After its humble beginnings as a social network for college students, Facebook gradually became a highly valuable platform for businesses to capitalize on. With individual profiles and pages having the ability to show posts in their contacts’ timelines free marketing was huge. While paid marketing followed, at least 4% of what users post on their pages still shows up in their contacts’ timelines.
While you choose to post items on your page, there are certain rules that govern how your post will be seen. Facebook’s algorithm called Edgerank comprises a variety of elements that have emerged from the three basic factors it based its content analysis on. Previously, it was known to have: Affinity Score, Edge Weight and Decay. These factors together aided Facebook marketing practices, and they are now improved. You are likely to find an abundance of information on this in the shape of Facebook marketing for dummies, which is now quite well known.
Affinity score: Your affinity score in Facebook is calculated on the basis of your explicit actions you make. This includes the strength of the action, the closeness of the relationship you share with the person who carried out the action, and how far back in time the action took place.
Edge weight: Each action created by a user creates an edge, and each one of these, apart from clicks, produces a potential story. For every category of edges, there is a different default weight assigned.
Time decay: As the term applies, there is an age factor involved for each post. A post loses points as it ages.
EdgeRank updates the points on a post and tracks it so that if a given post is relevant, it will have more points. When you log into Facebook, your news-feed will have a stream of edges, and these contain the highest score at that point in time.
While the above three factors in Edgerank are considered old, they now exist in other forms, and they are categorized and sub-categorized. With this kind of structure, Facebook strives to uncover how close one user is to another. This applies to closeness of one user with another or one user to a page, both being measured according to the level of interaction in duration and frequency. Furthermore, Facebook tends to look at global interactions, and it is these interactions that can have more importance over personal interactions.
Settings that Pertain to Relationships
Facebook also considers your relationship settings, which you can use as part of your online marketing solutions. Since you can label a contact as a Close Friend, Facebook uses this as a gauging factor and will show you content from these contacts as and when they post. You can also choose to draw content into your timeline when you Like a page and choose to obtain ‘notifications’ or ‘updates’.
Default settings in Facebook allow Facebook to extract ‘affinity’ naturally. However, when you adjust your settings according to your liking, Facebook will include those in its actions.
Types of Posts
Facebook’s news-feed algorithm considers post types that its users tend to go for in terms of Sharing, Liking and Commenting. If you tend to spend time on viewing, Sharing, Liking and Commenting on photo posts, you are likely to see more feeds in your timeline that are with photos. This part of the algorithm certainly forms a hefty part of Facebook marketing strategies applied widely.
Also, for users who have a habit of clicking on links for news for example, Facebook’s algorithm will tend to stream their timeline with more link-based content. It’s important to also note that Facebook page owners who share one-dimensional posts will most likely not get much viewer-ship.
Hide Posts and Report Spam
Another great feature in the Edgerank algorithm is that feed visibility can be altered, and you can have them marked as spam. Also, for users who have a habit of clicking on links for news for example, Facebook’s algorithm will tend to stream their timeline with more link-based content. It’s important to also note that Facebook page owners who share one-dimensional posts will most likely not get much viewer-ship. For each news story that is posted, there are certain things that are looked at.
With every post, the story itself and the user’s history are considered. The probability of how much viewers will Like this post is also taken into account based on previous post popularity. Along with this, the probability of how much viewers will probably hide this story is also considered. Based on these kinds of considerations, which are now a part of any Facebook marketing strategy, Facebook’s algorithm will decide the net positivity of the post. Then, there is the element of decay that comes into play when users choose to hide certain kinds of posts too.
Over time, the same kinds of posts may not be subjected to being ‘hidden’ by users, depending on changing preferences. Apart from all the factors described above, there are many more factors that are now being considered in Facebook’s algorithm, and each factor is being fine-tuned for better results and to facilitate users better. All the factors being leveraged are part of Facebook marketing tips being offered, and are certainly a great way to improve online marketing, as posts are being made more relevant for users in every way possible.
You can only expect to have a smarter social media algorithm on Facebook as time progresses, and online marketing consultants are always up-to-date about these advances. With Facebook and other social media platforms evolving along with major search engines, online search engine marketers need to be prepared to make adjustments as the need arises. Only then will you be able to launch and carry out an effective marketing campaign.