The Effect of Negative Feedback on Facebook

EngagementNegative Feedback to a Facebook page can now affect the page’s visibility. For several years, I’ve been preaching, to my Ninja Marketing Dojo classes, “Engagement” as the key to a successful page. Until recently though, there was no penalty for negative feedback. That’s about to change.

When Timeline launched, Facebook segregated the News Feed by adding the News Ticker to accommodate the bombardment of activity that once clogged the News Feed. While all activity from both users and pages appears in the News Ticker, only the “most important” information appears in the News Feed. For the most part, all posts made by friends do appear, but not so with posts made by pages the user has liked.

FB-EdgeRank-Algorithm

To make that critical leap from the News Ticker to the News Feed, page managers need to understand Edgerank, Facebook’s content algorithm. It’s a combination of 3 factors – affinity, weight and time decay. Affinity refers to prior interaction with a page’s post. The more users engage with content from a particular page, the more likely that page’s posts will appear.

Weight is based on engagement – likes, comments, and shares. Shares carry a larger weight factor than comments; comments carry more weight than likes. Post type, such as regular posts, pictures, videos, etc, are also considered in weight. For example, if someone shares photos, then more photos will display.

Time Decay is the 3rd factor in Edgerank and refers to the life of a post. The most recent and relevant content will take precedence over older content.

Now, Facebook is inserting a 4th factor into the Edgerank algorithm. Negative Feedback actions include hiding a page’s post, hiding all content of a page, reporting a page as spam or unliking a page. Simply stated, Negative Feedback is any clickable negative engagement action a user takes.

Negative feedback averages roughly 0.03% per post, but every page will experience some kind of negative feedback. Based on EdgeRankChecker’s study of 5000 Facebook pages, 76% of negative feedback comes from hiding the post, 16% from hiding all posts, 8% report as spam and only 1% unlike the page.

By now factoring in Negative Feedback in the algorithm, it has become increasingly more important to create engaging content that is attuned to the pulse of your audience. Use controversial content with caution. While it might result in engagement, it may also result in Negative Feedback which would have the reverse effect. Overusing sales messages can also have a negative impact. Sure, everyone wants to make sales but is one sale worth reducing visibility to nothing.

Gary Wagnon is the owner of 800biz Ninja Marketing Strategies and the Ninja Marketing Dojo, a program designed to help businesses master all aspects of online marketing.  The goal of the Ninja Marketing Dojo is to improve search engine rankings, increase web site traffic and convert more browsers into buyers.

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A Big Week of Changes for Facebook

Not only were the financial officers of Facebook busy this week but so were the programmers. Three significant changes were launched to Facebook.  While they may not be considered major by some, they are significant changes. Here’s a recap of what changed.

Page Administrator Levels – Up till now it’s been possible to have multiple administrators Facebook business page. You simply had to be a friend of the page and then the owner of the page (the first admin) could assign administrative privileges to you. Those permissions gave every admin full control of the page, including the ability to remove admins and make changes. While this is very convenient especially when employing a social media firm to manage your business page or assigning the task to a employee, it was not the most secure practice.

Now page owner can assign one of five different levels of admin privileges, ranging from full administrator privileges down to insights analyst. The chart below explains the different levels and the amount control given to each level.

 Facebook Admin Levels

To add or change his administrator, go to your admin panel, account settings select Admin Roles from the list on the left.  You will see each person that has it admin privileges, with their default role of Manager. Click the down arrow beside manager and select the level you want to assign to that person. Remember, initially anyone with admin privileges can change anyone else’s role so I would advise you, if you’re the page owner, to set everyone else to Content Curator or lower.

Scheduling Page Posts – One of the most needed features in Facebook has been the ability to pages. While there are software programs like Hootsuite and Tweetdeck `give you the ability to schedule a post, Facebook did not always give those posts the same importance as a post made within Facebook.

But it was also important that your post you made during the times when more of your fans would see it. So that was not always possible with your schedule. Many of us opted to trade the potential penalty to our posts in favor of timeliness.

Now posts can be scheduled up to six months in advance from within Facebook. You now have the control of the day and time of the post and have it recognized in the Edgerank considerations.

Facebook Scheduled Posts

From your status update, you will see a new clock icon in the lower left-hand corner. Clicking the icon, you will be prompted to add a year, then a month, date, and finally a time. The Post button turns into a Schedule button. Your schedule posts can be viewed in your activity log from your admin panel.

 

Individual Status Update Insights – While you have always had the ability to view the Insights for your business page, now each status update has its own insights displayed below the post.

 Facebook Post Status Insights

This can be very helpful, especially since many people check their FB Page Insights infrequently. With this, now you can see how well each status update you make performs. This instant feedback should help you craft more engaging posts.

What do you think about the new changes and how will you use them?

Gary Wagnon is the owner of 800biz Ninja Marketing Strategies and the Ninja Marketing Dojo, a program designed to help businesses master all aspects of online marketing.  The goal of the Ninja Marketing Dojo is to improve search engine rankings, increase web site traffic and convert more browsers into buyers.

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