Dive summary:
- Hazelnut spread Nutella has seen success using its Facebook page as a testing ground and catalyst for global strategy, rocketing from 6 million likes two years ago to more than 16.5 million likes now.
- Kellogg, Pringles and Target say they are evaluating changes to the way Facebook displays page posts to see how they want to proceed with fan interaction.
- Salesforce Marketing Cloud finds page impressions are down but interaction with posts went up 48.7%.
From the article:
"... Critical to the strategy of Ferrero’s brand pages is the recycling of user feedback into new, dialog driven content, says Luca De Fino, head of social at OgilvyOne in Italy. For the brand’s birthday, for example, the team published a video on the page thanking those commenters who had posted birthday wishes. Because type of engagement-heavy content fits well with Facebook’s changing algorithms; OgilvyOne hasn’t found major changes to participation due to the content delivery shifts. ..."
