4 Major changes in digital industry due to the new Facebook update

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By: Ahmed Wael A.Saber

Five month ago, Mark Zuckerberg caused a huge buzz after announcing -while answering a question during his last conference- that Facebook will launch a new update that will allow users to express more feelings than the “Like” button. Many Facebook users thought the update will feature a “Dislike” button, and that created a viral buzz all over social media channels and websites.

Yesterday, Facebook announced that it has already launched “Reactions”, a new update which allows users to express the basic six feelings of ” Like – Love – Haha – Yay – Wow – Sad – Angry”.

Well, that’s really great for you as a normal user, but if you’re in the digital industry, you’ve probably figured out that this update is a lot bigger than it seems. That’s because current Facebook algorithms calculate “Likes” as a positive factor of fans’ acceptance, but with this update, there will be six other “Reactions” and some of them will mean that the page’s fan is not satisfied with the content offered.

and this will affect the following factors:

1- Effect on Pages’ Moderation

Big brand names are used to measure fans’ satisfaction via number of likes and interact with them via comments.  Well, usually bad comments are hidden or deleted to maintain a nice image of the brand, but now you may see 20K “Anger” or “Sad” reactions on a post, and brands will not be able to delete it. This will reveal the true nature of the brand and how people feel about it,  but will also open the gate to spammers and brand haters to attack the brand’s name digitally.

2- Effect on Facebook Page Insights

Facebook page insights will have a major change too. As page engagement won’t be “likes, comments and shares” only.  It will be affected by the six additional elements as well, and your role as an admin is to identify how your page is actually doing, and how to develop that for your own favor.

3- Effect on Social media analysis tools

On the other hand, all the social media analysis tools will also have to change their algorithms, as the current ones won’t be accurate enough to measure page performance and ranking. Users will expect other revolutionary solutions to accurately determine page performance.

4- Effect on Ads management and bidding

The biggest impact this update is likely to have will be on ads management, bedding and analysis. Advertisers will need to understand and study the effect of the six different factors on ad performance, and whether they will pay to get more “Anger” and “Sad” expressions or not, and how to optimize their bedding to get the best results. This should be a main concern for agencies that are behind the digital presence of top brands. However, this will  affect the whole digital market.

This may ends up with huge businesses/Brands shuts down it’s Facebook presence due to bad customer service that will push people to react more and more negatively with the brand

The brand will then pay (for the ads) to get more negative comments!!

Update (4 month ago) : Facebook has announced: How will reactions affect the ads?

It said: 

” Facebook is testing Reactions, an extension of the Like button, designed to give people a more nuanced way to share a response to a Facebook post quickly and easily.

Here’s a list of what Reactions will mean for advertisers:

  • Metrics that include Likes in ads reports will also include Reactions. However, these won’t be broken out as individual Reactions.
  • Advertisers who want to see a breakdown of Reactions can do so in their Page insights only.
  • Reactions are treated the same as Likes for ads delivery (ex: Loves carry no extra weight than Likes in the auction).
  • In the same way that you can’t remove a Like, you can’t remove a Reaction.

If you have any other thoughts*, you’re more than welcome to leave me a comment here.
Ahmed Wael A.Saber Social – Media Account Manger @ ‪Sarmady
Facebook: https://www.facebook.com/AhmedWaelSaber
LinkedIn: https://eg.linkedin.com/in/ahmedwaelsaber
ShareShare Update: 4 Major Changes in the Digital Industry Due to Facebook's New Emotions

Social Media Influencers’ Dilemma

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By: Ahmed Wael A.Saber

Things really don’t look like the same on social media as in the real world. You don’t walk down the street showing people your personal photos, you don’t tell everybody around you that you feel relaxed or that you had a beautiful meal today, and certainly you don’t ask people to share your opinion (which may actually be copied from a different source) with each other, and then follow you to learn more.

Surprisingly, you can do all that on social media and you’ll be called an “Influencer”.

Of course not all the digital world influencers are fake; I know personally a lot of them already and I think they might agree with my point here. In our Arab world it’s easy for some people to be influencers without being worthy of it; just a little research on google (which sometimes is copy/pasted) and they come up with a large Facebook post about learning Photoshop – for example – including lots of links and bullets. The result: maybe more than 1000 shares!!

Note: Numbers can be doubled if they talk about learning English.

I’ve tested this before and got the same results (more than 1000 shares), but what I found hilarious is when I checked the number of actual clicks on the post and discovered they were only 211 clicks!

So can you imagine, 1000 shares and only 211 people actually “checked” what the actual content of the link is? And that’s not the amazing part yet. You can try this and end up followed by at least 300 followers in one night. Repeat that process and congratulations, you are considered an “Influencer “.

Well, the amazing thing about being an influencer is that most of the time everything you say will be correct, you will always seem to have a deeper point of view in any kind of topic. It doesn’t matter if it’s science, culture or even religion. I mean, you can’t argue with someone that has 120,000 followers.

I’ve tasted the power of being an influencer before and believe me, it’s TERRIFYING. Because simply: “With great power comes great responsibility.” (Benjamin Parker)

So, how do you find the real influencers that deserve to be followed?

First, when looking for information, you need to read and learn from a reliable source. Then, you may choose the influencer you think is the best in this field. But make sure you test his/her thoughts for at least one month. During this month, you will get a better view of what you’re learning so you’ll have a deeper opinion and extra knowledge to help you judge who to choose and follow as an influencer.

‪#‎SocialMediaDoneRight‬
Ahmed Wael A.Saber is a Social Media Executive at ‪#‎Sarmady‬
You can follow him on Facebook:https://www.facebook.com/AhmedWaelSaber
LinkedIn: https://eg.linkedin.com/in/ahmedwaelsaber
and check more of his writings on his blogs:
awaelsaber.wordpress.com
awaelsaber.blogspot.com