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Facebook Paper 在美國上架, 耳目一新的瀏覽Facebook方法讓不少用戶讚好, 不過真正革新的不單是介面, 其實Facebook Paper 一改Facebook Newsfeed按時間順序(加上EdgeRank)瀏覽內容的邏輯, 改成按主題看故事 (Story)。所以品牌在策劃推廣時, 除了關心如何買Ad配合, 更應策劃”如何”, “何時”帶出”甚麼”的主題故事, 這將會在Facebook顯得更重要, 其實這在Facebook之前推熱門主題 (Trending Topic)其實已經埋下伏線。
當然, 暫時無廣告的Facebook Paper將來都會有新廣告格式。但更可見的是Facebook Paper Advertorial日子即將來臨。在Facebook Page 觸及率(Reach) 由12-16% 跌至新低逼買廣告之時, 品牌也該重新檢視社交媒體的內容及推廣策略, 每星期Hea寫兩三個Post交功課式的內容, 真有助市場推廣嗎?
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