Today, Facebook held a press event discussing changes to what organic page and friend posts show up in Facebook’s news feed. As a growing number of Ecommerce Marketers figure out how to use organic Facebook posts as a viable revenue and email acquisition channel, announcements like this can cast ominous shadows in the shape of Penguins, Pandas, Matt Cutts, and rivers of lost revenue. Stripping away the technical details, here’s how Ecommerce Marketers can process these changes and continue building revenue from Facebook:
- An Algorithm Still Runs the Show - While Facebook stated they don’t call it “EdgeRank”, they clearly showed that an algorithm still scores posts to decide what shows up in news feeds. Text and Photo posts still run the show.
- "Story Bumping" is your friend - “Story Bumping” effectively means that posts a user hasn’t already seen are scored higher and more likely to be seen in the News Feed. This means more unique fans will see your more popular posts.
- "Story Bumping" is also your enemy - Since new stories are more likely to show up, that means once someone sees your post, they’re less likely to see it again, so they won’t see anything from you until you post again. Intelligent, data-driven scheduling of multiple posts per day becomes even more important.
- "Last Actor" means that Engagement matters more than ever - Facebook is tracking your last 50 “interactions” - comments, likes, and shares on posts, pages you visit - and favoring content from those pages. Getting fans to like posts and visit your page for contests increases your chances of turning your page into a daily habit for fans.
- More Updates Are Coming - Facebook has committed to more frequent and transparent updates on how they change their News Feed algorithm. Savvy retailers will stay on top of these changes to gain an advantage over their competition.
- Quality is Still the Linchpin - Optimizing your Facebook strategy is still most effective when you build your fan base with high-quality fans and present appealing products with clear calls to action. Optimizing a good audience with good content is the clearest path to effectively monetizing your Facebook presence.