Speak Clearly, Not Loudly On Facebook

With the enormous amount of content being generated every minute on different forms of social media, it is becoming increasingly difficult to ensure that your message is getting to the people who you want to see it.

Around 100 hours of video are uploaded to YouTube it every minute, 400 million Tweets are posted every day and there have been 250 billion photos uploaded to Facebook since it’s birth a decade ago.

These kinds of statistics are reminders of just how much content is being generated by social media users, and how it is becoming increasingly difficult for communications professionals to effectively use social media to speak to their public’s.

Facebook specifically is a more difficult social media to communicate through, as there are around 1,500 stories that are relevant to each person daily that might appear on their newsfeed and thanks to different organisational algorithms, inevitably not all will. This contrasts to Instagram and Twitter, which display everything that is posted by those who are followed by each user.

In August 2013, Facebook changed their newsfeed algorithm, abandoning the previous algorithm known as EdgeRank, so that their users would see more of the stories that were relevant to them. It was thought that EdgeRank used only three main keys; Affinity, Weight and Time Decay, in order to decide how a persons newsfeed would be organised. These three keys that were reveled gave PR and marketing practitioners some idea of how they should try and tackle capturing their audiences attention on Facebook.

Since August last year however, it was revealed that there are now closer to 100,000 individual weights to decide what would appear on a persons Facebook newsfeed. This level of specificity makes it increasingly difficult to predict what tactics might be employed to ensure that a post by an organisation will be seen by it’s target public’s.

The answer, it seems is complex. Ensure that you cover a variety of different social media, rather than relying on only one or two to communicate to your target publics. Similarly, there need to be a focus on quality, not quantity on Facebook, as there is a lower likelihood of a person seeing it. This means you need to engage them instantly, and provide them with content that they will be able to share with their friends, thus increasing the reach of your message as it is more likely it will show up on their newsfeed if their friends share it.


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