For some time now Facebook has been dealing with complaints from users about the increasingly de-personalised tone of its content. From its beginnings where users’ newsfeeds were generated mainly by family and friends, recent years have seen an increase in content from companies, such as adverts and targeted marketing. In response, Facebook CEO Mark Zuckerberg has announced that Facebook will be returning to its original business model, and focusing on personal rather than public content.
But what does this mean for charities? According to Ross McCulloch, founder of Third Sector Lab, the changes mean charities will have to become “better than ever” at creating relevant, streamlined content, if they are to maintain their place in the newsfeeds of their local communities. Charities have come to utilize social media as a key way of communicating with audiences such as volunteers and potential donors, however as with every challenge this could present a great opportunity for the sector to streamline their social media content. Ross suggests making use of Insights the Facebook analytics tool to see what is working (and what isn’t) for your audience, in order to communicate more meaningfully, “becoming an invaluable resource for your users”.
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