What You Need To Know About Facebook’s New Algorithm
January 16, 2014
When it comes to Facebook Marketing, one of the biggest challenges is to make your posts visible to a maximum number of people for the longest duration.
While a page might have a large number of likes that does not necessarily mean that your posts are being viewed by all of those people. How often as social media managers or web marketers have we faced a situation where having posted something and hoping a large number of people to view and share it, we end up with an almost next to nothing disappointing score.
Up until now, Facebook’s algorithm, EdgeRank, was responsible for determining what posts get seen by what people depending on the kind of interactions that the users have had in the past as well as the freshness of the posts. While webmasters and those advertising on Facebook were finally managing to get their heads around it, we now have a new algorithm that has taken over the process. This one’s called Story Bumping.
[See More: How To Optimize Your Website for Facebook Graph Search?]
Here’s the difference. EdgeRank would usually keep the freshness of the posts as a major criterion for making them visible, which meant that the older posts got shunted down below even if not many people had seen it. But what Story Bumping does is that it takes into account all the stories unread by the particular user and puts team on top. So, what that really means is that when a user logs in, they get to see all the posts that have been missed by them in the time that they were logged out.
In addition to Story Bumping there is also something called the last Actor. This is another benchmark that the algorithm will refer to while populating posts in the news feed. This one is based off the last fifty interactions that the user has had with the site. In other words more real time signaling based on actual interactions will determine what is being shown in individual news feeds.
So how does that really change things for web marketers?
This is how. The new algorithm facilitates greater visibility as long as the content being produced is interactive, shareable and relevant. The more a user is able to connect and interact with your content, the more chances of them seeing your posts in the future.
Essentially, it does not matter when the post is updated, as long as it is relevant and the algorithm determines, based on past interactions, that it will be liked by a user, the post will appear on their news feed.
Story Bumping and Last Actor together form a great new tool combination for brands and marketers to give longevity to their posts. With not having to worry about posts getting lost in the news feed, all the focus can be channeled towards producing good content that will help posts from getting seen by more and more people.
See that? That pesky little content requirement never gets old.
What holds true for Google holds true for social media and content marketing everywhere. Spend time on creating good content and let the new algorithm do the rest of the work for you.