Wednesday, March 20, 2013

Facebook's latest redesign: Will it be better for brands?

True to Mark Zuckerberg’s entry in 2006 about how Facebook listened to feedback from its users and contributors, the company’s decision to revamp its news feed seems to be fueled by user complaints of boredom on the site and by pressure from advertisers that want more value for their money.

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The social networking site has gone far from being “brand new and still evolving” to something that is almost ubiquitous to people in the modern age. As the site attempts to change the way people find information on the Internet, it seems inevitable for its users to ask for more.

Previously, it launched its Graph Search feature, which allows people to “find more of what they’re looking for through their friends and connections.” The news feed redesign move, meanwhile, is aimed at making the site akin to “the best personalized newspaper in the world.”

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The customizable feed now allows users to see only the types of content that they want to see. They can focus on video feeds, music feeds, or photo feeds and expect to get the type of content that they favor from their friends. Meanwhile, advertisers can be happier with the following feed, which is dedicated to the posts of brands and people users are following, arranged chronologically. Facebook maintains that through this feed, people won’t be missing any posts now.

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With these changes, the social networking site has effectively responded to advertiser complaints that people aren’t seeing their important posts enough. In time when competitors are at the heels of Facebook, perhaps the change is enough to prevent advertisers from seeking another platform.

John Bohan is an Internet advertising expert who specializes in social marketing solutions. Find more material on effective social media use on

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