In September 2012 Facebook made significant changes to Edgerank which gave stronger weighting to negative feedback on page posts. A few days ago I posted about how promoted page posts could be harming your brands reputation on Facebook. These Edgerank changes highlight my point that people are relying too much on promoted page posts to reach their audience rather than investing in interesting, relevant content that the audience will naturally want to engage with.
When people see irrelevant posts, to many posts from a brand or poorly constructed ads they can hide or unlike the page or report the content as spam. These actions reflect badly on your page and result in your page posts becoming less visible to more and more people.
From the Edgerank Checker blog, Facebook’s news feed product manager Will Cathcart simplified how the news feed works:
1. Prior interaction with an author’s posts: If you like every post by a page that Facebook shows you, it will show you more from that page.
2. Other people’s reactions to a specific post: If others on Facebook are shown a post and ignores it, or complains, it’s less likely to show up on your news feed.
3. Your interaction with posts of the same type in the past: If you always Like photos, there’s a better chance you’ll see a photo posted by a page.
4. If a specific post has received complaints by other users who have seen it, or the page who posted it has received lots of complaints in the past, you’ll be less likely to see that post. This factor became a lot more prevalent with the EdgeRank update in September 2012.
What I find even more interesting is;
By just ignoring an object in the news feed, you decrease the 'Virality' of the object (from Facebook’s perspective).
So by NOT engaging with a post you are essentially telling Facebook you're not interested in content from that person/brand which could be completely false.
After the changes in September I wrote this article reflecting on how previous poor Facebook posts were now seriously effecting page and post performance and reach. The changes were dramatic and people are still complaining about it.
On one hand its there to reduce the crap and spammy posts which is fine but on the other hand it's adding a layer of complexity many people are just getting frustrated by.
Why should Facebook hide content from a page or person I've subscribed to? Surely if I ignore or don't engage with a post that's evidence enough to the page manager that it failed to connect with me. It shouldn't mean I fail to see other posts from that page in the future...
To find out if your Facebook pages posts are receiving negative feedback go to your page's Insights section and click on the Export Data button, select 'Post data'.