Story Time on Facebook
Facebook’s New Marketing Platform: Big Changes for Users
Today, Facebook introduced its new offering called Facebook Premium to advertisers at its Facebook Marketing Conference. They added Sponsored Stories to Brand Pages. Facebook wants advertisers to engage with fans, to tell their brand story.
Up to now, we had to “like” a brand to get exposure to each promotion. Not very engaging, except to promotion enthusiasts. This feature has kept my Facebook News Feed remarkably free of ads.
Facebook Premium inserts brand stories on the News Feeds of fans of a brand, next to news from their family and friends. You say you are a fan of Target stores? You get Target stories between news tidbits from your college buddies.
Bedtime Stories from Mountain Dew
Storytelling was a hot topic in social marketing circles this past year, but we didn’t see much of it. Now, I fear a festival of brand storytelling is about the begin. I wonder to what depths brand marketers will sink to engage me with their story.
Don’t get me wrong, I love a good story. Moby Dick knocked me out. But what kind of stories will I hear from Mountain Dew?
My last post, “Mission-Driven Social Media” praised the Mayo Clinic for using its founding mission as inspiration for its social media strategy. The CEO told a great story about how the Mayo brothers reinvented medicine in a way to build a network of care around the patient. This became group medical practice. They shared this new idea by travelling the world to tell how it worked. You can’t tell a more authentic brand story.
The question is, how many authentic-feeling brand stories can marketers conjure up? According to one report on The Next Web, “Facebook’s vision for marketers is that brands will be able to interact with customers in ways just as rich and dynamic as family and friends.” Maybe some fans will come to like their brands more than family and friends.
I read a post in Forbes today from Jamie Tedford. He’s CEO and founder of social media agency Brand Networks. He says, “All brands have a story.” His agency banished the word “posts” from their lexicon and replaced it with “stories”. They reorganized account teams around Story Planners. They use analytics to figure out which stories resonate.
Sounds like a plan. I’m sure it will work…for a while and for some brands. If things go as usual in agency-land, this will get overdone. Like tourists on a whale watch, everyone will rush to one side of the boat. Brand managers – don’t trial and error this to death. Your fans are your best customers. This has the potential to wear on the user and create blow back.
Oh and one more thing. Facebook also announced that once users log off the site, ads and promos will flood the page before it closes – on desktop, mobile and tablet. Wake me when it’s over.
- Facebook Reveals Mobile News Feed Ads and Massive Logout Page Ads (techcrunch.com)
- Facebook Marketing: Why News Feed Still Trumps Timeline Pages (mashable.com)
- Tell Your Brand’s Story on Facebook Timeline (socialmediatoday.com)
- Facebook Introduces Ads That Appear When You Log Out (mashable.com)
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