Each year, media are fascinated by the goals that Mark Zuckerberg sets himself. From learning Chinese to meeting more ‘regular’ Americans to building his own personal A.I Assistant, they have provided some interesting insights into a profoundly odd individual. This year, however, Mark’s goal is to ‘fix’ Facebook and we now have some insight into how that is going to play out.
According to Zuckerberg, his goals are as follows:
Today feels a lot like that first year. The world feels anxious and divided, and Facebook has a lot of work to do — whether it’s protecting our community from abuse and hate, defending against interference by nation states, or making sure that time spent on Facebook is time well spent.
My personal challenge for 2018 is to focus on fixing these important issues. We won’t prevent all mistakes or abuse, but we currently make too many errors enforcing our policies and preventing misuse of our tools. If we’re successful this year then we’ll end 2018 on a much better trajectory.
So what is he going to do to fix it? He is going to prioritize content from family and friends over businesses and media publishers.
As we make these updates, Pages may see their reach, video watch time and referral traffic decrease. The impact will vary from Page to Page, driven by factors including the type of content they produce and how people interact with it. Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.
Now, obviously, this is going to have a significant effect on us as digital marketers. It will mean that we have to (even more so than previously) focus on highly engaging content. We need to focus on video content and keep it relevant and engaging (without forcing engagement).
Not an easy task in such a crowded environment.