With Facebook’s Changes, Just Posting Jobs Is Not a Social Media Strategy
by John Zappe 上周，Facebook在其发展大会上改变了先前的决定，而这些新的变化会使那些单使用Facebook的招聘者在未来进行社交网络招聘工作过程中遇到很多问题。
The Facebook changes announced last week at the developers conference, and those in the weeks before, have major implications for the way employers use the site to brand themselves and build relationships with potential candidates and future hires. Recruiters who now use Facebook exclusively or mostly to push out jobs will become even more marginalized by the increasing emphasis the social site is placing on engagement. Those who actively invest in courting their Facebook fans, offering content of value, and real conversations, will reap even greater rewards than they do now, earning their brand a place on user s forthcoming Timelines, and the ability to broaden and measure their reach as visitors Share content with their own FB friends. One of the consequence of these and the other changes Facebook is rolling out, is that it will be harder than ever for employers to compete for attention. Even before last week s f8 conference, when the company s most profound changes in years were announced by CEO Mark Zuckerberg, routine updates such as a like or a me-too comment, and job postings, were being moved to a ticker-style activity window on the profile page. Even more is likely to appear there as Facebook s standards of what s worthy of being a top post, and thus rising to the top of a person s wall, become more stringent. (A good summary of the announced changes is available here.) In fact, the new Graph Rank will govern positioning of content in both the Timeline and ticker. Facebook didn t share any details of the algorithms Graph Rank will use in deciding worthiness, but engagement will undoubtedly play a prominent role. MediaPost, in an article today on the implications for marketers of the sweeping changes, says, One initial takeaway is that while the new features could create more opportunity for users to interact with brands and products, an increased volume and velocity of updates on Facebook could also make it harder to break through the clutter to reach consumers. Until now, the most significant Facebook metric for employment marketers was the number of Fans. Soon, the number of times an item was shared and the number of times a connection was made to a Facebook timeline will be even more important measures. That someone now Likes your post is another current measure of interest. With the changes though, you ll be able to offer them a more active engagement, so they can tell their friends they are reading your post, or applying for a job. Employers can create their own action-oriented apps to supplement Facebook s three default Lifestyle apps: reading, watching, and listening to. Analyzing the potential these changes will have for marketers, 3601, a top-ranked digital marketing agency, said: The features that Facebook announced reinforce the notion that engagement matters more than ever. Brands must continue to create and share relevant content, experiences, and applications on a regular basis. A core objective for marketers remains becoming a part of consumers personal stories in a shareable way. The meaning of these changes will take time to be fully sussed out. And user reaction to the changes already implemented the news feed and ticker, most prominently which have been mostly negative, may result in some adjustments. The broad strokes, however, are clear. Facebook is saying that engagement is what counts. Those of you, therefore, who have a Facebook page that is rarely updated, or which consists of job listings and nothing else, you re wasting your time. That s not a social media program now, and once Timeline and the other changes are pushed out to all 800 million users, you may discover that not even those few people who are your Fans remain. For everyone else, now is the time to take another look at the content you post and the breadth of your online conversations. While it looks like it s going to be a matter of trial and error to learn how Facebook s Graph Rank works, the opportunities to be a part of the activity stream and to consider what Lifestyle apps make sense need to become a part of your social media strategy. It s easy to say, of course, that the content you post needs to be useful, valuable, and interesting in order to engage your fans and others. What specifically that content should be, however, is another matter. As you think through the implications of the forthcoming Facebook changes, take a look at past content that promoted comments and reposting. Your visitors and friends and fans, by their Likes and discussion, have already pointed at what they find valuable. The marketing agency, 360i, in its report, talked about the marketing challenges posed by the changes, which it said should generate a tremendous amount of additional content on Facebook. Brands, the agency said, will have to be even more strategic, creative, and relevant to their fans to stand out. 管理新知 您可能感兴趣的文章 Why Some Recruiters Will Almost Always Be a Success 2013-01-25 英硕塑料办公室暗藏摄像头 ——2011年3月劳动争议典型案例解读 2011-04-05 【干货】年终奖：发的不是钱，是智慧 2016-12-21 最近文章 TEST 2018年01月15日 嫖娼被抓不属无故旷工，公司解雇赔4万！（法院判决） 2018年01月15日 如何判断你是否具有HRBP胜任力？
2018年01月15日 阿里为什么不去清华招人？
2018年01月15日 因利益冲突，Facebook COO和Twitter CEO退出迪士尼董事会 2018年01月15日 热门文章 嫖娼被抓不属无故旷工，公司解雇赔4万！（法院判决） 2018年01月15日 如何判断你是否具有HRBP胜任力？
2018年01月15日 阿里为什么不去清华招人？
2018年01月15日 2017年度职场出差行程调查，出差最多的居然是他们！！
2018年01月12日 员工在自己QQ空间评论HR经理吃屎，可辞退他吗？
2018年01月11日 扫一扫 加微信【已隐去】 关于沙龙 顾问委员 广告推广 隐私安全 联系我们 申请vip会员 支付方式 市场合作或广告投放 电话：【电话已隐去】 邮件：【邮箱已隐去】 在线QQ【已隐去】 VIP会员 企业VIP会员 机构VIP会员 广告刊例 商务合作 Follow HRSalon