Tag Archives: facebook algorithm

“Story Bumping” and what it means for your brand’s Facebook strategy

Facebook has recently taken steps to provide more transparency around the way that their platform works. These steps have ranged from reconfiguring Facebook for Business to releasing information about upcoming changes to the Edge Rank algorithm that determine what content users see in their News Feeds.

More information can create more confusion, especially when trying to understand what the updates mean for your brand’s social media strategy. We sat down and analyzed the announcement in order to share the three things brands need to know about the changes that are headed to Facebook News Feeds:

 

1. This is good news for brands.

When it comes to the Edge Rank algorithm, change is the only constant.

 Now organic stories that people did not scroll down far enough to see can reappear near the top of News Feed if the stories are still getting lots of likes and comments.”

That means that if your content is getting a lot of engagement, it will have a new opportunity to gain additional organic awareness by being bumped back up in the feed. The cream will rise to the top.

2. This is great news for brands with strong, engaging content.

This most recent update makes it very clear that preference will be given to posts that have a lot of engagement. That means likes, comments, and shares will become even more important parts of the cyclical relationship between awareness and engagement, with each one creating new opportunities for the other.

For brands with a practiced approach to content creation, this is great news. It means that focusing on when your audience is online and the types of post that they engage with, will have a direct impact on your ability to increase organic awareness of your brand’s content.

Taking it one step further and focusing specifically on content creation best practices like balancing company focused posts with audience focused ones, including “fill in the blanks” and specific calls to action, and simply asking questions, will have even greater pay offs.

3. The update alone will not get your content in front of your fans and extended target audience.

Facebook is a business and businesses need to make money. One of the ways that Facebook makes money is by charging brands for the ability to advertise to their users. If Facebook allowed every post that your brand made to be seen by all of your fans, it would be difficult for them to charge you for access. From a user standpoint, it would be difficult to sift through the thousands of posts made each day. From a business standpoint, it can mean that much of your content goes unseen.

The answer? Promote the things that you really want people to see. If you strategically select content to promote, you can game Edge Rank.

Remember – strong content gets engagement, which leads to more awareness, which leads to more opportunities for engagement, and the cycle continues. An easy way to guarantee more awareness is to put some ad spend behind your content. If the content is good, the increase in awareness will magnify the amount of engagement, getting your content in front of an expanded audience.

Combining strategic ad spend with strong content and a system that allows the cream to rise to the top? That’s a recipe for social success.

Recent Updates to Facebook’s EdgeRank Formula: Do You Know Your PTAT Score?

Recent updates to Facebook’s EdgeRank formula, and the way they calculate your People Talking About This score, could be putting your social efforts in jeopardy. Why is a behind-the-scenes math formula so important? It’s a simple answer with a lot of data behind it, so we’ll start with the easy facts first.

EdgeRank determines your success on Facebook.

That’s it. It’s that cut and dry. If your brand page has a high EdgeRank, your page will almost definitely be successful – depending, of course, on your definition of success. If success, to you, means user engagement, brand awareness, and viral growth, then we are on the same page.

How does EdgeRank work?

EdgeRank is an algorithm, essentially a complex mathematical formula that weighs several different factors to determine how relevant your content is to any given Facebook user. The formula looks like this:

Facebook EdgeRank Formula

Facebook has been notoriously silent on the exact numbers in this equation, but Jeff Widman, operator of EdgeRank.net, has broken down the basics of the system.

Facebook looks at all possible stories and says “Which story has the highest EdgeRank score? Let’s show it at the top of the user’s newsfeed…If EdgeRank predicts a particular user will find your status update boring, then your status update will never even be shown to that particular user…The numbers on this are frightening. In 2007, a Facebook engineer said in an interview that only about 0.2% of eligible stories make it into a user’s newsfeed…

The simplest possible explanation is that Facebook considers the amount of Likes, Comments, and Shares your posts receive, how many of your fans are friends with each other, the type of content you are posting, and what every single Facebook user thinks about those types of content. All of that gets added up into a total score, which is tallied on every single post your page makes.

How can I improve my page’s EdgeRank?

Short answer: you can’t. Long answer: you can’t, and you’re asking the wrong question. EdgeRank is a constantly-evolving formula, which takes in thousands of points of data to make by-the-second updates. Combine that complexity with the fact that Facebook also filters results through at least one other formula before they make it to a newsfeed, and you are facing a hopeless challenge.

The point that we keep making to clients is that it is much easier to improve your content than it is to try to game the system.

So, what’s new?

A recent update to Facebook’s algorithms has changed the way your page’s People Talking About This, or PTAT, score. This score is a combination of several forms of engagement, including shares, likes, and comments. Until now, that number related only to first-level engagement on a post. The tracking stopped, once you got beyond the original posting.

