It’s not a secret that – as a user of Facebook – you don’t see every single thing posted by people or pages in your little corner of the Facebook universe. It’s all based on Facebook’s EdgeRank algorithm.
If you’re not familiar with EdgeRank, check out this nifty infographic by PostRocket – EdgeRank is Facebook’s formula that determines what a user sees in their newsfeed. It’s a complicated secret sauce, but the basic idea here is this: between your friends and the pages you like, there’s a lot of stuff being posted, and Facebook wants you see the posts that are most relevant to you. Relevancy is based on how much you interact with a friend or a brand page. The more you comment on, like or share posts, the more often that friend or page will appear in your feed.
Facebook has become a primary source of where we get our information about our friends’ lives, news, and what’s happening at local businesses. And if something’s not in your newsfeed, you’re missing out.
I experienced this in my life this week. It’s a small incident, but it illustrates the power of EdgeRank:
My friend Andrea and I take a Zumba class at our local gym. There are 2 instructors who teach the Zumba classes, and we prefer one instructor’s teaching style over the other. When we walked into the class this week, the other instructor was setting up. We saw a mutual friend and asked if she knew what was up – she said that the regular instructor announced on her Facebook page that she wouldn’t be teaching that day.
Not a big deal to most people, but it was to us. We left during the class, before the first song was over.
“We were on Facebook all day,” I said to Andrea. “Why didn’t we see this?”
And then it hit me: EdgeRank!!! (shakes fist and screams at the sky) I didn’t see the Zumba instructor’s post because I never interact with her content. My lack of engagement means those posts are hidden from my newsfeed.
Something else hit me: Marketers talk all the time about what brands need to do – create engaging content, share more visual content, think about the frequency of posts, and find out what days and times are best – but the fans have a responsibility too.
If you are really loyal to a business, it’s a good idea to interact with a brand on Facebook on a regular basis so the information you’re interested in is coming to you in the newsfeed. It can be as simple as liking a post, or you could take a few seconds to write a comment. Or – if it’s something you think your friends might enjoy – click that share button.
Another thing that helps? Use Facebook’s interest list feature and give yourself easy access to all the recent information from the pages you really want to keep track of.
Have you missed out on something because you didn’t see it on Facebook? Let me know in the comments!