#SocialPro #14a @MagsMac
Modern-day Code Breakers
Decoding the Facebook News Feed
#SocialPro #14a @MagsMac
• Started with GeoCities • Sports marketing • Traditional PR
• now? Social media + experience junkie
Maggie Malek Head of PR and Social
#SocialPro #14a @MagsMac
2006
#SocialPro #14a @MagsMac
The one thing that stays the same…
#SocialPro #14a @MagsMac
#SocialPro #14a @MagsMac
timeline Facebook’s News Feed ranking based on feedback from users.
2004
2007
Simple EdgeRank algorithm is launched.
EdgeRank is augmented with a machine-learning
algorithm.
2011
2013
EdgeRank is out. A focus on high-quality content is in.
#SocialPro #14a @MagsMac
timeline
2014
The linked format is introduced, replacing
links in captions.
Facebook cracks down on spammy posts and like-baiting.
Organic reach slows due to emphasis on
Facebook ads.
2015
Facebook’s algorithm favors friend updates and suppresses posts that contain misleading
or false information.
New reactions are considered
likes.
2016
Video-ranking algorithm rolls out.
#SocialPro #14a @MagsMac
• Number of users • Average time on site • Wide range of demographics • Ability to target like a boss
why Facebook matters
#SocialPro #14a @MagsMac
a social ecosystem
#SocialPro #14a @MagsMac
• EdgeRank is the name commonly given to the algorithm that Facebook uses to determine what articles should be displayed in a user's News Feed.
• Affinity score explains the relationship between a brand and each individual fan.
• Every action that a user takes creates an edge, and each of those edges, except for clicks, creates a potential story.
• Each category of edges has a different default weight. • Time decay takes into account how old a story is.
definitions
#SocialPro #14a @MagsMac
#SocialPro #14a @MagsMac
• Global interactions: Facebook now looks at global interactions, which can outweigh personal interactions if the signal is strong enough.
• Story bumping: This bends the decay rules by giving older, unseen posts a second chance at News Feed visibility if they’re still getting interaction.
• Last actor: Facebook considers an individual’s 50 most recent Facebook interactions and uses them to help rank posts in an individual’s news feed. A large amount of weight is given to the last 50 actions of a user. More weight is given to the 10 most recent actions and less weight is given to next 40 actions.
a few new considerations
#SocialPro #14a @MagsMac
Great content
Posting time Edge type Spacing
edges
Strong edge
anchoring Activity Encourage
interaction
Time decay
Weight
Affinity
Last actor
Story bumping
Global interactions
#SocialPro #14a @MagsMac
1. Start with data. 2. Create a content strategy. 3. Experiment, measure, repeat!
our process
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it’s a closed loop
#SocialPro #14a @MagsMac
Step 1: Start with data.
#SocialPro #14a @MagsMac
• What are people searching for in the privacy of their own Google search box?
• What questions are they asking? • What trends are you seeing?
lead with the head
#SocialPro #14a @MagsMac
Use social listening tools to identify key conversation topics.
Facebook Account Connecter
Facebook API Connecter
Facebook Account List
Facebook Insights Query
Facebook Select Post
Facebook List Comments
Facebook List Posts
Connect to API
Connect to Account
List Accounts
Get Insights
Select a Post
List Accounts
Get Comments
#SocialPro #14a @MagsMac
• What are people saying about your product to their friends?
• How are they interacting with your competitors? • What customer service issues are they having? • What type of content gets the most
engagement?
and let the heart provide context
#SocialPro #14a @MagsMac
Step 2: Create your strategy.
#SocialPro #14a @MagsMac
• hero Large-scale, tent-pole events or “go-big” moments designed to raise broad awareness
• hub Regularly scheduled “push” content designed for your prime prospect
• hygiene Always-on “pull” content designed for your core target
you need three types of content
#SocialPro #14a @MagsMac
Step 3: Experiment, measure, repeat!
#SocialPro #14a @MagsMac
Great content
Posting time Edge type Spacing
edges
Strong edge
anchoring Activity Encourage
interaction
Time decay
Weight
Affinity
Last actor
Story bumping
Global interactions
this again
#SocialPro #14a @MagsMac
optimal posting time + edge spacing
#SocialPro #14a @MagsMac
great content + optimal edge type
#SocialPro #14a @MagsMac
strong edge anchoring
#SocialPro #14a @MagsMac
• High organic reach = amplify • Heavy website traffic = amplify • Key cultural moment = amplify
look for opportunities to amplify
#SocialPro #14a @MagsMac
• You can get hyper-targeted. • You can do A/B testing. • Better guide your organic traffic. • You avoid ad-only streams.
leverage Facebook dark posts
#SocialPro #14a @MagsMac
Fail fast. Fail forward.
#SocialPro #14a @MagsMac
Break all of the rules.
#SocialPro #14a @MagsMac
• Chart your course with data, but let your heart lead the way. • Post content slightly before peak times. • Post content every five hours, even through the night. • Use 90-150 characters. • Rally around content that represents who you are. • Convert social sensations into content opportunities.
takeaways
#SocialPro #14a @MagsMac
THANK YOU!
SEE YOU AT THE NEXT MARKETING LAND EVENT!