Facebook seems to be back at it! Facebook used to have PageRank which was later changed to EdgeRank. These algorithms are used to control bandwidth flow and decide who sees your posts. This means that if you interact (like, comment, or share) with someone, it assumes it’s important for you and your friend to see each other’s posts. Interaction on social media is important because it increases the number of people who see your messages.
On average, 57% of all items in a person’s news feed are read or viewed. If you can increase that number to 70%, your business will benefit tremendously. It’s a numbers game. The more people who see your message, then the better chance you have of selling.
Facebook’s News feed algorithm has removed the “time” factor from posts, and made quality (affinity/weight) the controlling factor. Affinity refers to how your public interacts (like, comment and share); weight is the number of interactions you receive and the type. A comment is lighter than a share, while a comment is more heavy than a reply. A like is the most light of all.
The new algorithm increased interaction to 70% This is a 24% increase. How? How?
What does this all mean for you? This means that quality posts will have a longer tail and provide higher returns. Many people don’t know what constitutes a quality post. These are the three main things you need to keep in mind:
The headline and the image
Let’s take a look at these…
The Headline and Image
David Ogilvy (founder of Ogilvy and Mather) once stated, “If I had nine working days on an advertisement, I would spend eight days on its headline and one on the ad.” Why? Why? The headline is the most important! With today’s visual world, images must be visually appealing. Combining these two elements will get people to click on your headline, visit your blog/website and view or read what you have to say. Make sure your headline is well thought out and that you use powerful images. For feedback, test them with a small number of friends or associates.
Steve Jobs was correct when he stated that Apple must control the experience from beginning to end. The content is important, but if the experience is poor, it is unlikely that the content will be read. When a visitor clicks on your hyperlink and visits your website, they should find it to be high-quality, soothing, inviting, and well-thought-out. They should feel that this is a really nice website. The colors are appropriate (blue is trust and integrity, brown is commitment, red signifies passion, and green signifies health and money). The images are striking and elicit an emotional response. The text is friendly and easy-to-read, and the overall experience is warm. They will now be open to reading what you have to share, subscribe to your blog, and possibly even consider purchasing something.
The content is the most crucial part of the equation. There are no shortcuts here. It must be clear and well written for grammar, voice, and attitude. It should inform, entertain, and help. It should be written well to move people to take action and share your content. Your message won’t get across if you don’t do the first two properly.
Take the time to review what you have been posting. Think about this: “Would I read my posts if I didn’t know the company or me?” If so, why not? Are you sure your website is everything you could want? Are you able to use it from both a marketing and user perspective? Are you able to make your content interesting and useful? If you are, congratulations!
Facebook is just one channel that you can use to reach your audience. You still have to attract them! How can you make your message stand out from the rest? It doesn’t matter if someone posts for business or pleasure, your message will compete for attention. Your posts will be noticed if you are known for your quality. They will resurrect every time they do. This will reach deeper into Facebook’s long tail and increase your website visitors. What is the best way to get a LIKE?