Update to Mashable Fans: Pawns in the impressions game – The Social Media Guide responds to fan feedback and adjusts their publishing frequency, but not their engagement.
Two weeks ago, I wrote about Mashable’s practice of phrasing all Facebook updates as questions, most likely in hopes of stimulating fan interaction and conversations, while being noticeably absent from those same conversations.
This past Wednesday, Mashable changed their content posting strategy in response to fan feedback that they were simply posting too much content. Mashable is now using their primary fan page to highlight top stories, and has set up eight additional channels for specific interest areas, such as tech, video, jobs and social media.
The language and style of Mashable’s Facebook posts has also been changing since our initial piece, as Mashable experiments with different approaches. They are still leading many updates with questions, but they are mixing it up a bit, sometimes posting headlines only, sometimes questions only, and sometimes combing both. They have also changed the structure of most questions from the simplistic “Will you watch?” to include references to key points in the article.
I have also noticed a slight increase in Mashable’s engagement in the comments attached to any one post. It is very slight, but perhaps a sign of more to come.
If you’d like to find and follow any one of those channels, visit the Mashable Facebook fan page and check out their favorite pages.
