Posting status updates on Facebook is all you need to spread the word about your business, right? Wrong! Guest writer Diane Thieke shares surprising insight about how Facebook can help (or hurt) your marketing strategy.
With a billion users worldwide, Facebook is the de facto social network for businesses looking to market their products and services. Like any good business, you’ve set up your business page, and you’re posting to it daily. And all of your updates are showing up in the news feeds of all of your fans. Right? Umm...no, not really.
Here’s why: Facebook is using an algorithm called EdgeRank to determine what shows up in each person’s news feed. The algorithm is based on individual interests, which are derived from the actions people take on Facebook.
Have you ever wondered why that one friend shows up over and over in your news feed, while you seem to miss the updates of others altogether? That’s the work of Facebook EdgeRank, which determines your preferences based on your interactions with other users.
One important fact about EdgeRank is that it works only in one direction: the more often you Like photos that your one friend posts, the more frequently her updates show in your feed. However, unless she comments back or Likes your posts, your updates won’t show up in hers.
See also: Do You Have Bad Facebook Manners?
For digital marketers, this means that you need to create and post content that your fans and their friends will Like and share. In other words, you could post a status update every hour, but if that content is boring and doesn’t engage your followers, your updates will quickly disappear from your fans’ newsfeeds. Unless they visit your page, they’ll miss almost everything you say.
In other words, it’s quality over quantity.
The EdgeRank algorithm has three components: Affinity, Edge Weight, and Time Decay.