Quality matters and if Google’s changes to its search algorithm wasn’t proof enough, Facebook’s recent changes to how it delivers content to a consumer’s newsfeed is affirmation that internet giants have made user experience a major priority in optimizing their content delivery and ad models.
On December 2nd Facebook announced changes to the way the social network would rank content as part of Facebook’s efforts in showing “content to the right people at the right time”.
So what do the changes mean for credit union marketers using the network and a Facebook page as part of their credit union social media strategy?
Simply it means two things: stop selling, start publishing.
Stop selling with your Facebook page
When’s the last time you liked a Facebook page? Do you remember why you liked it? Was it because a sales pitch was crammed down your throat about buying insurance or opening a checking account? Maybe because pictures from the company’s holiday party were posted? Likely not.
People use Facebook because they want to see what their friends and family are up to and interested in.
So if Facebook is where we go to see what friends and family are up, where do brands and commercial interests fit?
As Facebook points out, they want to deliver the right content at the right time. How does content get circulated? By friends and family. And when consumers actually do like a corporate page, compelling content (not sales material) is a top three reason why a person likes a corporate page.
Turn your credit union into a publisher
Your strategy then, needs to focus on becoming a publisher of highly shareable content that your members want to share with their friends and family. Content that reaches your members and prospective members at the right time.
So what is the right time? Just before they buy a car and need to know how to negotiate. Or going through the holiday season and trying to save some cash and even maybe some sanity. Or just after they’ve gotten married and are wondering what’s next?!
By making your credit union a publisher, you tap into your credit union’s expertise and deliver content that matters ultimately reaching people at the right time.
This pleases Facebook, your members and ultimately extends your reach turning Facebook fans who weren’t in the buying mode into Facebook fans who have been touched by your Credit Union brand and are part of your marketing funnel that when prompted with a Call To Action are more likely to convert.
What ways do you see that your credit union can become a publisher of compelling content to position your credit union at the right time and the right place online?