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Facebook Changes Puts New Emphasis on Original Content

Facebook Changes Puts New Emphasis on Original Content

Facebook’s latest announced series of changes means it’s more important than ever for small business owners to create and share their own engaging content rather than relying on content other people have already shared. Pages that rely too much on third-party content will be ‘de-emphasized’, meaning you’ll be reaching fewer people.

The question becomes how much third-party content is ‘too much’? Additionally, it appears that not all third-party content is equally problematic. Facebook’s latest changes appear to be targeted at content that is extremely popular. It’s counterintuitive at best: if too many people like this content, Facebook’s message seems to be, we certainly don’t want you to share it!

Social Media Marketing: Determining the Right Content Mix

Remembering that the goal of social media marketing is to build relationships with your customers as well as to promote your brand’s identity influences the type of content you create and share. Exclusively sharing third-party content isn’t a very successful way to strengthen your company’s relationship with your customers. You need to give them material that lets them know who you are and what you’re about.

To that end, your content mix needs to include a certain percentage of images related to your business. These can be pictures of your products, your staff, your location, even your logo! Ideally, at least half of the content you share via social media should be original; the most recent Facebook changes may shift that target percentage closer to two-thirds.

When sharing third-party content, it’s essential to select it with the new Facebook considerations in mind. If 250,000 people have already shared an image, is it really necessary for your company to do so? There may be content that is equally as compelling yet relatively undiscovered that would serve your marketing purposes as well. This does mean that content identification may take a little longer, but Facebook has consistently proven that their priorities are not necessarily the same as the small business owners!

Do you need help finding, creating and sharing the best possible content on social media? Give us a call. Our social media management service will help you connect effectively with your customers using all the recent best practices.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office