The Good, the bad, and the Ugly... What businesses need to know about using Facebook effectively. We cover the Newsfeed, Edgerank, Facebook Ads, Best Practices, and more.

1. Facebook Update
July 16, 2015

2. The purpose of this meeting is to inform and introduce
technology to Chamber members, not necessarily to give
a complete education on the topics discussed.
Some of the technologies discussed are quite often
available through Chamber member companies, including
several of the volunteers in the subcommittee. Other
topics are presented as classes by the Chambers.
If you would like to discuss any of these topics more in-
depth, please contact one of the subcommittee members
after the meeting and we’ll get you in touch with the best
contact for your interest.
Mission

3. Sub-Committee
Chamber Member Companies working together to
bring you the information on the technological topics
that interest you and can benefit your business!
Co-Chairman
Ken Tucker, Changescape Web
Mark Peimann, EPC Computers
Andy Kastrup, ProTronics Technologies, Inc.
Art & Candy Zemon, Hen’s Teeth Network
Beth Richter, ProTronics Technologies, Inc.
Don & David Weir, Managed Computer Services
Paul Barthel, Minuteman Press
Randy Downs, Independent Consultant

4. “Like” our Facebook Event
facebook.com/STCCTechComm

8. Collect Curate Create Share Engage
Social Media System
Hootsuite
Feedly
Talkwalker
Diigo
Pulse
Feedly
Scoop.it
Newsle
Word Swag
Canva
List.ly
Visual.ly
Hootsuite
Feedly
Buffer
Nimble
Groups
Contactually

9. Why Have a Facebook Page?
Professional Image
Only Way to Advertise on Facebook
Potential SEO Benefits
Good for Know and Like
Important Component for Lead Generation/Nurturing

10. “Of the 1,500+ stories a person might see whenever they log onto
Facebook, News Feed displays approximately 300.” Source: Facebook
Newsfeed and Reach

11. Where:
∑ – The sum of each individual edge. An edge is a
story that can show up in your News Feed, like
a status update, comment, Like, tag, and so on.
u – The affinity score. This is the factor that weighs how
close you are with the person doing the
posting. If you frequently interact with the person posting,
have several mutual friends, or are related, Facebook is
more likely to give that content a higher weight.
w – The weight for this edge. Not all actions are
considered equal in the eyes of Facebook’s algorithm.
For example, a friend creating a status update would carry
more weight than someone simply liking a status update.
d – The time decay factor. As a posts gets older, it’s more
likely that it has already been seen or that it is
no longer as relevant. Facebook remedies both of
these problems by taking the age of the post into
consideration.
Source: socialsprout
Edgerank

12. History: EdgeRank for the Newsfeed
 Aug. 23, 2013: Facebook Enforces Quality
 Dec. 2, 2013: Facebook Breaking News
 Jan. 21, 2014: The Importance of Text Updates
 Feb. 24, 2014: Tagging for Additional Reach
 Aug. 25, 2014: The Fall of Click-Bait
 Sept. 18, 2014: Taking Advantage of Trends
 Nov. 14, 2014: Penalizing Promotional Posts
As a Business, you don’t control the Facebook newsfeed
Source: socialsprout

13. Users can prioritize Facebook friends and pages…
Make sure to select “See First” for the Changescape Facebook page
• Can choose only 30 friends and Pages to prioritize
• Can tell their updates apart (star in upper right corner.
• Only after you’ve gone through the updates from
your “See Firsts” will the regular old algorithm-
driven Newsfeed take over.
NEW: Newsfeed Control

14. The biggest arguments against the Edgerank algorithm have been from brands.
The biggest argument from brands fits this general idea: they are, and have been
in the past, encouraged to spend their Facebook ad dollars promoting their
Pages to increase their followings. This made sense in the past.
Brands would pay Facebook to increase their follower numbers, and
every time they created an organic post their followers would see it.
But now that these Facebook algorithm updates have seriously cut into the
amount of organic reach a Page’s posts get, these advertisers feel like
they’ve invested into their social followings for nothing. Even
brands that never spent a dime creating a following dislike Edgerank
because they find it difficult to reliably reach their audiences.
Source: socialsprout
Edgerank for Brands

15. Facebook Ads

16. Best Practices
• Mention and Tag a person, page, or group
• Post Evergreen Content (longer lasting)
• Post Pictures, Infographics, Videos and Links
• Determine best time to post
• Target and Advertise
• Get Recommendations
Facebook Reviews Now Get You Rich-Snippet
“Review Stars” in the Local Search Results

17. Good Likes and Detrimental Likes
Facebook Ads – Keep in Facebook or Take outside of
Facebook?
Use 3rd Party Apps or not? Does it hurt EdgeRank?
Upside and Downside of Scheduled Posts
Upside and Downside of Posting to Multiple Social Media
The Value of a Page Like
Discussion (starter)

18. Ask a Techie

19. July 16
Presented by:
Please fill out your survey & drop it in the box before you leave
Art & Candy
Zemon
Mark Peimann
Ken Tucker Andy Kastrup
Beth RichterPaul Barthel
Randy Downs
Independent
Consultant
Facebook Update

20. Upcoming Events
Next Month’s TechComm Topic
August – Visual Marketing
(Instagram, Pinterest, YouTube)