decoding the facebook news feed by maggie malek

#SocialPro #14a @MagsMac

Modern-day Code Breakers

Decoding the Facebook News Feed

#SocialPro #14a @MagsMac

•  Started with GeoCities •  Sports marketing •  Traditional PR

• now? Social media + experience junkie

Maggie Malek Head of PR and Social

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2006

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The one thing that stays the same…

#SocialPro #14a @MagsMac

#SocialPro #14a @MagsMac

timeline Facebook’s News Feed ranking based on feedback from users.

2004

2007

Simple EdgeRank algorithm is launched.

EdgeRank is augmented with a machine-learning

algorithm.

2011

2013

EdgeRank is out. A focus on high-quality content is in.

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timeline

2014

The linked format is introduced, replacing

links in captions.

Facebook cracks down on spammy posts and like-baiting.

Organic reach slows due to emphasis on

Facebook ads.

2015

Facebook’s algorithm favors friend updates and suppresses posts that contain misleading

or false information.

New reactions are considered

likes.

2016

Video-ranking algorithm rolls out.

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•  Number of users •  Average time on site •  Wide range of demographics •  Ability to target like a boss

why Facebook matters

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a social ecosystem

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•  EdgeRank is the name commonly given to the algorithm that Facebook uses to determine what articles should be displayed in a user's News Feed.

•  Affinity score explains the relationship between a brand and each individual fan.

•  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 takes into account how old a story is.

definitions

#SocialPro #14a @MagsMac

#SocialPro #14a @MagsMac

•  Global interactions: Facebook now looks at global interactions, which can outweigh personal interactions if the signal is strong enough.

•  Story bumping: This bends the decay rules by giving older, unseen posts a second chance at News Feed visibility if they’re still getting interaction.

•  Last actor: Facebook considers an individual’s 50 most recent Facebook interactions and uses them to help rank posts in an individual’s news feed. A large amount of weight is given to the last 50 actions of a user. More weight is given to the 10 most recent actions and less weight is given to next 40 actions.

a few new considerations

#SocialPro #14a @MagsMac

Great content

Posting time Edge type Spacing

edges

Strong edge

anchoring Activity Encourage

interaction

Time decay

Weight

Affinity

Last actor

Story bumping

Global interactions

#SocialPro #14a @MagsMac

1. Start with data. 2. Create a content strategy. 3. Experiment, measure, repeat!

our process

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it’s a closed loop

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Step 1: Start with data.

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•  What are people searching for in the privacy of their own Google search box?

•  What questions are they asking? •  What trends are you seeing?

lead with the head

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Use social listening tools to identify key conversation topics.

Facebook Account Connecter

Facebook API Connecter

Facebook Account List

Facebook Insights Query

Facebook Select Post

Facebook List Comments

Facebook List Posts

Connect to API

Connect to Account

List Accounts

Get Insights

Select a Post

List Accounts

Get Comments

#SocialPro #14a @MagsMac

•  What are people saying about your product to their friends?

•  How are they interacting with your competitors? •  What customer service issues are they having? •  What type of content gets the most

engagement?

and let the heart provide context

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Step 2: Create your strategy.

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• hero Large-scale, tent-pole events or “go-big” moments designed to raise broad awareness

• hub Regularly scheduled “push” content designed for your prime prospect

• hygiene Always-on “pull” content designed for your core target

you need three types of content

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Step 3: Experiment, measure, repeat!

#SocialPro #14a @MagsMac

Great content

Posting time Edge type Spacing

edges

Strong edge

anchoring Activity Encourage

interaction

Time decay

Weight

Affinity

Last actor

Story bumping

Global interactions

this again

#SocialPro #14a @MagsMac

optimal posting time + edge spacing

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great content + optimal edge type

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strong edge anchoring

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• High organic reach = amplify • Heavy website traffic = amplify • Key cultural moment = amplify

look for opportunities to amplify

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• You can get hyper-targeted. • You can do A/B testing. • Better guide your organic traffic. • You avoid ad-only streams.

leverage Facebook dark posts

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Fail fast. Fail forward.

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Break all of the rules.

#SocialPro #14a @MagsMac

•  Chart your course with data, but let your heart lead the way. •  Post content slightly before peak times. •  Post content every five hours, even through the night. •  Use 90-150 characters. •  Rally around content that represents who you are. •  Convert social sensations into content opportunities.

takeaways

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THANK YOU!

SEE YOU AT THE NEXT MARKETING LAND EVENT!