Friday, October 31, 2014

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Facebook Metrics Update

by fouts

know your fansSome important changes are taking place on Facebook around the way the site measures how popular and therefore worthy of being seen by your fans your posts are. We’ve been saying for years that the quality of the content your produce is more important than quantity, and it seems Facebook agrees. Edgerank, the algorithm Facebook previously used to measure value, is being revised. Now they’re calling it the “Newsfeed Algorithm”.

The old Edgerank was based on 3 elements. Affinity, Weight and Time decay.

  • Affinity is affected by how users interact with your content. Likes, comments, shares and clicks are all ways to show affinity
  • Weight is the value of those actions. For example a comment has more weight than a like.
  • Time decay basically means that the older the post the less valuable it is and therefore it doesn’t need to be shown

The new algorithm leave out the time decay portion and focuses more on the interactions. In fact, if an older post starts to get some new comments it can actually rise to the surface and appear again in people’s news-feeds.

According to Facebook it’s like this:

  • The News Feed algorithm responds to signals from you, including, for example:
  • How often you interact with the friend, Page, or public figure (like an actor or journalist) who posted
  • The number of likes, shares and comments a post receives from the world at large and from your friends in particular
  • How much you have interacted with this type of post in the past
  • Whether or not you and other people across Facebook are hiding or reporting a given post

Early data suggests the new algorithm is increasing interaction rates. Most people scan their newsfeed quickly and miss a lot of posts. When those posts are re-introduced to the newsfeed again users have more opportunity to interact with them.

Facebook sez:

Previously, people read 57% of the stories in their News Feeds, on average. They did not scroll far enough to see the other 43%. When the unread stories were resurfaced, the fraction of stories read increased to 70%.

Time will tell how this works for you, but my advice is to keep creating high quality content and encourage your fans to comment and share!

 

 

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  • Megan Keane

    Janet, thanks for the lowdown on the latest changes in Facebook metrics. I like that the change also emphasizes the importance of your interactions with your community. The conversations you have with community members will be more prominent in the news feed. Content is key, but so is conversation!

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