Facebook has more than 2bn active users per month, which makes them difficult for companies and publishers to exclude in their distribution strategies. But a lot of professional users are uncertain about Facebook's algorithms and how they reward content. Jonna Ekman's recipe is simple: create good and relevant content for your target groups.
"Our basic idea is that we and the social platforms, in this case Facebook, share the same goal: to provide as relevant content as possible for the consumers. As long as we do that, we will always be able to get the reach the content deserves," says Jonna Ekman.
While it is relevant to understand Facebook’s algorithms, distribution tactics will never be able to weigh up the effect of good content. If a talented distribution specialist can increase the effect ten times, the quality of the content can increase the effect a thousand times.
Social platforms have been criticized for being a threat to democracy, mainly because they are frequently used for distribution of fake news. But let’s not forget that social networks also empower positive movements. It’s hard to see that #metoo for instance would have had the same impact globally without the without these platforms.
“This is the democratic treasury of the global platforms. That they connect people across nations and can make a little voice heard throughout the world. The effect of such distribution is so powerful that it can launch a revolution”