With this new update, the PTAT score includes engagement a post receives at the second level and beyond. Now, if a user shares George Takei’s latest cat pun, his PTAT score includes all of the likes, shares, and comments that post receives from its entire viral lifespan, even from users that never saw the original post.

Facebook People Talking About This PTAT Score

This update has led to some drastic jumps in PTAT for many highly-engaging pages. Takei’s PTAT has jumped by nearly 110,000 since the change, with similar numbers coming from several of the top pages on the platform. As we discussed earlier, your PTAT score is the most important aspect of your content’s EdgeRank, so higher PTAT scores ensure that your content is being seen. This means that activity on a cat photo George Takei posted three weeks ago could be boosting the EdgeRank on a post he makes today.

In social media, content is king, and that has never been truer than it is now. It is time for companies to make sure that what they’re putting out is something that users actually want to see. As the EdgeRank formula continues to evolve, content that belongs in corporate board rooms will become quieter and quieter. Eventually, those pages will have to wake up and realize they’re speaking to an empty room.

______________________________________________________________

Tim Howell

Tim Howell is a content manager for Make Me Social. He studied fine art, psychology, and international pop culture at Bowling Green State University. In his spare time, he is a blogger and social activist with a passion for cooking. You can find him at gplus.to/TimHowell

Recent Updates to Facebook’s EdgeRank Formula: Do You Know Your PTAT Score?

Recent updates to Facebook’s EdgeRank formula, and the way they calculate your People Talking About This score, could be putting your social efforts in jeopardy. Why is a behind-the-scenes math formula so important? It’s a simple answer with a lot of data behind it, so we’ll start with the easy facts first.

EdgeRank determines your success on Facebook.

That’s it. It’s that cut and dry. If your brand page has a high EdgeRank, your page will almost definitely be successful – depending, of course, on your definition of success. If success, to you, means user engagement, brand awareness, and viral growth, then we are on the same page.

How does EdgeRank work?

EdgeRank is an algorithm, essentially a complex mathematical formula that weighs several different factors to determine how relevant your content is to any given Facebook user. The formula looks like this:

Facebook EdgeRank Formula

Facebook has been notoriously silent on the exact numbers in this equation, but Jeff Widman, operator of EdgeRank.net, has broken down the basics of the system.

Facebook looks at all possible stories and says “Which story has the highest EdgeRank score? Let’s show it at the top of the user’s newsfeed…If EdgeRank predicts a particular user will find your status update boring, then your status update will never even be shown to that particular user…The numbers on this are frightening. In 2007, a Facebook engineer said in an interview that only about 0.2% of eligible stories make it into a user’s newsfeed…

The simplest possible explanation is that Facebook considers the amount of Likes, Comments, and Shares your posts receive, how many of your fans are friends with each other, the type of content you are posting, and what every single Facebook user thinks about those types of content. All of that gets added up into a total score, which is tallied on every single post your page makes.

How can I improve my page’s EdgeRank?

Short answer: you can’t. Long answer: you can’t, and you’re asking the wrong question. EdgeRank is a constantly-evolving formula, which takes in thousands of points of data to make by-the-second updates. Combine that complexity with the fact that Facebook also filters results through at least one other formula before they make it to a newsfeed, and you are facing a hopeless challenge.

The point that we keep making to clients is that it is much easier to improve your content than it is to try to game the system.

So, what’s new?

A recent update to Facebook’s algorithms has changed the way your page’s People Talking About This, or PTAT, score. This score is a combination of several forms of engagement, including shares, likes, and comments. Until now, that number related only to first-level engagement on a post. The tracking stopped, once you got beyond the original posting.

With this new update, the PTAT score includes engagement a post receives at the second level and beyond. Now, if a user shares George Takei’s latest cat pun, his PTAT score includes all of the likes, shares, and comments that post receives from its entire viral lifespan, even from users that never saw the original post.

Facebook People Talking About This PTAT Score

This update has led to some drastic jumps in PTAT for many highly-engaging pages. Takei’s PTAT has jumped by nearly 110,000 since the change, with similar numbers coming from several of the top pages on the platform. As we discussed earlier, your PTAT score is the most important aspect of your content’s EdgeRank, so higher PTAT scores ensure that your content is being seen. This means that activity on a cat photo George Takei posted three weeks ago could be boosting the EdgeRank on a post he makes today.

In social media, content is king, and that has never been truer than it is now. It is time for companies to make sure that what they’re putting out is something that users actually want to see. As the EdgeRank formula continues to evolve, content that belongs in corporate board rooms will become quieter and quieter. Eventually, those pages will have to wake up and realize they’re speaking to an empty room.

______________________________________________________________

Tim Howell

Tim Howell is a content manager for Make Me Social. He studied fine art, psychology, and international pop culture at Bowling Green State University. In his spare time, he is a blogger and social activist with a passion for cooking. You can find him at gplus.to/TimHowell