We have heard many of you speak recently in regards to posts not showing up in your Facebook feeds. Others have mentioned their numbers being down when it comes to impressions, likes, comments, etc.
Taking on the idea of using algorithms, Facebook now uses EdgeRank which is a formula to decide on the posts from pages in Facebook. EdgeRank is the Facebook algorithm that decides which stories appear in each user’s newsfeed. The algorithm hides boring stories, so if your story doesn’t score well, no one will see it.
Like the picture above, their are three measurements on deciding your rank: Affinity, Weight and Time Decay.
Affinity- is how connected you are to a Facebook user. An example would be a relative who you most likely connect with more via comments, likes and shares. Due to that relationship and the closeness, your affinity with that person will be extremely high and therefore, the posts will most likely show up.
Weight: These are the actions people use in Facebook. For example, a video and photo carry more weight because they are more likely to get comments and shares (Likes do not hold as much weight). Simply put, the more people are engaged with your posts, the more YOU will show up in their feed on a regular basis. Therefore, because photo and videos prove to hold the most weight, its critical to think creative.
Time Decay: Is simply when you post vs, when your audience happens to log in.
In our opinion, it was only a matter of time until Facebook decided to create a way to be profitable and one way is through Promoting your posts. Our suggestion is to get creative, watch your traffic and decide if your game plan of adding more photos and videos and links (get creative on your own) or promoting your posts.
In our November seminar, we will be taking a closer look at this!
Edgerank has competely changed the game for small businesses trying to Market on Facebook. However, that change, as you’ve mentioned above, shouldn’t necessarily be seen as a bad thing because now we have a little better idea of what the rules are…
Once we know the rules, as marketers, we can figure how to use them in our advantage.