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Pedro Gonçalves

The Dilemma of Social Media Reach « Radian6 - Social media monitoring tools, ... - 0 views

  • Altimeter Group recently studied the internal goals in corporate social strategy. The top priority stated by 48% of companies was “Creating ROI Measurements”. Hypatia Research showed management’s expectations of the return on social communities are rather low. Research by Chief Marketer shows that the number of likes, friends & followers are the most used metrics by 60% of U.S. B2C and B2B marketers.
  • There exists great controversy about the use of ‘reach’ metrics.
  • Popular measures are the 3F’s (friends, fans & followers).
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  • Many consider these to be vanity metrics: measures which are easy to understand but on their own explain little about the actionable effect.  They are easily manipulated, and do not necessarily correlate to the numbers that really matter. More actionable metrics are argued to be active users, engagement, the cost of getting new customers, and ultimately revenues and profits
  • Talking about Twitter specifically, Adi Avnit de-emphasizes the importance of followers due to the fact some users follow back others simply because of etiquette. His ‘million follower fallacy’ entails that this etiquette is leveraged by some users to elevate their follower count. The theory is not without evidence. Cha et al. (2010) measured user influence in Twitter and found that retweets and mentions showed great overlap, while followers gained… not so much. However, Kwak et al. (2010) in contrast found followers and page rank to be similar, while ranking by retweets differed.
  • investigated to what extent consumers engaged on brand tweets based on 4 dimensions:  amplification (retweets), reach (followers), conversations (mentions) and attitude (sentiment).
  • I noticed strong correlations between all of the metrics. This means that reach, amplification, conversations and sentiment appear to measure the same kind of digital influence.
  • following a great amount of people primarily affects a brand’s follower count. It doesn’t correlate with the other, more actionable, metrics. In fact, those brands perform worse on the other measures. Ergo, brands that over-focus on increasing their follower count, perform worse based on the other metrics
  • All interactions, whether it be likes, shares or wallposts, increase the EdgeRank which in turn exposes more fans to your content.
  • As the number of fans grew, so did the number of engaged fans (the interactions per mille stayed about the same). These two elements act as a positive spiral constantly growing the other.
  • I pose that the amount of fans, followers or friends is a relevant metric, considering it as the potential interaction userbase. Taking in consideration that your goal is to increase the number of engaged users.
  • Reach, amplification, conversations and sentiment appear to measure the same kind of digital influence. Brands that over-focus on increasing their follower count, perform worse based on the other metrics. Increase your user base – as your fans grow, so will the number of engaged fans
Pedro Gonçalves

Facebook Algorithm Tweaks Hurt Viral Sites' Organic Reach More Than Other Publishers | ... - 0 views

  • Facebook's Newsfeed algorithm, formerly called EdgeRank
  • It's becoming apparent that there's a still a misconception in some circles around the idea that Facebook is an agnostic platform—akin to a public plaza—that doesn't systematically curate the user experience. Indeed, it's become safe to say that the Menlo Park, Calif.-based digital giant is tweaking its algorithm to highlight content in a fashion that's not unlike a newspaper or magazine's online presence.
  • just as Google has reworked its search algorithm over the years to the chagrin of SEO marketers, Facebook's maneuvers are now making publishers rethink their Newsfeed strategies. Whether more ad spend is the result of this thought process remains to be seen.
Pedro Gonçalves

Facebook Explains The Four Ways It Sorts The News Feed And Insists Average Page Reach D... - 0 views

  • to determine if any given Page post shows up in the news feed, Facebook looks at four main factors: If you interacted with an author’s posts before: If you Like every post by a Page that Facebook shows you, it will show you more from that Page. Other people’s reactions to a specific post: If everyone else on Facebook shown a post ignores it or complains, it’s less likely to show you that post. Your interaction with posts of the same type in the past: If you always Like photos, there’s a better chance you’ll see a photo posted by a Page. If that specific post has received complaints by other users who have seen it, or the Page who posted it has received lots complaints in the past, you’ll be less likely to see that post. This factor became a lot more prevalent starting in September 2012.
  • Let’s say Darth Vader posts that he and Luke Skywalker have confirmed that they are father and son. To determine if Yoda saw this post in his news feed, Facebook would look at: whether Yoda had Liked or interacted with posts by Vader in the past, if Leia and Han Solo Liked the relationship post by Vader when Facebook showed it to them, whether Yoda tended to interact with relationship change posts in the past, and whether anyone else had complained about Vader or this particular post by the Sith Lord.
  • Facebook says it adjusts the way in which it weights these factors to try to increase engagement and general satisfaction. Maybe reach decreases on some Pages, but people interact more with the news feed overall, according to Cathcart.
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  • There are conflicting reports about the actual impact on average reach, though. Some like PageLever say it stayed stable, but others like We Are Social and SocialBakers say that average Page reach decreased by as much as 50 percent.
  • Those analytics providers are only looking at a relatively small number of Pages, typically fewer than 1,000. Facebook’s product marketing director for ads Matt Idema tells me that what those studies show “all depends on what set of pages you’re looking at and how many pages you’re looking at. We’re looking at all the Pages. The median reach did not decrease.” But what about average reach? Idema shut that down saying that, as for the difference between median and average reach, “I’m pretty sure they’re indistinguishable.”
  • Even though it’s seeking to create a better user experience and confirmed it does not make changes to sell more ads, some businesses got hurt. This is the unfortunate reality of relying on a centralized marketing channel like Facebook opposed to an open channel like email. Facebook giveth, and Facebook taketh away.
Pedro Gonçalves

