At the end of last week, Facebook posted an update within their recently revamped Facebook for Business section, offering a closer look at how the site determines the quality of content it shows in each user’s newsfeed.
According to Facebook, the algorithm which determines the quality of content on the site was constructed, in part, from data collected during an extensive survey of Facebook users.
The survey looked at a number of factors including:
- Is this timely and relevant content?
- Is this content from a source you would trust?
- Would you share it with friends or recommend it to others?
- Is the content genuinely interesting to you or is it trying to game News Feed distribution? (e.g., asking for people to “like” the content).
- Would you call this a low-quality post or meme?
- Would you complain about this content in your News Feed?
Facebook also shared initial results from the newly updated algorithm:
“By showing these high-quality posts higher up in News Feed, we saw a significant increase in interactions (likes, comments, shares) with this content. People in the test group also hid fewer stories overall.”
“These results suggest that this change shows more people higher-quality content and more interesting stories from the Pages they are connected to. We will be rolling out this update to everyone over the next few weeks.”
Bottom Line: While Facebook’s evolving algorithm has certainly been a source of frustration for many, it is clear that Facebook is serious about exposing users to content that is both relevant and interesting to them.
As a small business or organization, this is something you should be paying close attention to. Getting results from sites like Facebook isn’t just about being seen, it’s about being relevant. It’s about offering an experience that rewards your fans for their ongoing support and it’s about being available when they have questions, comments, or even complaints.
Failing to offer an experience that’s relevant to the people who have “liked” your page and chosen to receive updates from your business or organization could result in missed opportunities, damaged relationships, and difficulty showing up in their newsfeed.
Here are some of the other top stories that caught our eye this week…
Facebook has introduced a new way for users to share photos on the social network.
With the new “shared albums” feature, Facebook will now allow multiple users to upload images to the same photo album. The album creator can share access with as many as 50 “contributors,” who can each share up to 200 photos.
The creator of the album can also enable contributors to invite others or take control of the album.
Bottom Line: Photos are already a major part of the Facebook experience, and with this latest update, Facebook is making photo sharing a much more collaborative effort.
It is unclear how shared albums will work for brand Pages, as this feature is currently only available to a small group of Facebook users, but as an individual Facebook user, this could present a new way to share and store your photos online.
You can also involve your employees. Create an album for your business or organization and encourage employees or volunteers to upload photos. You can share these photos on your Facebook Page or even use them in your next email newsletter.
Twitter released a new update this week that makes it easier for users to follow conversations on the social network.
With the latest update to both Twitter.com and Twitter’s mobile apps, conversations between users will be connected using a vertical line. Up to 3 tweets will be shown within your timeline, with the option to click to read the entire conversation.
Conversations can be shared with friends via email from Twitter.
Bottom Line: Twitter is about a lot more than just pushing out content or promoting the things you find most important. It’s about building relationships and making connections online that can grow your business and bring opportunities to your front door.
Take the time to start new conversations and make sure to respond to feedback from your customers, clients or prospects.
According to a recent study from BtoB Magazine, B2B marketers have serious social media marketing plans for the coming year.
The study found that 47 percent of B2Bs plan to have social media be “very involved” or “fully integrated” with their marketing campaigns in the next year. Overall, 96 percent of all respondents said they were currently using social media as part of their marketing strategy.
Bottom Line: The once long-standing belief that social media sites like Facebook and Twitter could only work for brands that sell directly to consumers has been broken down quite a bit in recent years.
B2Bs continue to recognize the potential that these sites have for building client relationships and growing awareness for their products and services, and as a result, they are making a bigger investment in their social media marketing.
What marketing stories caught your eye this week? Let us know in the comments.