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September '12 Facebook Impressions Drop

September '12 Facebook Impressions Drop

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Published by Nichole Luna
On September 20th, Facebook altered its algorithm, EdgeRank, which determines what content appears on users’ News Feeds. The changed centered on brand page posts in an effort to show users content in which they would most likely have an interest.

Several Facebook page administrators reported as much as a 40-­‐50% decrease in the reach of their organic (unpaid) page posts, causing concern within the social marketing community. While a Facebook spokesperson told Adweek that, “we’re continuing to optimize News Feed to show the posts that people are most likely to engage with,” the social media company
has not been overly forthcoming with further details or clarification.1
On September 20th, Facebook altered its algorithm, EdgeRank, which determines what content appears on users’ News Feeds. The changed centered on brand page posts in an effort to show users content in which they would most likely have an interest.

Several Facebook page administrators reported as much as a 40-­‐50% decrease in the reach of their organic (unpaid) page posts, causing concern within the social marketing community. While a Facebook spokesperson told Adweek that, “we’re continuing to optimize News Feed to show the posts that people are most likely to engage with,” the social media company
has not been overly forthcoming with further details or clarification.1

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Categories:Types, Research
Published by: Nichole Luna on Nov 19, 2012
Copyright:Attribution Non-commercial

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01/07/2015

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1
SeptemberFacebookImpressionsDrop
Overview
OnSeptember20
th
,Facebookaltereditsalgorithm,EdgeRank,whichdetermineswhatcontentappearsonusers’NewsFeeds.Thechangedcenteredonbrandpagepostsinanefforttoshowuserscontentinwhichtheywouldmostlikelyhaveaninterest.SeveralFacebookpageadministratorsreportedasmuchasa40-50%decreaseinthereachoftheirorganic(unpaid)pageposts,causingconcernwithinthesocialmarketingcommunity.WhileaFacebookspokespersontoldAdweekthat,“we’recontinuingtooptimizeNewsFeedtoshowthepoststhatpeoplearemostlikelytoengagewith,”thesocialmediacompanyhasnotbeenoverlyforthcomingwithfurtherdetailsorclarification
.
1
RumorHasIt
ManytheorieshaveemergedastotheactualreasonbehindFacebook’sNewsFeedalgorithmchange.Afewrumorsare:
>
 
It’saploytomakebrandsbuyintoFacebook’s“sponsoredstories,”whicharepoststhatbrandspayFacebooktopromote.
2
>
 
Thechangecenteredonbrandpagepostsinanefforttoreducetheclutteronmobileandtabletplatforms.
2
>
 
“ThisisFacebookdoublingdownandadmittingthattheyreallydon’thaveanyinterestinbrandshavingarealrelationshipwiththefansthey’veaccumulated.”
3
EngagementStaysSteady
Intheexchangesoverthisissue,animportantfactorhasoftenbeenleftoutoftheconversation:brandpageengagement,ortheamountofclicks,likes,sharesandcommentsgeneratedbyapost.Seebelowforatotallookatfiveconsumer-facingbrandpages,fourinthemanufacturingsectorandoneinfinancialservicesduringthemonthofSeptember.
No.OfPostsCommentsLikesSharesTotalImpressionsOrganicImpressionsViralImpressionsTotals
-1%-15%4%12%-41%-36%-50%Thesenumbersshowthatdespitetheplummetintheimpressionsandreachofbrandpageposts,engagementhaseitherheldsteadyorincreasedinmanycases.Inshort,whilepostsweredownforthesetofpagesthatweanalyzed,totalengagementactions(likes+comments+shares)actuallyincreased.
PostsEngagementActionsImpressions
-0.5%3.0%-40.9%
Conclusion
DespiteFacebook’salgorithmchangethatledtoadropinimpressionsandreachofbrandpageposts,engagementamongmanybrandsinSeptemberremainedsteadfast.Thisdemonstratesthatbrandmessagesarestillbeingconveyedtotheusersthataremostlikelytoengagewiththecontent.Thischangeunderscoresthatengagementnotimpressionsshouldbetheprimaryconcernofabrandengagedinsocialcontentmarketing.Inshort,thecultivationofahealthybrandcommunitywillprovidestabilitythatwilllastthroughFacebook’stweaksandchanges,andwillgainexposurebyorganicallysharingcontent,notthroughshort-livedchannelimpressions.

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