Facebook is moving away from the use of EdgeRank to determine fan page relevancy on it’s platform. They have replaced EdgeRank with a new, updated ranking algorithm, which now focuses even more closely on relevancy, content, quality, and variety. The importance of working to “game” the algorithm remains, but it is now a formula with many more data points to consider.
The first thing Facebook aims for is to have timely and relevant content on a user’s news feed. If the content isn’t interesting to the user, they either won’t engage with it or it might not even show up on their news feed. It is also very important that the content being shown is not in any way begging or pandering. It should be interesting and engaging, rather than just asking someone to “like” the post. An interesting and compelling post will get much more engagement.
A business also must ask themselves whether their posts are interesting enough that the user’s friends will share it with their friends. A Facebook post guiding something to click a link should be more than simply a post with a link in it. It should be engaging and informational and ideally leave people wanting more. That should lead to a click on that served up link to see what it’s all about. Your content AND the way you introduce that content should be great. One last important fact about how to optimize against the new ranking algorithm, is to have variety in your posts. Some posts should have links (especially because of the new link update), some should have images, and some should simply be text updates. The more variety you have on your page, the more people will be interested.
Facebook is working hard to improve the user experience on the platform. This new and more in depth relevancy formula is a big step in that direction. The faster a brand can learn how to work within it, the better off it will be! To find out more about how Facebook is updating their new ranking algorithm, click here.
Facebook now makes it easier for people to see more of who they want rather than random people they don’t care about. This social platform is all about transparency. They want you to be updated at any point of the day on whoever and whatever is important to you. The new features include: Story Bumping, Last Actor, and Chronological by Actor.
Story Bumping: Facebook will now move stories up on your news feed that you missed. This will boost engagement because more people will be able to view the post. “People are 8% more likely to engage with a post from a brand.” For example, a post that was posted at 8:00 would show up again in the 9:00 posting time as well.
Last Actor: Facebook will show you more of the stuff from the last 50 people you interacted with rather than the random people who are just “friends” with.
Chronological by Actor: If one of your friends is posting a lot of stuff when there is a lot of other activity in your feed, it will still show up in your feed in chronological order.
Facebook is also starting to share how algorithms work (EdgeRank) on the “Facebook for Business” blog, which they created to have better communication to businesses.
For brands, these new changes will allow their stories to show up more often and get more engagement because they won’t be missed as frequently. Especially when they have a new and/or recent engagement with a fan, they will now be more likely to stay “top of mind” with the Last Actor change.
To see more about this new Facebook update, clickHERE.
There have been a lot of articles flying around about this recently and I have even had some non-industry folk chirping in my ear regarding this topic. One stock broker friend told me that “Facebook is public now so they are going to fall apart as they constantly need to cater to investors and it will prove that their platform is a house of cards and never had any real value. Brands have been using it for free and now they will need to “pay to play” and they will leave as a result of it”
*Note this is all from someone who does not have a personal Facebook user account and thinks it is for “flirting with old girlfriends and can only get him in trouble with his wife.” And while that is true, there is much more to it of course!
Although I think he has taken it a tad too far and I don’t agree with the final picture that he paints, I do have to agree that there have been changes here and there that are pushing you to “pay” more than you had before. Now I cannot hate on a business for wanting to make money, but it is important to make sure you balance revenue with product integrity. The jury is still out on whether or not they have become too imbalanced in that regard, but it is worth keeping a very close eye on.
It does appear that overall reach is down since September 20th as Facebook “optimized” news feed rules, and I can say that on certain client accounts it has been much harder to earn the same reach as it was prior. Other accounts have been doing better than ever before though, so I am not totally sold on its true impact YET.
I read this exchange on the EdgeRank Checker Blog and I thought it provides some good insight from different sides and has some real comments from other Fan Page Managers out there. Worth a read, and so I have shared it with you!
Clients ask me this question all the time. The truth is that each business is a bit different and it takes some time and some thorough analysis of their own actual numbers to really make the call that is right for them. All that being said there is definitely some strategy into when the best times to post are from a universal perspective. Knowing when activity is highest will allow you to play the odds and increase your chances of being seen.
If you do post during peak times, especially on Facebook it is so important to have a good EdgeRank score. When activity is high, Facebook must make a decision on which posts will be seen in each user’s newsfeed, because it is impossible to show you every post and status update in your network. The pages with a higher affinity score in the aggregate and with any particular user are more likely to be seen than those without one. This is where optimizing your page pays off in a big way.
This infographic paints a useful picture of when the best times to post are. ENJOY: