Facebook
has decided to eliminate sponsored stories from your timeline from April 9.
Well, what exactly is a Sponsored Story???
Sponsored
stories show when a user's Facebook friend interacts with a sponsored Page,
application or event. For example, if one of your Facebook friends Liked Puma's
Brand Page, and Puma chose to promote that interaction, you will see it as a
Sponsored Story within your News Feed. A story is concise description about an
action that someone or something has taken on Facebook or on the Open Graph.
When stories occur they appear in News Feed, Ticker and in Timeline. In each of
these channels, a story may appear to a user only if that user or his/her
friend is connected to the page, website or app that created the story.
Users have
the ability to manage the stories that are eligible to appear in their News
Feed by changing their News Feed settings. Users can also manage the visibility
of stories in which they are featured by changing their privacy settings.
Importance
of Sponsored Stories
News Feed
is core to the user experience at Facebook because it shows timely and relevant
stories about the people and things to which you are connected. But not all
stories that are eligible for your News Feed are shown to you. Each story
competes with the other story for relevancy.
Sponsored
Stories enables you to increase the visibility of powerful News Feed stories
that are related to your business. You can select a particular story such as
Page Likes Page Posts and Check-ins which can be featured more prominently in
the News Feed or in the column on the right hand side. For the News Feed
stories, Sponsored Stories are social and compelling. They align according to
users’ interest to share and connect them on Facebook. Same as organic stories,
Sponsored Stories create additional stories from user engagement that are also
shown in News Feed and are eligible to be sponsored.
The
response from users to sponsored stories was mostly negative, but advertisers
liked it. The change could have something to do with the legal and regulatory
scrutiny which the Facebook experienced as a result of the program. Most of the
people don't like that their activity should become an ad for everyone else to
see. Facebook announced a few other changes for targeting and for ad implementation
at the same time.
Questions
for Pages
You may
not see this often, because companies have found some other ways to engage with
their fans to gather feedback and ask questions. Facebook found this
unnecessary because companies can simply ask a question in a post or in
promoted posts, and get answers through the comments. Till now if a user
clicked on an ad to get a discount, or just for some reason, the ad got
triggered. And it appears on the Facebook page of all his/her friends, and
appears like encouraging friends to buy products.
Facebook
will introduce a new system for marketers to promote their ads. In the future when you create a Page post or
photo ad, it will automatically add social context to boost performance and
eliminate the extra step of creating sponsored stories.
Author : Iman Majeed
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