There is one thing that is consistent with Facebook; it is constantly changing. And they just recently announced some improvements to News Feed to help people find the posts and links from publishers that are most interesting and relevant, and to continue to weed out stories that people frequently tell are spammy and that they don’t want to see.
Out with Click-Bating Headlines
Facebook is really getting down on Click-Bating. People prefer headlines that adds value, and that help them decide if they want to read the full article.
This is a welcomed change from Facebook. For Hotels this is awesome news. Hotels should share content with focus on stories that add value to the customer experience in their Facebook Fan Page newsfeed.
“Click-baiting” is when a publisher posts a link with a headline that encourages people to click to see more, without telling them much information about what they will see.
Facebook, instead, wants Hotels to use the link post option more, providing more info to customers or guests: a large image, the headline, the website, and an excerpt from the page.
Link Posts is getting more Reach
Link posts (with the preview intact to post) will get MORE priority over status updates or photo posts that contain links! Because photos performed the best in the news feed, standard practice on Facebook has been to post links within photo captions. This practice will now be punished by Facebook.
The key here will be for Hotels to start using more link posts.
Since links now will become the preferred format for your Hotels Facebook posting you need to rethink how you use images in your news feed. Not only will content headline be more important, but how you combine images and headline.
Keeping customer or guests attention longer with Facebook
Facebook wants Hotels to provide content that is going to keep the attention of customers or guests longer. If people tend to spend more time reading your Hotels information on Facebook this content will get higher priority in the Facebook News Feed.
This is really a crucial switch to pay attention too. We know when customers spend more time on Hotel website they are more likely to take the preferred action.
Four Seasons #bestofcity is the type of information that will add more value to the customer experience.
Facebook adds more value to the Community
One big switch with Facebook coming down on click-bating is that links with just clicks alone will not count. What will add value is shares and comments.
As you can see here it all is tied in together.
a. Build a Community
b. Provide sticky content
c. Reward your Community
d. Enjoy the benefit of a Loyal Community
The key for your Hotel will be to create a system where your Content stick with your Facebook audience.