As you know, Facebook is slowly killing organic reach for brands, so you’ll either need to pay to advertise there in the near future or get really, really good at sorting out its ever-changing EdgeRank algorithm.
If you’re advertising your brand on Facebook, you’ve likely seen this recent video (below) from Derek Muller on Facebook fraud. If you haven’t watched yet, brace yourself for the number of Facebook advertising likes that are fake, and the damage those fake fans cause to your social reach and return on investment. To beat the threat of fake likes, you’ll need to focus on engagement, a strong core fan base, and contextual ads that draw the genuine fans needed for ROI.
Facebook announced last Thursday that it would begin phasing out sponsored stories. No new ads can be created from this point on, while previously purchased inventory will run through April 9. The controversial ad unit typically featured friends’ interactions with pages or applications, and they would inform you if those friends liked sponsored pages. While the ad unit was popular with advertisers, this often wasn’t the case for consumers, and its demise was foretold by Facebook as early as last June. Rolled into this change, however, is a significant revamp and net increased visibility for “social context.”
Facebook’s announcement last month that changes to its News Feed algorithm will result in lower organic reach for posts by pages has not sat well with page administrators, who have seen their posts go from reaching about 16 percent of users who like their pages to 2 percent to 3 percent. A blog post Monday from Deanna Sandmann of software-as-a-service local marketing platform SIM Partners will not ease page admins’ pain, but it may provide some clarity, as well as helpful suggestions.
When Facebook pages turn to promoted posts, does it have any effect on their organic results in terms of their posts appearing in users’ News Feeds? No, according to a random study of 5,000 promoted posts by 1,500 pages, conducted by Facebook analytics provider Wise Metrics.
Facebook’s News Feed algorithm is a living, breathing organism. It’s constantly changing, and Facebook noted in a media session Tuesday that the company wants to get better about informing users about changes. Facebook announced a couple small changes to the way that the site decides order in News Feed: Story Bumping, which allows engaging posts you haven’t seen to be bumped up to the top of News Feed later in the day, and Last Actor, which takes into account the last 50 engagements a user has performed, and gives those users a slight bump up in News Feed ranking.
Emeric Ernoult, co-founder of AgoraPulse, will speak Wednesday at the AllFacebook Marketing Conference in San Francisco. He will lead the discussion, “Facebook Statistics 101: How to Uncover the Hidden Gems within Facebook Insight.”
Do you run a Facebook page? Are you constantly looking at your page metrics trying to figure out which ones really mean success or failure? The problem is that Facebook insights are made of a bazillion different metrics, and very few of them ring the bell to the savvy Web marketers we are. Stop looking for the ultimate, easy-to-understand, and meaningful Facebook metric: You already have it right here. It is reach.
Facebook has an algorithm (externally known as EdgeRank) that determines who sees which posts at which times. It’s meant to present users the content with which they’ll be most likely to engage. Many users hate it. Even more page administrators despise it. But can it actually help both? Yes. There’s already a site where every post (whether it’s from your best friend or a random brand) is weighted equally, and it’s called Twitter.
Many Facebook marketers agree that images are the most powerful type of posts for pages seeking engagement. But with Facebook’s page post sorting algorithm (externally known as EdgeRank), only a fraction of a page’s fans will see posts. How can pages optimize their images to get more fans (and friends of fans) to see their messages? PostRocket compiled the answer in an infographic.