Media Brands Don’t Need to Fear the News Feed

Media professionals have certainly been reading The New York Times’ reporting on the challenges and opportunities presented by the Facebook News Feed. But there’s no need to worry – they can take the guesswork out of publishing on Facebook if they maximize their audience relationship with tools like EdgeRank Checker.

Media Brands Don’t Need to Fear the News Feed

To quote from the NYT piece:

“About 30 percent of adults in the United States get their news on Facebook, according to a study from the Pew Research Center. The fortunes of a news site, in short, can rise or fall depending on how it performs in Facebook’s News Feed.”

So, how can media companies leverage the power of the News Feed? Simple: get to know your audience’s behavior in depth.

As the debate rages about declining Organic Reach, our analysis shows that Media has a leg up in Total Interactions over the last year – and that number is trending upwards.

Social media has had a profound effect on journalism and the publishing business. It has given publishers a new window into how people consume and discuss their content.

How Media Brands Can Beat Out Clickbait

While some have decried the impact of social sharing on Media as corrosive, encouraging clickbait over investigative work, this argument falls short because it fails to consider the reader’s perspective. Simply put, because consumers have more access to more content than ever before, there has never been a better time to be a reader.

And that means that there has also never been a better time to be a publisher. Facebook plays a huge part in that.

That’s where we come in. Though the News Feed is one of the most competitive publishing spaces on the Internet, it’s far from impenetrable. With EdgeRank Checker, you can get actionable insights in real-time with Post Recommendations and the Monocle view, which tell you what to post, and when, based on your audience’s behavior and your content’s overall performance. By taking advantage of information about your audience and their reading preferences made available by Facebook, Media publishers can make their content more shareable and engaging, and win the battle for audiences’ attentions.

Mastering Audience Sentiment

Audience sentiment is incredibly important for Media brands. Since they post more often than other brand Pages, audience behavior is essential to understand. EdgeRank Checker monitors how your audience interacts with all of your content. That helps you get negative feedback under control – an absolutely key part of social publishing, because that negative feedback can hurt your Reach in the News Feed.

For the big picture, you can turn to Post Grades, which are a look at your News Feed performance based on Timing, Engagement, Impressions, Clicks, Reach, and Virality over the lifetime of the post.

These are not competitive metrics – you can benchmark your brand against competitors with Socialbakers Analytics – these are all about you. You’ll learn everything you need to know about how your audience interacts with you on Facebook and how you can improve your relationship with your audience.

Publishers don’t need to worry about how their content is performing in the News Feed – they need to take control of it. Get in touch with us to find out more.

Chief Editor @zachprague

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