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Story Bumping on Facebook
A little more than a month ago, Facebook altered its algorithm EdgeRank enabling stories that obtain more comments, likes and shares to be “bumped” to the top of the news feed. Facebook Story Bumping has already been integrated into virtually all of its desktop users and is currently being revised for its mobile users.
How will Story Bump affect my Facebook news feed?
Story Bump targets highly engaged posts that you probably would not have seen when they were originally published and pushes them to the top of your news feed. Let’s just say you are scrolling through your news feed and view the last 100 posts. As you know, posts #101, 102, etc. will not be viewed. However, if post #101 happens to be a highly engaged post receiving lots of comments, shares and likes then hours later that post would be displayed at the very top of your newsfeed.
Back in July Facebook was testing Story Bump with 7,000 of its active daily users. One thing they noticed, there was a five percent increase in stories seen from friends, an 8 percent increase in stories seen from pages, and a jump from 57 to 70 percent in overall stories read!
Facebook Post Targeting
Recently, Facebook introduced Facebook Post Targeting which enables users to fragment your content on Facebook. Click the GPS icon (See red arrow).
This incredibly valuable new feature enables Facebook marketers to target their fans based on gender, relationship status, educational status, interested in, age, location, and language. This is in stark contrast to the past when marketers could only send blanket stories to all of their fans. Having the ability to dissect your fans and send out targeted content to select visitors should prove to be a value tool in enhancing your brand and expanding your fan base.
The Value of Facebook Likes, Comments and Shares has just Skyrocketed
As marketers, did it really matter how many people liked, commented or shared your posts? If you’re like most marketers the answer was no. With the new Facebook algorithm, it now definitely matters.
In fact, the entire Facebook algorithm is based on the amount of engagement your posts receive.
So, now more than ever you should begin creating calls to action with your social content. Invite your fans to “tell us how you feel”, “please share with us your thoughts”, etc. Don’t assume that your fans will engage with your brand when they desire to do so. In moderation, creating these types of calls to action is by far the most effective tool to create an engaged fan base, propelling your content to the top of news feeds.
Facebook for Business News Page
Another benefit for marketers is that Facebook is being more transparent about its changes and are now posting more blog posts on their Facebook for Business News site.
Here’s an excerpt from the first such post:
The goal of News Feed is to deliver the right content to the right people at the right time so they don’t miss the stories that are important to them. Ideally, we want News Feed to show all the posts people want to see in the order they want to read them.
This is no small technical feat: every time someone visits News Feed there are on average 1,500 potential stories from friends, people they follow and Pages for them to see, and most people don’t have enough time to see them all. These stories include everything from wedding photos posted by a best friend, to an acquaintance checking in to a restaurant.
With so many stories, there is a good chance people would miss something they wanted to see if we displayed a continuous, unranked stream of information. Our ranking isn’t perfect, but in our tests, when we stop ranking and instead show posts in chronological order, the number of stories people read and the likes and comments they make decrease.
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