Tag Archives: Twitter

5 Ways to Gain an Edge & Be Seen in Facebook News Feed

Most discussions regarding best practices for a successful Facebook marketing strategy consider the importance of various factors (audience growth, the efficacy of Facebook ads, how to make the appearance of your page attractive to users, and various techniques to persuade them to ‘like’ you, etc), but one crucial marketing tool within the Facebook platform is often overlooked: The Facebook News Feed.

90% of Fans Don’t Come Back After ‘Like’

A blog post on the Social Media Examiner recently revealed that an overwhelming percentage (close to 90%!) of users don’t return to a fan page after they click ‘like’, meaning their interaction with you comes mostly from what shows up on their home page once they’ve logged in. Now, considering that a user has the ability to like up to 5,000 different pages, it’s never been more important that your posts are engaging enough to break through the clutter.

Have you ever noticed how you may have 2,000 friends, but the same people show up in your news feed on a daily basis? Not exactly a coincidence. Facebook uses an algorithm called EdgeRank to determine which posts will interest you the most, and displays them under the default tab view ‘Top News’. In other words, the higher your EdgeRank, the more likely you are to show up in your fans’ ‘Top News’. Of course, increased visibility leads to more engagement which, in turn, makes your page all the more valuable as a marketing tool.

How EdgeRank Works

EdgeRank considers everything posted on Facebook an ‘object’, whether it is an image, video or simply a status update. Every object is given a ranking, determined by the combination of 3 different factors:

1. Affinity- This score is determined by the relationship between the post creator (you) and a user (your fans). Since it’s determined by the level of interaction each fan has with your content, this score can be different for every fan of your page. In other words, a user who interacts more frequently with your updates is more likely to see you in their news feed as opposed to someone who hasn’t interacted since they ‘liked’ your page.

2. Weight- Every object is given a different weight, determined by how engaged a user has to be to interact with it. We know, for instance, that photos are given a higher weight since commenting on them requires more effort from a user than simply clicking ‘like’ on a status update. An object with a higher weight score is more likely to show up in a news feed.

3. Relevancy- Facebook updates the news feed in real time, so the longer it’s been since you’ve posted, the less likely it is for the post to show up in a fan’s news feed.

5 Tips To Raise Your EdgeRank Score

Facebook won’t divulge all its secrets, so a specific understanding of the EdgeRank algorithm is not for us to know, but following are a few examples of ways you may be able to raise your score.

1. Ask Questions!- According to Buddy Media, fans equate the ‘like’ button to reply in the affirmative, so using the word ‘would’ generates a lot of interactions when used in posts. Yes or No questions work great for quick interactions, but asking fans for their opinions not only garners a response, but engages fans more since you are showing them that what they have to say matters to your brand.

2. Post Photos & Videos– Photos and videos have more weight than other objects in terms of EdgeRank and provide a great way to interact with fans. At Pertnear, we often post a picture of a famous landmark or favorite dinner item from a local restaurant on our destination pages and ask fans ‘where are we?’. Playing these types of games is not only fun (for both the fans and for us!), but reminds them why they are fans and encourages them to share their experiences. In the example below, we posted a picture of the iconic Harbour Town Lighthouse on our Hilton Head Island – TravelTell page and received a great response from fans telling us how they wished they were there and reminiscing about the great times they’ve had at the Harbour Town Marina.

3. Interact with Engagement- Remember that the conversation you’re having with your fans goes both ways. When they ask questions, respond. If they say something negative about your business under a status update, try to fix it by asking them what you can do to rectify the situation. The more interaction there is on an object, the higher your affinity score and the more likely your posts are to show up in the news feed.

4. Include a Call to Action- We preach a lot to our clients about not posting ‘pushy’ promotions too often on their pages, since it can undermine the relationship you’re trying to establish on such a social platform. Just like in general business when you’re trying to make a sale, you want to let the potential customer do most of the talking. But, that doesn’t mean you can’t be explicit in letting your fans know exactly what you want them to do. Ask for ‘likes’ and comments about new product/service ideas you may have, or direct them to an exclusive offer they can only find on a tab on your page. This can often drive much more interaction, which of course, raises your EdgeRank score at the same time and gives you a higher probability of being visible on your fans’ feed.

5. Relate to Current Events- We mentioned before that the news feed is constantly updated in real time. The more recent your post, the more likely it is that it will have a place there. Additionally, social media has been an important resource for people seeking the most up to date information about breaking news (See how Twitter broke a record after Osama bin Laden’s death here), so incorporating current events only encourages more interaction, and also a place in your fans’ news feeds.

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Social Media: The Best Source For News?

Osama bin Laden is dead; New York celebrates a...

Image by Dan Nguyen @ New York City via Flickr

At 11pm ET on Sunday, I found out through a text message (from my mother, nonetheless), that Osama Bin Laden was killed. Did I switch from the movie I was watching to CNN? No, I did not. Did I log on to a breaking news site on my computer? Nope, didn’t do that either. I instinctively checked my Twitter timeline and only then was this information confirmed for me. Then I turned on the news.

