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NEWS


Facebook’s Game Changer


Facebook changes the way its news feed works to encourage “more meaningful social interactions” and reduce the volume of content from “businesses, brands and media”.


A


fter years of wooing more and more companies to invest time and


effort into social media, Facebook is pulling the rug from your feet! “Branded content is crowding out the personal moments that lead us to connect more with each other,” says Facebook’s chief exec, Mark Zuckerberg.


1 Mark Zuckerberg


Mark goes on to say that Facebook has examined academic research on social media. He says it shows that when sites such as Facebook are used to connect with “people we care about”, they can improve well-being. “We can feel more connected and less lonely,” he says, “and that correlates with long-term measures of happiness and health.” In contrast, “passively reading articles or watching videos - even if they’re entertaining or informative - may not be as good”. Of course, it’s old news now, but the fall out could be a long one, with some casualties on the way. And with so many businesses reliant on social media and the steady decline of print- based media, just how are you going


6 | Tackle & Guns | February 2018


to promote your business? According to Facebook, branded content will not only be reduced - its content will be “held to the same standard” as posts from friends and family. “It should encourage meaningful interactions between people,” added Mark.


So where did it all go wrong – why change now? For Facebook to admit that there’s a problem with the way it works – something must have gone seriously wrong. And when Mark Zuckerberg


himself thinks the site will take a hit for its changes, it really does tell you these are drastic measures. “We’ve gotten feedback from our community that public content - posts from businesses, brands and hide the personal moments that lead us to connect more with each other,” says Mark. “I expect the time people spend on Facebook and some measures of engagement will go down,” he adds. It’s no coincidence that Facebook’s share price took a big hit the moment those words were uttered… Facebook’s algorithm change is changing over the next few weeks. Expect to see less of your company’s posts on people’s timelines… unless you’re paying to advertise, that is! Expect those prices to increase too…


What does it mean for fishing and shooting? There has been an explosion in the number of companies taking social media very seriously indeed – with Facebook being the dominant force. The route for shooting and fishing on social media is very different – with


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