In this week's 'Skim: why Facebook's latest algorithm change serves as a stark reminder to advertisers that they don't hold all the power; Facebook introduces a Pinterest-esque "Sets" feature; LinkedIn upgrades messaging—and your productivity—with smart replies; why Snapchat could soon became a legitimate source of referral traffic; all about Twitter's new "transparency center"; why social commerce is coming and your brand needs to be ready; three tips to optimize YouTube videos; and much more...
Skim for this week's social network news in a nutshell!
1. The Facebook algorithm change heard around the world
The social network this week quietly rolled out a six-country test that had all non-ad Page posts taken out of the traditional News Feed and buried in Facebook's newly launched (and practically hidden) Explore tab.
As a result, many publishers' referral traffic plummeted 60-80%, and engagement on some Pages in the six-country test block (Sri Lanka, Bolivia, Slovakia, Serbia, Guatemala, and Cambodia) declined four-fold from their usual levels.
Facebook's VP of News Feed said the test won't expand further—music to most social media marketers' ears, certainly. But we think marketers should considers this latest experiment a notice that even though the social network can be an integral source of traffic and growth for brands, there's no guarantee that traffic won't all go up in flames. If Facebook decides users would rather see only friends' posts in their News Feeds, you bet the cost of reaching your fans will increase.
2. Facebook gets Pinterest-ing with new "Sets" of posts
Pinterest fans could find pleasure in Facebook's latest feature test. The social network is experimenting with what it calls "Sets," themed groups of posts that let users collect various status updates, photos, and videos, and share them as a grouped collection with everyone, or friends of their choosing.