Tweets Top 3,000 Per Second

Apparently, I was not alone in resorting to social media for the most up-to-date info regarding an historical event. Twitter says that between 10:30pm- 12:30am ET on Sunday, Osama’s death generated an average of 3,440  tweets per second! From the time of the first tweet mentioning his death (debatable) and the official confirmation from the White House (11:35pm ET), an hour had passed. In social media, an hour might as well mean forever.

Social Media > Traditional Media as a News Source?

So, questions abound regarding the implications that ‘Twitter having it first’ has for social media. Will Twitter take over the NYTimes and CNNs of the world? Has everyone become a reporter in their own right these days? Have our televisions and newspaper subscriptions suddenly become such a thing of the past that we should feel… embarrassed for having them? Maybe not the latter quite yet, but yes, social media–Twitter included–will at some point become the most credible way of getting the news. It’s clear that social media is an essential way to inform yourself, especially after this past weekend’s events, and just because what people tweet does have a propensity to be exaggerated, Twitter as a news source is indispensable nevertheless.

Credibility of Mediums

Still, some call it ‘nonsense‘ that recent industry headlines read how Twitter broke the news of Osama Bin Laden‘s death.  Until something is confirmed by credible sources, we have no way of knowing it’s true. Well, everyone knows that you can’t believe everything you read. Yet I, like thousands of others, turned to social media for more information…first.

Why I Turned to Twitter

For me and thousands of others, Twitter did break the news. Sure, it wasn’t confirmed yet at the time, but that’s not the point. Why? Because it doesn’t get any more ‘real time’ than social networks. The point is that I wanted to be in the know, regardless of if the news had been confirmed or not. The dissemination of news on Facebook and Twitter simply spreads at a significantly faster rate, and reading tweets from many people as opposed to one news station’s updates was more valuable for me.

We turn to social media not because it trumps traditional news organizations in credibility (yet) but because that’s where we know people are talking. My generation (Generation Y) has been conditioned to constantly be in the know–information is at our fingertips, we know how to find it all and most importantly, we want it instantly. I’m not getting rid of my TV just yet and yes, I do recognize a newspaper when I see one, but for me, the news that many of us have been waiting to hear for nearly a decade was affirmed to me on Twitter. After checking my tweets, of course I turned on my TV to tune into President Obama’s announcement, but Twitter gave me the information I wanted to know to be ready for what he had to say. Social media is essential in how information is obtained and shared, and as a vehicle for its dissemination, its role will only become increasingly important.

How did you find out about Osama’s death?

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The Power of Social Media During Disaster

Yesterday’s devastatingly destructive tornadoes in the US’s Southern states got us thinking about the power of social media during times of disaster. Not only are platforms like Facebook and Twitter the fastest way to disseminate information to the greatest amount of people in the most efficient manner, but in the case of power outages that often result from severe storms, the various applications available on your mobile device may become one of your most valuable assets.

Michelle Lepianka Carter

Facebook users in the threatened areas posted status updates alerting their family members of their conditions and countless photos and videos of the tornadoes themselves, as well as the destruction they left behind. News and weather stations across the Twittersphere added specific hashtags to make it easy for followers to find information updates as fast as possible.

While social media may have saved many lives during recent disasters, just as impressive is the way it is used afterwards for various relief efforts and support for victims. After Japan’s rattling Earthquake on March 11, 2011, various celebrities tweeted to urge millions of followers to text RedCross to make a donation. Likewise, Lady Gaga created a Japanese Prayer Bracelet with which she raised close to $125,000 in just two days after tweeting for support to her 9 million followers.

Last night, a native of Auburn, AL initiated a support page on Facebook entitled Toomer’s for Tuscaloosa, where Auburn University’s biggest fans came together in support for the hometown of their biggest rivals. At the time of this post, that page has grown to over 35,000 fans and serves as a place for words of encouragement and a resource for those wishing to aid in relief for all those affected in the state of Alabama.

At the time of the 2009 flooding in Atlanta, GA, a hotel client had just enlisted Pertnear’s services to grow their Facebook page. Despite not being located in Atlanta, they wanted to show their support after hearing those lucky enough to have access to the Red Cross were standing in line for hours for fresh water. They knew Facebook would be the most effective way to gather support, but lacked an  audience big enough to make a difference. A strategy was devised to grow their audience and give to the flood relief efforts simultaneously. For every fan they accumulated from Pertnear’s TravelTell Network, a water bottle was donated to Red Cross. After two days, they had grown their page from a few hundred to 3,000 fans and donated 10,000 water bottles to the Atlanta area.

Text REDCROSS to 90999 to donate $10 to those affected by the recent tornadoes in Alabama, Mississippi, Georgia, Tennessee and Virginia. Charges will be applied to your wireless bill.