March 25, 2013

Why Facebook should stop charging to increase the reach of page posts

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Photo courtesy of Justin Sullivan via Getty Images

Reevaluating Facebook’s monetization strategy

Ayelet NoffFacebook pages are increasingly becoming an invaluable part of companies’ day-to-day marketing activities, but during last year’s Facebook Marketing Conference, Facebook announced to businesses that their page updates were seen by an average of only 16 percent of their fans through the news feed.

This caused quite a shock among companies. They weren’t entirely sure how Facebook’s news feed algorithm, EdgeRank, really worked or how much visibility they were actually getting but they were positive that it was higher than 16 percent.

Also beginning last year, Facebook introduced a way for page administrators to pay to promote posts to a wider audience.

Despite allegations that Facebook is now trying to force page owners to pay for reach by using promoted posts — see the flood of complaints from small business owners — the company has been aggressively fighting such reports. Facebook argues that the reason for the limit is not a shakedown but to avoid spam and make sure that Facebook’s news feed provides people with more of the content that they want to receive rather than content supplied by certain spammy brand pages.

So pages are now competing for a smaller share of users’ news feeds, and in order to gain significant exposure, they needed to invest money into promoting themselves. This all translates into spending a substantial budget on advertising. Continue reading

February 7, 2011

Demystifying how Facebook’s news feeds work

EdgeRank-Checker
New tool: The EdgeRank Checker app shows how well your Facebook Page is performing.

 

It’s the heart & soul of Facebook — and few people understand it

This is part 1 of a 4-part series on using Facebook strategically. Also see:
• Part 2: 15 ways to increase your Facebook stature
• Part 3: Cheat sheet: Key principles of social media marketing on Facebook
• Part 4: 15 ways to increase your brand’s impact on Facebook

JD LasicaOver the years, Facebook has become a central part of our online social presence — for businesses, nonprofits, organizations and our personal brands.

So why do so many people know so little about how the heart and soul of Facebook actually works? I’m referring to the Facebook News Feed, featured in a Chevy Cruze commercial in the second quarter of yesterday’s Super Bowl.

In this series, we’ll offer tips on how to use Facebook much more effectively as a business professional by taking charge of your News Feed. We’ll dissect Facebook’s secret sauce, called EdgeRank, to help you build authority with the right touch, tools and tactics. And we’ll give you tips on how to expand your brand’s reach and influence on Facebook.

How Facebook’s news feeds work

Facebook is far more than a social network: It’s also a personalized news network powered by a highly dynamic engine that’s personalized, relevant and timely. The crown jewel of this dynamic landscape is the News Feed. The News Feed consists of the content continually fed into the center column of your home page from people and Pages you follow on Facebook. You’ll see status updates, photos, photo tags, videos, friend requests, event RSVPs and group memberships.

Top-News

Facebook’s news feeds have evolved significantly since the first one was introduced in 2006. With close to 600 million members, Facebook handles billions of individualized feeds — an impressive feat of engineering, if you to stop to think about it. Some members may not realize it, but the news stream you typically see on your page displays only a small portion of the updates posted by your Facebook friends.

A few weeks ago Facebook tweaked the Most Recent feed. Now you have the option to display photos, Page updates & posts on Friend Lists.

Your News Feed comes in two flavors:

Top News contains what Facebook calls “the most interesting content that your friends are posting.” This filtered feed is the default view on Facebook (until you change it), and Facebook said in late 2010 that more than 95 percent of its nearly 600 million members using the Web interface see the site through this prism. (This figure doesn’t count members using mobile apps and third-party apps.)

Most Recent shows you “all the actions your friends are making in real-time,” Facebook says (though that’s not literally true, as we’ll see below). On Dec. 22, with little fanfare, Facebook updated the Most Recent feed, giving you more filter options, including just photos, just updates from Pages, and posts from the Friend Lists you create. Pretty cool! Continue reading

December 1, 2009

How to advertise your business on Facebook

facebook advertising

A step-by-step guide — excerpted from Survival Guide Chapter 6: Social Networking

survival-guide-toDeltina HayHere is part 6 of the series I will post over the next few months based on chapters from my new book, A Survival Guide to Social Media and Web 2.0 Optimization.

This book is meant to be a guide to building an optimized foundation in social Web for beginners and advanced users alike.

Chapter 6 of the book focuses on one of the most powerful social media strategies: social networking. These sites are incredibly effective outlets for finding new customers and readers, but if you don’t choose the right strategy, it’s easy to find your message spread thin. Below you’ll find a detailed explanation for creating and optimizing a Facebook page, as well as a Social Networking Strategy to help you prepare information and build profiles in social networking sites.

The following excerpts are from A Survival Guide to Social Media and Web 2.0 Optimization: Strategies, Tactics, and Tools for Succeeding in the Social Web by Deltina Hay

Copyright 2009 by Deltina Hay. All rights reserved.

Creating Facebook Pages

Once you have a Facebook account and have completed your profile, log in to Facebook, and go to the “Advertising” link at the bottom of your Facebook profile page, or go directly to the Facebook business link. Continue reading