Facebook clicks get real
Facebook made two changes this week, affecting opposite ends of their business model. The common denominator between the two is that they both seem to further devalue the once mighty “Like”.
On Wednesday they announced that their PPC advertisers could elect to stop paying for Likes and Shares, with charges applying only to clicks that drive traffic to a website, an app or Facebook's “Buy Now” button. Marketing Land provided details on how the changes will be implemented and Ad Age ran down the implications for advertisers, which aren't as simple as they seem at first glance. Facebook has obviously done the math and feels that the increased competition for real clickers will generate revenue that allows them to essentially give away Likes and Shares. Despite the changes, Facebook's social currency is still a factor for marketers. Social Media Today provided the updated rationales of why content still needs to be liked and shared.
Then, yesterday, Facebook added a human touch to its News Feed algorithm when it announced that users would be able to specify the connections that they want to have priority. There is also a new feature that facilitates brand Page discovery. HubSpot looked at the implications for marketers, where quality, once again, is triumphing over quantity.