Understanding the new Facebook algorithms, and how it has affected your business page...by Kristy Sinsara
It was so much more simple in the good ole days...when Facebook business pages were new, and all the rage, and anything you posted would just show up in everyone's news feed, chronologically.
That's certainly not the case anymore. Now life online is all about algorithms. Before I can help you understand how algorithms have changed, I feel like I should first give you an elementary understanding of what in the hell an algorithm even is. (And for the purpose of this blog, we'll stick to Facebook algorithm explanations)
In a nutshell, it's a formula for a calculation. Basically every single time you log into Facebook, an algorithm starts calculating your every move. If you're like me and have maxed out your friendship list at 5,000, then you're talking about hundreds of thousands of posts to calculate from. THEN, Facebook will determine which posts you prefer to see, and from which of your friends; including the type of "posts" and the "type of" friends.
It basically will take what it believes to be your "news feed preferences" and place all posts in that exact order for you, each and every single time you login. It scores the posts you click on, your engagements, per a "personal relevancy score".
For the record, NO ONE actually knows the exact algorithms used with Facebook (it's literally more shut down then KFC's secret recipe), however, there are things we can determine from the changes.
What exactly is Facebook calculating when determining what you see each and every single time you login?
1. WHO POSTED the post you like. If you have certain friends you interact with more than others you are going to see their posts more than others. It doesn't matter if you've "unfollowed" or "blocked" others. If you're not engaging with them, you're losing their posts in your newsfeed.
2. How well other people are engaging with a certain post. If someone posted something that many people are engaging with, it's more likely to show up in everyone's newsfeed. Engagements ARE everything!
3. Next, they're determining the "type of posts" you like the most. Is it photos? Videos? Apps? Content? If you're more likely to watch videos, then videos will more likely show up in your newsfeed more than others.
4. When the post was made. If it's a "highly engaging" post, then it's more likely to show up in your newsfeed even long after hundreds of others posted subsequent to it...
For example, if you're someone who checks Facebook every few minutes, then you're more likely to see the "most recent" posts. However, if you went "dark" for a week or so, then when you signed back on the most popular posts that you missed, while you were offline, will more likely be at the top of your newsfeed.
(Side Tip): One of the things you can do to make sure you're not seeing "Facebook's choice of most popular posts in your network" is simply by clicking your "home" next to your name...and then over in the left hand side where it says "newsfeed" hit the dropdown arrow and click "most recent". Facebook will always reset this back to "most popular". Every single time I log online I change this.
If you ask me, this really all is a bunch of controlling bullshit. I mean seriously can you imagine if your email server did this, and only allowed you to see certain emails it deemed "more likely to be engaged" by you?
So how does any of this affect your business page? Well...A LOT, actually.'
Remember the key to Facebook algorithms is one single word: ENGAGEMENTS.
If your business posts aren't one that gets high engagements then you're very unlikely to pop up into anyone's Newsfeed. So how can you fix this? It's easy...(yet frustratingly created with this answer in mind)... which is: FACEBOOK PROMOTIONS.
Running a good campaign on your Facebook business page can change everything for you. It can definitely help promote your online engagements and put you right back up into people's top Newsfeeds HOWEVER, IF your promotions aren't done correctly, it can also hurt you significantly by causing an "unlike" campaign with your followers.
So...how do you run a good campaign on social media?
Well...THAT's my next blog.
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Kristy Sinsara is the author of "How to Build Your Business Using Social Media", and owner/operator of one of the most exclusive high profile, public relations and social media strategy firms on the West Coast, Echo Social PR.
You can find her online at www.facebook.com/ksinsara or www.echosocialpr.com
Post reach is the number of people who have seen your post. Your post counts as reaching someone when it's shown in News Feed.
The figures are for the first 365 days after a post was created and include people viewing your post on desktop and mobile.
The more your friends engage with you, the more "reach" you'll have, organically. Your "reach" is a quick look into your insights. They will let you know how many people are "liking" your type of content by a quick look on your "reach" through your Facebook page.
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If you've ever been to one of my business building seminars then you're aware of how much I emphasis the importance of knowing your target market.
Who is your target market?
I like to say it's the people you only need to "tell", not "sell". It's those who only need to be "told"...not "sold". Every company has a target, a niche market...a specific audience, a particular demographic, a customer that is looking for them personally. THIS is your target.
Why is knowing your target important? Well - because for one it allows you to start your business without the hustle. Hustling is difficult and sometimes can kill our spirit. Selling to people who want to be sold builds momentum and energy for the next step (which is selling outside of your niche market).
Always start with your target market, as in baseball," win the games you're supposed to win first" - and work your way out from there.
Once you know your target market you can then choose which social media sites you should be utilizing. Businesses targeting women should be considering Facebook and Pinterest over others. Businesses targeting moms should know not to post Monday through Friday at 3pm in the afternoon. All these little statistics help you grow your business in the right direction.
Knowing your target is key, and essential, in building your business foundation correctly.
For those of you who know your target audience - here's ten stats that may help you reach them!
1. 2% of Twitters provide 90% of the content
2. 80% of people on Pinterest are women (more than 1/2 have kids)
3. YouTube reaches more adults between 18-34 than ANY cable network!!
4. Two new members join LinkedIn every second
5. 67% of Twitter users say they’re more likely to buy a brand they follow on Twitter
6. 189 million of Facebook users are MOBILE ONLY
7. Google + adds 25,000 new users every single day
8. 409 million online users read over 14.5 billion blog pages EVERY SINGLE DAY
9. 82% of businesses on social media see an immediate retention and customer loyalty increase
10. Over 2 billion YouTube videos are watched every single day.
Have questions about this blog? Contact me at firstname.lastname@example.org I'm always available via email.
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