ones who are loyal to your brand, probably don’t even realize that they’re not getting the posts they used to from your station.
Recent changes at Facebook have scaled back posts from organizations that used to be regular features on people’s Facebook feed.
In an article about the change in the New York Times, Facebook is not being coy about this. It is showing “less public content, including videos and other posts from publishers or businesses.”
Publishers and businesses means you, local TV stations.
Facebook is changing its news feed preferences to show more posts from family and friends.
“News is going to be kind of buried at the bottom,” says Larry Watzman, creative services and marketing director at WBNS, the Dispatch-owned CBS affiliate in Columbus, Ohio.
“We need to do something.”
What WBNS did was create a promo that walked Facebook users through the process of changing their setting.
“It’s actually surprisingly easy,” says Watzman, “people aren’t even going to realize they need to actually do something until it’s no longer there. You’re going to ensure that our information that you need to see every day is still in your feed, not buried way down so that you never practically see it.”
Here’s the spot. To see the entire post on that walks people through the process on WBNS’ website, click here.
Watzman posted the spot to LinkedIn, where I saw it. He says he’s been getting I’m getting a lot of emails from different TV stations asking if they could steal this idea.
“Have at it,” he says, ‘this hit us hard in the face.”
Here’s a video from the New York Times article from Facebook explaining the changes.