Facebook changes affect marketing strategies

In releasing its latest format changes, Facebook introduced a hybrid feed that combines "most recent" with "top stories" feeds, creating a new prioritization system for displaying posts, Search Engine Watch reports.

Many companies were worried about how these new changes would affect their social media strategies, if at all.

A recent study from EdgeRankChecker analyzed these changes over the first two following the switch. After studying more than 3,500 pages, researchers found that post impressions were down by more than 25 percent. Comments have seen an opposite effect, increasing by more than 21 percent. Interactions were also up, with "Likes" increasing by 9 percent.

Search Engine Watch assumes that comments have increased because when a user engages with content, it becomes more visible to all of his or her friends, provoking more action. This means popular posts will become even more visible, while less engaging ones will drift into the background.

Inside Facebook notes that direct marketers may benefit from the change as they look to drive more clickthroughs to their products, but impression reductions may be a detriment to marketers who optimize for exposure rather than direct conversions.

In general, companies with Facebook pages should adapt their strategies to reflect this new information.