How Brands Can Survive Facebook’s New “Easy Unfollow” Tool

Read original story on: AdAge

Facebook quietly introduced a new tool last Friday that helps users manage the contents showing up on their newsfeed. Users will be able to see which of their friends or the brands they follow accounted for the most posts in their feeds each week, and unfollow anyone with just one easy click. As a less drastic measure, the company also included a feature to dial down the number of posts from a given friend or brand.

Either way, brands now need to be more mindful of both the quality and quantity of the posts they regularly push out. As users gain more control over whose content occupies their newsfeed on the social network, only brand messages with true substance, used in right doses, will offer a fair value exchange for users’ attention.