September 9, 2013

Facebook tweaks news feed to spotlight more quality content

newsfeed

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, journalists, marketing professionals, Facebook administrators.

John HaydonFacebook recently updated its news feed algorithm to feature organic content that’s more relevant to each user.

The news feed is where the vast majority of the action happens. So your organization should take steps to make sure you’re showing up in the new feeds of your fans.

Some of the factors that Facebook is using to decide which posts to display include:

  • Content that is timely and relevant
  • Content from a source the user trusts
  • Content that isn’t trying to game the news feed (for example, asking for people to like the content)
  • Content the user wouldn’t view as a low-quality meme
  • Content the user wouldn’t complain about seeing

Continue reading

November 10, 2011

What Facebook’s hybrid News Feed means for engagement

Ticker and News feed

5 tips to help you take advantage of Facebook’s twin feeds

Target audience: Nonprofits, NGOs, cause organizations, social enterprises, brands, social media managers, Web publishers, individuals.

John HaydonFacebook’s enhanced News Feed and Ticker has changed the engagement game for Facebook Page admins. And those who know the rules of the game will be able to get more results simply by shifting strategy.

Facebook now has two News Feeds

Facebook users now have two News Feeds in one — the Ticker and the main News Feed (see image above).

The main News Feed is similar to what we’ve been used to, but “Top Stories” and “Recent” stories are more prevalent. The “Ticker” on the right is a Twitter-like feed of stories published by a user’s Facebook friends. These News Feeds present content in very different ways:

  • The Main News Feed – This includes stories by friends and Pages you’ve liked. “Recent” is simply posts in reverse chronological order. What appears in “Top Stories” is entirely determined by Edgerank.
  • The Ticker – This includes only stories by friends. Your Page only gets exposure if a user is “Talking About” your Page.

How the two News Feeds impact Facebook Pages

According to EdgeRank Checker, soon after Facebook tweaked the News Feed, impressions (the number of times a story is displayed throughout Facebook) were down 25%, but likes and comments were up by 9% and 21% respectively.

This makes sense because when a user engages with your Facebook Page, the Ticker pushes it to all of their friends. Likes and comments can also increase if users see your Page story in their main News Feed.

How to shift your strategy

There are at least five ways you can tweak your current Facebook Page strategy to take advantage of the new News Feed:

  1. Increase your post frequency. To make up for the overall decrease in impressions, post more frequently. Make sure you use Insights to determine how many posts per day work best for your Page.
  2. Create even more engaging content. Posts that have a high EdgeRank will now remain in the News Feed longer.

Continue reading

February 7, 2011

How nonprofits can take charge of Facebook’s news feed

EdgeRank-Checker
New tool: The EdgeRank Checker app shows how well your Facebook Page is performing.

 

It’s the heart & soul of Facebook — and few people understand it

Target audience: Nonprofits, cause organizations, NGOs, government agencies, educators, Web publishers, journalists, individuals. Also see Part 2: 15 ways to increase your Facebook stature

JD LasicaOver the years, Facebook has become a central part of our online social presence — for nonprofits, organizations and our personal brands.

So why do so many nonprofits and organizations know so little about how the heart and soul of Facebook actually works? I’m referring to the Facebook News Feed, featured in a Chevy Cruze commercial in the second quarter of yesterday’s Super Bowl.

In this series, we’ll offer tips on how to use Facebook much more effectively as a professional by taking charge of your News Feed. We’ll dissect Facebook’s secret sauce, called EdgeRank, to help you build authority with the right touch, tools and tactics. And we’ll give you tips on how to expand your organization’s reach and influence on Facebook.

How Facebook’s news feeds work

Facebook is far more than a social network: It’s also a personalized news network powered by a highly dynamic engine that’s personalized, relevant and timely. The crown jewel of this dynamic landscape is the News Feed. The News Feed consists of the content continually fed into the center column of your home page from people and Pages you follow on Facebook. You’ll see status updates, photos, photo tags, videos, friend requests, event RSVPs and group memberships.

Facebook’s news feeds have evolved significantly since the first one was introduced in 2006. With close to 600 million members, Facebook handles billions of individualized feeds — an impressive feat of engineering, if you to stop to think about it. Some members may not realize it, but the news stream you typically see on your page displays only a small portion of the updates posted by your Facebook friends.

A few weeks ago Facebook tweaked the Most Recent feed. Now you have the option to display photos, Page updates & posts on Friend Lists.

Your News Feed comes in two flavors:

Top News contains what Facebook calls “the most interesting content that your friends are posting.” This filtered feed is the default view on Facebook (until you change it), and Facebook said in late 2010 that more than 95 percent of its nearly 600 million members using the Web interface see the site through this prism. (This figure doesn’t count members using mobile apps and third-party apps.)

Most Recent shows you “all the actions your friends are making in real-time,” Facebook says (though that’s not literally true, as we’ll see below). On Dec. 22, with little fanfare, Facebook updated the Most Recent feed, giving you more filter options, including just photos, just updates from Pages, and posts from the Friend Lists you create. Pretty cool! Continue reading