Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
3 Ways to Beat the Facebook Algorithm
Posted on January 31st 2014
David Bowie’s hit “Changes” (you know, “Ch-ch-ch-changes”) should be Facebook’s theme song. After all, it seems that with each day comes another mysterious algorithm change that leaves us scrambling. Sure, you could constantly throw money at every piece of content to make it perform better, but should you really have to pay for fans (who willingly chose to like your page) to see your posts? I think not. So here a few easy ways to beat that algorithm and boost engagement.
1. Put the call-to-action on an image.
The site that was once all about the “LIKE” is now all about the “Benjamins.” Stay far away from copy that begins with the word “like” (or “comment” and “share”) because it’s pretty much a kiss of death to organic reach. There are plenty of ways around this, from moving the call-to-action to the second half of the sentence to asking for a “thumbs up,” but perhaps the best way to include a CTA without being punished by the algorithm is by putting it on an image.
There’s a reason Instagram and GIFs are so popular: we are all about the visual. When you’re competing with adorable puppies and friends’ precious newborns, you have to get straight to the point. By putting a CTA on an eye-catching image, you get your point across immediately. Also, from my experience as a Community Manager, it’s safe to say that less than 50% of your community actually reads the caption at all. Don’t let your message get lost in the feed.
2. Optimized link posts.
In the social network’s most recent algorithm update, Facebook Product Manager Chris Turitzin claims, “The best way to share a link after this update will be to use a link-share.” However, it’s not enough to share link posts with standard previews; you have to make sure that the image being pulled into the preview or being upload has the correct dimensions for optimal engagement. Then there’s something else to consider: Check that your brand’s site pulls in properly sized images to link previews automatically. This will ensure that consumers sharing your links on their own will also be sharing better, more attractive content to their networks.
3. Create in-post contests.
One last great way to boost reach is through engagement. Last year, Facebook announced a change to contests and giveaways on the platform that allows for in-post promotions. This means that you no longer have to drive traffic to a tab or microsite for your fans to participate in promotions. While there are still some barriers (for instance, sharing is not an entry option), this is still a HUGE opportunity for brands. Here are a few hacks to get the most out of your in-post contest:
- Ask for photo comments. Image replies appear larger and draw more attention, bringing more people to check out the post and ultimately enter.
- Ask for fans to tag friends. While sharing is not allowed, mentioning a friend in the comments is considered a proper form of entry–and it boosts your reach.
- Make Woobox your friend. Not only does it pull all comments and likes from posts for you to view (Facebook cuts off likes after a bit), but you can also choose winners randomly and download CSVs for all post entries.
How is your brand coping with the latest algorithm changes? Share your tips and hacks in the comments below!