Thanks to Kieron from Tazamo web design who spoke at our Shrewsbury evening event for sharing these recent changes to Facebook

FACEBOOK NEWSFEED CHANGES:

Edgerank

Edgerank determines what posts appear on a Facebook user’s newsfeed. Facebook EdgeRank formula includes:

  • Affinity: Measures the relationship between the viewing user and the creator of the story. The closer the relationship the higher the score.
  • Weight: Different types of posts carry different weights (photos, videos, status updates, links, etc.). The higher the weight, the higher the score.
  • Time Decay: As a post ages it continually loses value.

SPAM REDUCTION

Recent Facebook Newsfeed changes include modifications to the algorithm to reduce the appearance of spammy content in the users Newsfeed

Signals used when ranking content:

  • Number of times content is liked or shared: This gives a strong indication of how many people enjoyed the content.
  • Source of content:  Does it originate from a trusted authority on the subject?
  • Uniqueness:  Is the content fresh and original?

LINK BAITING

Included as spammy are posts that include “like-baiting,” a strategy that actively encourages users to Like, comment, or share content with friends to boost its circulation.

Posts with more Likes get more visibility, so posts that actively seek that kind of engagement from users are trying to manipulate the system.

Facebook found that stories that utilize the like-baiting strategy are “15% less relevant” than stories that achieve the same type of engagement organically.

ENGAGEMENT ANALYSIS

Another type of content Facebook’s algorithm will now identify are posts that include “spammy links,” or links that bring users to a website full of ads or highly circulated content they’ve already seen. Facebook identifies these links by examining how users engage with the post after clicking the link.

For example, if a user clicks a spammy link, they are less likely to Like or comment on the post as a result. This is a sign from Facebook not to surface that post to other users.

 

Recently, Facebook has changed its algorithm to give more visibility to content from high-quality sources, such as well-established news sites, and less visibility to sites that exist purely to elicit Facebook likes and shares.

Facebook also learns what individual users want to see on their news feeds. Users are encouraged to give feedback, such as “Don’t show me content like this,” which Facebook uses to decide how to display posts to a particular user.

FACEBOOK NEWSFEED TIPS:

#1: Create a Content Strategy – Focus on Articles

Facebook WANTS to focus on “off-facebook” activity and direction also – Text-only status posts have 65 percent fewer views since the algorithm change. Posts with links embedded have 30 percent more views since the change. If you want to be seen on Facebook, you need to link.

#2: Know When Your Fans Are Online – Insights

#3: Pay Attention to Post Frequency – At least once per day, no more than twice

Up to around 5% of you followers will see a post. Only 16% of your fans will see one post (if even that), as news feeds easily become over populated. The more you post, the better your chances are of being seen. However, do remember to focus on quality over quantity – every post should be of value, not just something thrown quickly together.

#4: Let People Post Content on Your Facebook Page

#5: Host a “Caption This” Contest

#6: Reply to Comments

Your Facebook page has an optional threaded comments feature. This means that when a fan leaves a comment on an update, you can reply specifically to that comment.

When you respond, that fan receives a notification, which is incentive to revisit your page to read your response. Increasing the frequency of visits to your page is a key part of developing a core Facebook page community.

You can turn on threaded comments in a few easy steps:

  • Go to your page and click Edit.
  • Choose Edit Settings.
  • Find the Replies heading in the list and click Edit.
  • Click Allow Replies to Comments on My Page.
  • Click Save Changes.

#7: Tag Commenters & Other Pages

Normally, pages can’t tag people on Facebook, but there is one exception: If a Facebook user leaves a comment on an update, you can tag the user when you comment on that same update.

#8: Tag and Give Props to Other Pages

Beginning Tuesday, when a Page tags a separate brand or celebrity Page in a post, that content may surface for followers of both Pages.

For example, if Tazamo posts a story to Facebook and tags Bizmums Page, the post could now appear in News Feed for both Tazamo fans and Bizmums fans.

In short, it’s a simple way for brands or celebrities to greatly expand their audience.

This feature was already operational for updates from friends. If you tag someone in a photo, for example, their friends may see that photo in News Feed even if you are not connected to them.

The difference here is that while your photo could appear in front of hundreds of other people, a Page post that tags Google could appear in front of thousands, if not millions of additional users.

Facebook says it received positive feedback after testing this feature with users. The algorithm will take into account which users are engaging with content to determine if it is relevant for fans of both the Page that posted it, and the Page that was tagged. The new feature only works between Pages, meaning the typical user could not expand his audience by tagging a Page when posting.

#9: Repost Previous Top-Performing Updates

#10: Boost Previous Top-Performing Updates

#11: Feature Your Posts in a Like Box on your website and social share widgets

#12: Embed Top-Performing Updates in Blog Posts on your website or even comments box

#13: Message Your Friend Networks

These network shares cause a trending effect among friends connected to your business. When people see several of their friends talking about a topic, they’re more likely to be interested in that topic and click over to read more.

#14: Guest Post on Sites That Send You Traffic

Check insights in the views section to find sites that have sent traffic to your Facebook page. Then visit those sites and ask if you can guest post or build a relationship to drive more traffic

#15: Tweet Your Top-Performing Updates

 

 

Other useful tools include;

Facebook Lists

Cover Photo & Profile Photo

Complete page information including address & categories to get found in graph search

Vanity URL – https://www.facebook.com/username

Milestones and Highlighted Stories

Pinned Posts

Donate

Trends

Groups

Events

 

 

 

FACEBOOK ADS CHANGES

Before last year, Facebook was all about what happened on Facebook.  Ad campaigns were about buying likes.

In 2013, there was a major shift, and Facebook began tapping into direct-response marketing products to custom audiences; Ads that allowed them to drive traffic offsite.

The first annual Social Media Intelligence report was recently released.

Facebook’s ad clicks, ad impressions and advertisers’ return on investment were all higher in 2013 than in 2012.

From 131 billion Facebook ad impressions and 4.3 billion social engagements, Facebook ads were clicked 29% more often in 2013, and the return to investors was 58% higher than last year.

Paid Facebook ads can be a huge source of traffic that ultimately leads to sales, but only when they’re properly planned and executed.

On average, Facebook News Feed ads have a click-through rate 44x higher, and a conversion rate 5X higher, than right-side ads. And News Feed ads achieve these results at a 67 percent lower cost-per-conversion than right-side ads.

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