By: Joe Evertz
Facebook has once again taken another step into altering the advertising methodology online. Following its recent presentation of Timeline brand pages, Facebook is now implementing a marketing platform that will concentrate on acquiring new fans by increasing the quality and frequency of engagement with current fans. Facebook has changed the game and wants to move away from the strategy of simply acquiring as many fans as possible and towards a more complete overall experience for those who are already fans of the page. Future plans look to focus on forming content-oriented ads that will result in fans (consumers) writing a Sponsored Story. The storytelling approach, popularized by David Ogilvy, hopes to increase engagement from current fans in order to attract new ones.
However, this storytelling approach will require new content creation methods and media customized to Facebook. Positions to fulfill these needs do not currently exist in agencies or in-house marketing and advertising departments. The new path that Facebook has decided to take is having marketers thinking about how many clients they should manage in order to ensure a high quality presence on Facebook. It is rumored that the change in platform will have various Facebook vendors follow in order to integrate with the company’s new strategy. In fact, some organizations have started forming new positions titled “Story Planners” that will be in charge of creating posts, monitoring analytics, and amplifying posts via Sponsored Stories.
The shift in platform for Facebook will cause brands to prioritize their information presented online since the new layout will remove the left sidebar and reduce the number of tabs displayed. Facebook’s new platform will encourage brands to take on a “storytelling” format on their timeline page. As Facebook and the social media industry adapt and form new methods of communicating and engaging with consumers, the online landscape will shift from a strictly informative one to a more comprehensive experience.