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.
Love this blog? Have questions? Ask me here...and SHARE THIS ON FACEBOOK!
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