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Leveraging Facebook Marketing, Insights and EdgeRank for Small Business


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Short presentation covering Facebook changes to the layout and EdgeRank in the Summer of 2014.

Published in: Marketing
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Leveraging Facebook Marketing, Insights and EdgeRank for Small Business

  1. 1. Leveraging Facebook Marketing, Insights and EdgeRank for Business
  2. 2. Josh Panzer Interactive Marketing Specialist Twitter: @Josh_Panzer
  3. 3. Do you do Facebook?
  4. 4. Agenda • Why Use Facebook for Marketing • Changes • Layout • Edge Rank • Best Practices • Organic Reach • Promoted Posts • Questions
  5. 5. Why Use Facebook for Marketing • Ad Savings: Facebook pages have demonstrated an equivalent, if not greater, level of reach and click throughs at a much lower cost. • Web Traffic: Google Analytics data shows increased back links and web traffic through Facebook posts. • Lead Generation: Do you currently calculate the cost per lead? You can generate leads and calculate your costs versus what is already done. The results are compelling. • Buzz: The secondary social media activity such as Retweets and Likes indicate market awareness and buzz. • Revenue: At the end of the day, business decisions are mostly based on revenue. You can show the correlation between your efforts in social media and the impact to the bottom line.
  6. 6. Visualization Funnel
  7. 7. Changes
  8. 8. New Layout
  9. 9. EdgeRank
  10. 10. EdgeRank • Affinity score: Facebook calculates affinity score by looking at explicit actions that users take such as the strength of the action, how close the person who took the action was to you and how long ago they took the action. • Edge weight: 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: As a story gets older, it loses points because it's "old news." EdgeRank is a running score – not a one-time score. When a user logs into Facebook, their newsfeed is populated with edges that have the highest score at that very moment in time.
  11. 11. Edge Weight and Time Decay • Weight: We • Time Decay: de
  12. 12. EdgeRank 2.0 • Post Types: The News Feed algorithm takes into account the type of posts that each user tends to like. Users that often interact with photo posts are more likely to see more photo posts in the News Feed, and users that tend to click more on links will see more posts with links. • Hide Post / Spam Reporting: Recent “hides” may carry more weight when deciding if a post shows in the News Feed, but those “hides” will have less impact as they decay over time. • Clicking On Ads, Viewing Other Timelines: The News Feed algorithm is completely separate from the algorithm that decides what ads to show, when to show ads, and where to show them. But how a user interacts with Facebook ads can influence what shows in the News Feed.
  13. 13. EdgeRank 2.0 • Story Bumping: Story Bumping bends the “decay” rules by giving older, unseen posts a second chance at News Feed visibility if they’re still getting interaction. • Last Actor: Last Actor puts a premium on recency. Facebook is tracking a user’s most recent 50 interactions and giving them more weight when deciding what to show in the News Feed. This works on a rolling basis, so the value of an interaction will decline after the user has made 50 more recent interactions.
  14. 14. Relationship Settings • Facebook says “We try to extract affinity naturally, but if you go to the trouble to tell us more about your relationships, we will factor that in.”
  15. 15. Best Practices • 7 Good practices for making your Edgerank soar! • 1. Quality Content: Since EdgeRank directly relates to your Engagement Rates, the more engaging your posts are, the more people will see it, and your affinity will continue to increase. • 2. Post Format: Photos and videos have proven to engage most users, but a link to a great story or a clever status can do the job as well. Use Facebook savvy by not creating too long posts, take advantage of questions and call to actions, play with words and fill in blanks,… • 3. Follow the Rules: Breaking the rules has only short-term benefits. The more people report your Page, the more Facebook will penalize your Page which can result in a rapid drop in future reach and cost you the reputation of your brand.
  16. 16. Rule Breakers • Don’t buy Likes • Click Baiting: Don’t Treat Your Fans Like 3-Year-Olds
  17. 17. Best Practices • 4. Post Frequency: More than 90% of Fans never come back to visit the Facebook Page again after Liking it. You want to post enough to maintain fan relationships, but not so much that they are overwhelmed. • 5. Post Timing: You need to find out when your audience generates the most activity. With Insights, you can easily track your most engaging days of the week and hours of the day to optimize your posting strategy based on previous results. • 6. Responding to Fans: Do not forget that social media is a two-way channel. Avoid overwhelming them with advertisements, and create open communication. Every time you respond to a fan, not only are you investing in an actual brand-customer relationship, but you are also investing in the affinity of his/her Friends. • 7. Keep an Open Mind: Measure, analyze, and optimize your strategy, analyze your competitors’, and try different techniques that work for others. Understand that Fans’ behavior will change.
  18. 18. Organic Reach
  19. 19. Organic Reach
  20. 20. Promoted Posts
  21. 21. Promoted Posts
  22. 22. Questions?