STUDY: Your Facebook Page May Be Bipolar - AllFacebook - 0 views

  • BuzzSpice found that 72 percent of the pages it studied exhibited what it called “manic-depression behavior,” not posting content in a consistent manner, but adding posts in flurries, then going silent for more than two weeks, in some cases.
  • Pages that do not stay in constant touch with their fans get decreasing score on the Facebook EdgeRank algorithm, lose visibility, and eventually disappear from their fans’ News Feeds.
Pedro Gonçalves

Facebook: $7 To Promote My Status Update??? - 0 views

  • Essentially what Facebook is doing here is making users pay to improve their EdgeRank score for individual status updates, the system that Facebook uses to determine how high individual stories appear in the news feed
  • It is really not all that different from how Google has structured its own business, where companies or individuals can pay for keywords to appear as advertisements in search results. The difference is that Google’s search engine is a much more impersonal mechanisms than is the Facebook news feed.
  • Where Facebook is making a mistake is in crossing the bridge between paid sponsored posts for businesses and applying it to individuals
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  • It is one thing to ask a business to pay to increase its visibility, that is the type of thing that businesses budget for. It is another to ask users on their personal pages directly for money. Google has never asked me to spend money to improve the search results for my own name, for instance.
Pedro Gonçalves

Why Facebook Pages Are Seeing Lower Organic Reach, And What They Can Do About It - AllF... - 0 views

  • Facebook’s algorithm uses a number of factors to establish which posts should be shown to users. Previously called EdgeRank, the algorithm now has more than 1,000 contributing factors, but it still focuses on three main influences: affinity, weight, and Time.
  • Affinity is defined by a user’s relationship with the person or page that created the specific Facebook object — essentially how much the user interacts with that person or page.
  • Time, the last major factor, takes into account how recent the action occurred, which, in Facebook vernacular, is called time decay.
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  • Weight is determined by the object type — for instance whether it is a photo, video, or link.
  • There are a multitude of other factors that Facebook uses, such as how many of the user’s friends have interacted with the post or object, how popular the post is overall on Facebook, etc.
  • Despite the drop in organic reach, Sandmann stressed that the news is not all bad for page admins, as the users who do see their posts are the ones who are most likely to engage with them:
  • Despite the drop in organic reach many pages are seeing an increase in engagement on their pages and page posts. How can that be? Facebook’s algorithm is getting smarter. The small percentage of fans who do see a page’s posts are the fans who are most likely to engage with the post.
  • The update is essentially a double-edged sword: Although pages are reaching a smaller audience, they are reaching a more engaged audience and building a core group of engaged users.
  • First, create amazing content. Think about your audience and what they will find value in. Create content that entertains, informs, or otherwise engages your audience. This is a critical piece in boosting engagement and visibility on Facebook. Second, advertising on Facebook will be necessary to boost visibility on posts, attract more fans, and increase engagement. Clearly, Facebook is using these updates to also push page admins into buying Facebook advertising to increase page visibility. This will be a pain point for many marketers, but we can no longer think of Facebook as a free advertising platform.
  • Third, focus on building a core group of supporters. You shouldn’t focus on building up your page fans to have a high number of fans; be strategic in building a fan base. Fans who are not engaging with your page do not benefit your marketing goals or your page’s performance, and they may hurt page visibility.
  • Stay away from running like contests or giveaways that are not directly related to your business. You may gain a lot of fans, but they are there for the wrong reasons. Think of your page as a community, and target users who will find value in what your page has to offer and contribute to the community. The more engaged your audience is, the more visibility you will gain.
Pedro Gonçalves

A Glut Of Facebook Updates Results In Fewer People Seeing Posts From Pages - ReadWrite - 0 views

  • Fewer people are seeing Facebook posts from brands, businesses and celebrities, the social network has acknowledged. 
  • It is unclear how page views have been affected, but a report from Valleywag today claims the company is slashing organic reach to just one to two percent of people who have clicked a Page’s Like button.
  • Each day, there are an average of 1,500 stories the company can show in someone’s news feed, and Facebook said in December that as a result of the increased competition for post views, many pages will likely see a decline in organic reach.
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  • It recently made tweaks to its algorithm that push updates from Facebook Pages—the presences maintained by organizations and businesses—lower in the news feed and show fewer posts to users.
  • Facebook says the best way to ensure a broad audience is viewing your posts is to buy advertisements. Pages can buy ads by reach, and advertisers can target specific demographics to view posts.
  • As Facebook continues to put an emphasis on more “high quality” content and lowers organic reach, it could force businesses, small mom-and-pop shops and big brands alike, to rethink their marketing strategies. 
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