Recently, there has been a lot of discussion about Facebook’s new EdgeRank algorithm, and the effects that many business pages are seeing as a result. The algorithm “…is determined by each individual relationship between fans and pages. If one fan interacts more often with a page’s content than another, he or she will so more of the content in the future. Other factors that have an impact are the number of friends that has also liked the page and the type of interaction…”
Since the algorithm changes that occurred September 20th this year, organic impressions have decreased. This means that businesses potentially saw less engagement and reach with their fans and needed to supplement those changes with paid and viral impressions.
Although many businesses that saw a decrease in reach have been vocal, the new algorithm is meant to show a more realistic version of the interactions and engagement that occur on the social network. In other words “because most fans of a page are inactive, and have been for awhile, Facebook has stopped showing them the content in their news feeds. It has been deemed irrelevant. Which means that the total fan count was never as significant as many thought it was.”
Interactions for brands have remained (roughly) at 1% so the Facebook’s EdgeRank brings a well-known issue to the forefront of social media marketing: what are the most meaningful metrics? Of course, many organizations are disappointed in the algorithm and have taken their advertising money elsewhere – the Dallas Mavericks amongst those upset.
If businesses choose to pay for promoted posts, more people will see the information. This is all dependent, however, on the number of total fans a page has, so fan quantity is still an important aspect of social media marketing strategy. Promoted posts have seen significant adoption among small businesses according to Facebook, and several hundred thousands have used it.
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In order to counteract these changes, businesses need to rework their strategy and include content that has the potential to become viral with their users. “Visual content drives the most Likes, comments and shares. Graphic design and even light production support can enhance the quality of the content, driving both reach and engagement, but it will certainly take more time to create than the simple text posts of yesterday.”
A combination of creative and potentially viral content as well as paid media is the best way for businesses to engage with fans and remind them why they connected with the brand in the first place. The investment of both time and money in Facebook has never been more apparent for businesses, but with social sales expected to continue to increase as we move into the next year, it is necessary for businesses to evolve their social strategy to keep up with the changing times.
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