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The Black Art of Writing Facebook Updates

Published on May 4, 2010
by Geoffrey A. Fowler

A Web 2.0 Expo panel on how corporate brands use Facebook shared a social media dirty secret: a company might have a spectacular fan page on the site–but its thousands of self-identified “fans” probably don’t visit that page there very often.

“Instead of wanting a fancy fan page, you want a fancy newsfeed,” said Jeff Widman, the CEO of BrandGlue, a company that helps companies manage their social media. The newsfeed is the basic home screen where Facebook shares status updates from friends and fan pages.

But the problem is that not all of a brand’s updates automatically get passed along to fans. Facebook filters which ones show up, based on a formula that it doesn’t disclose. It’s designed to keep spam and other boring posts out of users’ feeds.

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