News feed optimisation - The Real Adventure, Bristol

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As Facebook Page owners, we need to optimise our content and behaviour to make the best use of Facebook's EdgeRank algorithm.
At The Real Adventure, we call this 'News Feed Optimisation' (NFO), but how do we do it?

To get in touch with us, just visit http://www.realadventure.co.uk/contact

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News feed optimisation - The Real Adventure, Bristol

  1. 1. How do we maximise our Reach on Facebook?Optimising our content for Facebook’s News Feed and EdgeRank Algorithm
  2. 2. Firstly, why is iteven necessary tooptimise ourcontent? A Creston Communications company
  3. 3. 10%Well, only of fans ever revisit a Facebook Page that they ‘like’.* Social Media Examiner, May ‘12 A Creston Communications company
  4. 4. As such, we need to be visible in theirNews Feed. This means that we’refighting against posts from their friends,relationship status updates from theirSisters, embarrassing photos fromFriday night and posts fromother brands! A Creston Communications company
  5. 5. If that sounds difficult, that’s because it is! It’s sodifficult that the average branded Facebook Pageonly reaches 16% of their audience with any given post. * Facebook Timeline Webinar, April ‘12 A Creston Communications company
  6. 6. So, we have towork with Facebook todeliver our messages toas many people as possible A Creston Communications company
  7. 7. The best way to do that (withoutpaying for media) is to use what we know about Facebook’s EdgeRank algorithm when constructing our content plans. EdgeRank is the formula which decides what you see in your News Feed A Creston Communications company
  8. 8. EdgeRank is most simply explained as: ∑uₑwₑdₑ uₑ - Affinity score between viewing user and content creator wₑ - Weight for this type of content dₑ - Time Decay factor based on how recently the content was posted A Creston Communications company
  9. 9. Being marketeers, we have a name for this process of refiningour posts to fit Facebook’s formula.We call it... News Feed Optimisation! (Or NFO for short) A Creston Communications company
  10. 10. So how can we use NFO to our advantage? A Creston Communications company
  11. 11. Affinity (uₑ)- Prompt engagement by giving people a reason to interact- Talking about what interests our audience and offer themrelevant chat/competitions- Respond to every question asked, like or comment on every userpost to promote genuine affinity with the brand A Creston Communications company
  12. 12. Weight (wₑ)- Vary the type of content you post (photos, videos, links, text-only), but favour photo posts when in doubt- Be selective & only post what’s of real value to your fans- Short posts drive ‘shallow’ engagement in high numbers, souse longer posts, but only sparingly A Creston Communications company
  13. 13. Time Decay (dₑ)- Find out when your fans are online and time your postsaccordingly- Fridays drive the highest reach on Facebook, when people arelooking for a bit of fun, so be the one to give it to them!- Topical (not to be confused with ’controversial’) posts work well, as relevantconversation drives engagement A Creston Communications company
  14. 14. Appendices A Creston Communications company
  15. 15. Links to further contentSam’s post on our blog:www.realadventure.co.uk/social/news-feed-optimisation-impact-real-time-facebook-insightsInside Facebook’s blog post:www.insidefacebook.com/2011/12/27/edgerank-and-graph-rank-defined A Creston Communications company
  16. 16. Get in touch if you’d like to talk! Sam Beament Social Media Specialist sam.beament@realadventure.co.uk 0117 244 0814 @beamo Dan Limb Social Media Manager dan.limb@realadventure.co.uk 0117 244 0803 @dhlimb A Creston Communications company

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