Since implementing Facebook Pages in 2007, Facebook users have been able to “like” pages to build relationships and show loyalty to their favorite companies, brands, and public figures. According to Facebook, users have access to over 37 million pages. But for a while, my eccentric variety of interests were cluttering my News Feed.
With the recent launch of Facebook Interest Lists, neat-freaks like me can organize their Facebook interests so that the posts from their “liked” pages are sorted into categories. Facebook said in its official announcement that Interest Lists “turn Facebook into your own personalized newspaper, with special sections—or feeds—for topics that matter to you.” You can use this feature to create public and private lists for yourself and others. Likewise, you can subscribe to Lists that other users have created, making it easier than ever to discover new content.
Early adopters have mixed reviews, so it will be interesting to see how these lists shape social media marketing strategies. Here are three ways PR and marketing pros can use Interest Lists in digital marketing:
Easily access staff lists and interest picks
Interest lists have gained popularity since their launch in early March 2012. Mashable CEO Peter Cashmore’s Interest List, titled “ Innovative Brands”, includes companies like Airbnb, Square, Virgin America and Uber. In addition to this, staff members can create staff directories for journalists and brand pages. Adam Schefter of ESPN posted a quick way to view ESPN Channels, Shows and Personalities in his Interest List, which includes ESPN Fantasy Sports, Shelley Smith and 89 other ESPN-affiliated pages.
Shift in metrics to focus on good content
Facebook Interest lists are a cool way to broaden your consumer reach effortlessly, by increasing your EdgeRank (Facebook’s ranking algorithm that chooses which stories show up on your News Feed). Brands with interesting content and high levels of social engagement will build exposure without any cost to the company by popping up most within the Influence List. The key here is generating interesting content that inspires users to add your brand to their daily reading list. Provide some innovative and creative pieces and you’re well on your way to getting added to my Interest List.
Elevate your Brand with Interest Lists
By adding your brand to a list of other top-notch companies, you can show consumers that your brand belongs with the cream of the crop in your industry. Who knows? Maybe you’re a new chef, and you suddenly see yourself on a list with Martha Stewart, Bobby Flay, and Rick Bayless; now that’s taking brand elevation to new heights!