Facebook Finally Explains Why All Your Fans Don’t See All Your Posts

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Facebook has been recently making efforts to serve its business users, by dramatically improving Page Insights and adding other new features. Now it has started a Facebook for Business site with more resources for page owners and advertisers.

From the announcement:

Whether you’re just getting started or looking to amplify existing efforts, Facebook for Business can help you understand your options and choose the appropriate strategies. In the Getting Started section, you’ll find tips for meeting specific business goals, like increasing online sales or launching a new product. The Solutions section organizes our advertising tools and strategies by both product and industry.

This seems to be more geared towards advertisers rather than people looking for organic growth, but if you are spending on advertising, the extra resources to help you make more effective use of your money don’t hurt!

As I’ve written before, one of the most common whines I hear from business-owners, both online and offline, is that Facebook doesn’t show all your posts to all your fans. Now Facebook’s finally coming out and explaining what I’ve always maintained is a feature, not a bug:

Every time someone visits News Feed there are on average 1,5001 potential stories from friends, people they follow and Pages for them to see..
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…
So how does News Feed know which of those 1,500 stories to show? By letting people decide who and what to connect with, and by listening to feedback…
The News Feed algorithm responds to signals from you, including, for example:
  • How often you interact with the friend, Page, or public figure (like an actor or journalist) who posted
  • The number of likes, shares and comments a post receives from the world at large and from your friends in particular
  • How much you have interacted with this type of post in the past
  • Whether or not you and other people across Facebook are hiding or reporting a given post

So this explains why the more fans interact with your posts and your page, the more of your fans will see your posts. Which seems like an extremely user-friendly and fair system to me.

What’s even better is that Facebook is trying to have more people see more posts by experimenting with what works.

Today we are announcing an update to the News Feed ranking algorithm. Now organic stories that people did not scroll down far enough to see can reappear near the top of News Feed if the stories are still getting lots of likes and comments.

Previously, people read 57% of the stories in their News Feeds, on average. They did not scroll far enough to see the other 43%. When the unread stories were resurfaced, the fraction of stories read increased to 70%.

So not only will your more popular posts appear to more fans, but if you keep getting likes and comments on a post, it’s more likely to show up to users later as well. This is a great change — one problem with social media is how transient it is, and Facebook’s really differentiating itself from Twitter (which is inherently chronological) by bringing active discussions to more people’s attention.

What do you think of this change? Will it help or hurt your Facebook page?

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