By Sarah Skerik, Vice President, Content Marketing, PR Newswire
Facebook has actively been courting journalists and bloggers for years, first launching the Facebook for Journalists page in 2011 in order to position its vast social network as a source of trending and popular content. The company took their efforts a step further today, launching FB Newswire. Powered by Storyful, which describes itself as a “social media newsroom” that aggregates and vets social content for use by news media, FB Newswire is being positioned by Facebook as a resource for journalists, enabling them to incorporate newsworthy content from Facebook into the media they produce.
“Look forward to first-person photos, videos, and status updates posted publicly on Facebook from the front lines of newsworthy events around the world which have been selected and verified by Storyful’s editorial team,” — FB Newswire post.
What FB Newswire means for brands
FB Newswire is going to attempt to separate signals from noise on Facebook, and the service will undoubtedly lead to earned media placements for brands. To get there, however, content first and foremost will need generate interaction (likes and shares) and comments on Facebook – to get onto the Storyful radar screen, stories need to reach critical mass in social sharing. Content that doesn’t inspire action on Facebook won’t be surfaced by Storyful.
Keys to developing social interaction with brand content:
Understand your fans and their preferences.
Posting messages by rote on Facebook and other social network won’t serve your brand well. Chances are good there are distinct differences between your most engaged fans on Facebook and followers on LinkedIn or Twitter, and they probably have corresponding differences in preference in terms of content format and topic. Analyze the last several months of your brand’s Facebook posts, and notice what sort of content was more popular in terms of unique users and total interactions.
Build content that appeals to them
Instead of simply posting your press releases to Facebook, go to school on your Facebook Insights data, and develop unique posts highlighting the messages most likely to resonate with your FB audience. Doing this will ensure the content you post to Facebook is more aligned with your fans’ interests, and increases the likelihood that they will start a cycle of sharing and interaction that will increase the message visibility and traction on social networks.
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