Prédiction #1 – R.I.P. la portée organique

Facebook avait lancé en 2007 ses Pages pour entreprise. Le succès fût fulgurant.  Les marques pouvaient enfin avoir une présence « gratuite » sur la plateforme de l’heure et rejoindre des milliers de fans. La clé était de créer des contenus riches, engageants pour assurer une croissance exponentielle de votre communauté.

Puis en 2010, on a vu l’émergence de la fonctionnalité « mettre de l’avant » les publications de Pages. Il s’agissait alors de donner un coup de pouce à nos publications. À partir de 2012, on a constaté un net déclin dans la portée organique des publications de Pages année après année. La portée moyenne est en effet passée de 16% en 2012 à moins de 2% en 2017.

Facebook teste présentement dans six pays une nouvelle fonctionnalité qui mettrait toutes les publications de Pages dans un nouvel onglet séparé de votre fil de nouvelles. Seules les publications de votre réseau d’amis, ainsi que les publications de Pages « sponsorisées » apparaîtraient dorénavant dans votre fil principal.

En 2018, nous prédisons le début de la fin de la portée organique des publications sur Facebook.

COMMUNICATIONS NEWS AND TIPS FROM THIS WEEK

What are the best practices for corporate Facebook posts? What are the most relevant PR writing styles? What is conscious consumerism? Read on to learn more with our weekly PR and communications stories of the week.

Facebook Engagement:

Tech evangelist Robert Scoble is known for his blog Scobleizer; this week he posted Facebook dos and don’ts that provide great insights for social-media marketers, as well as can be helpful for those who have company Facebook pages and work on clients pages. We’ve provided a few examples of some of his tips, but you can read the rest in more detail in the article link below.

  • Share three posts from someone else about stuff you are interested in.
  • Make sure you like, comment and share other people’s items.
  • Mostly post using Facebook’s native tools/apps/website.

Robert Scoble’s 22 Tips for Better Facebook Engagement” (Adweek)

Content:

The PR world is constantly changing, especially in today’s society. There are new tools and tactics on how to change approaches and creating content. Lisa Arledge Powell, president of MediaSource, a public relations firm that specializes in brand journalism provides today’s three most relevant PR writing styles and why we love them.

Each are provided below, but discussed in more detail in the article link.

    1. News/brand journalism style
    2. Lifestyle writing, such as listicles, quizzes and other non-traditional copy
    3. Expert blogs written in first person

3 kinds of written content every PR pro should create” (PR Daily)

Conscious Consumerism:

According to Diane Ridgway-Cross, EVP and managing director of MarketELLE, there is a disconnect between women’s values and their buying behaviour – and that needs to change. Ridgway-Cross spoke to this point at a sold-out TEDx Montreal Women conference on May 30. She stressed that consumers and companies need to be more responsible, and that marketers have an important role to play in affecting change.

Today conscious consumerism is important because there are so many things we have to change in this world like global warming, animal welfare, women’s right issues, etc. We need to reward the consumers who are doing the right thing and hold accountable those who aren’t.

To read more on how we can meaningfully change the way we shop, read the article link below.

The rise of the conscious consumer (Q&A)” (Marketing Magazine)

Thought of the week:

Time