Over the past few weeks, I’ve heard increased rumblings around Facebook’s new EdgeRank algorithm. Yes, I can thank Mark Cuban for raising the awareness, but I was first alerted to it two weeks ago when visiting a client. From August to October (Edgerank changes took place in September), their data looks like the following:
Guess who pays $0 in Facebook Ads? It shouldn’t matter, since users “like” the page to get updates and share content, right?
Well, let’s review some facts:
• Your post on Facebook WILL NOT reach all of your fans
• Facebook believes their algorithm (called EdgeRank) will do a better job of providing content that each user wants, rather than allowing each user to opt in themselves (liking a page is fairly irrelevant)
• The only way to get your posts to persist is to pay (remember, their ticker symbol is FB)
I could go on about the “user experience”, but my last name isn’t Zuckerberg, so it makes no difference. But don’t worry Barracuda Networks and Newcastle, I still love seeing the same stale posts that you promote (and I still don’t like your page).
So What’s The Solution? This chart below shows that “smaller pages” actually reach a higher percentage of their fans.
So how do you get “smaller pages”? Start by defining what segments of your business make sense for having their own pages. Do you have multiple brands? What about multiple storefronts? Creating and managing a Facebook Page for each location or brand makes your content more relevant to that audience. More relevance leads to more engagement, which means users will see more posts from your company according to the new manner in which EdgeRank operates.
How are you currently beating Facebook’s new EdgeRank?