Think you’re popular on Facebook? Your Klout score is one way to measure your online influence on social media, however there is a mathematical tool that social media leader, Facebook, uses to sort posts in users’ News Feeds.
Why do we care?
Well, as marketing professionals are quickly realizing, a business’s engagement with customers on social media is vital to its success. So understanding how this “algorithm” works is important; that way you can ensure that your content is popping up on the right users’ News Feeds, so that you have optimal impact. Don’t believe me? Take a look:
That’s right. Facebook’s users are spending 40% of their time on just the News Feed itself.
How to improve your position on others’ News Feeds
Look back to the three variables that make up the algorithm shown above. The two that marketers need to focus on are:
- Affinity: a user’s past interaction with your company’s Facebook page, including clicks, likes and comments. Edgerank makes the assumption that if a user interacted in the past, and more recent the better, then they have an interest in your content and therefore your posts are more likely to show up on their News Feed.
- Weight: an individual post’s priority, based on type. A post has a certain “hierarchy” of influence: pictures and videos are the most engaging, and therefore take a higher priority. Links, plain text and statuses are of lesser importance and will have less weight. A user’s interaction with posts also takes weight. Comments rank higher than likes.
The last variable is Time Decay: This one you don’t have much influence over. It simply means that the longer a post has been active on Facebook, the lower in the News Feed it will be ranked.
Relevancy also plays a HUGE part in this algorithm. As marketers we are all very aware of the importance of placing compelling content that is relevant to our prospects. Recently announced by Facebook here, organic posts on Facebook are now being scored based on how relevant it is to individual users. So the more relevant your message is to the user, the higher in rank it will appear on the News Feed.
This seems like a “no-brainer” to me. In my experience on the internet, I am constantly being pushed unwanted content, whether in the form of advertisements or posts in my News Feed. This clutter has made me less engaged in Facebook as I was, say two years ago. This may also be due to more social media platforms to choose from today, but I also think it has a lot to do with a mass loss of interest in the content shown on the News Feed. Maybe this improvement in the content shown on the News Feed will increase Facebook’s relevance in users minds, and rank it higher as a social media network.
Tell me what you think!