One of the biggest advantages- and challenges – of online content marketing is the infinite amount of data available to marketers. With so many ways to measure data consumption, deciding which metrics matter to your brand can be difficult, but an important part of your marketing strategy. According to a 2012 study by the Content Marketing Institute, 33% of B2B marketers and 41% of B2C marketers list inability to measure content effectiveness as a challenge.
Tag Archives: Facebook Edgerank
Last Monday offered us the chance to spare a thought for the poor souls who spend their days veering between vilification and rejection, often overworked and underpaid, yet ‘one of the most powerful groups on the internet’ according to Marketwire – yes, it was Community Management Appreciation Day. Read More
Recently I took part in the Open Graph panel at the AllFacebook Conference, and found myself sitting next to Jon Morter, the guy that runs the Condescending Corporate Brand Page on Facebook. He also started the successful campaign to get Rage Against the Machine to UK No.1 at Christmas 2009 instead of the X Factor winner. So, yeah, he’s a bit of a revolutionary hero. Read More
Readwrite reports on another potentially damaging problem for Facebook concerning the billionaire investor Mark Cuban airing his dissatisfaction with the social network. It has echoes of the General Motors story earlier this year. I’m sure you’ll remember when GM announced it was to cease advertising on the site, and concentrate on content, in a blow to Facebook as it headed for its IPO.
This time it is tech and media billionaire Mark Cuban, who also owns the NBA basketball team the Dallas Mavericks, who says that he is tiring of the way that Facebook does business and is considering taking his considerable business elsewhere.
His issues relate to changes that Facebook has made to its algorithm, known as Facebook Edgerank, that means that many brands have experienced a considerable drop off in the reach of their posts. Read More
The dark art of Facebook’s Algorithm determines what type of content is shown in a user’s news feed. The recent change means this now puts more emphasis than ever on the volume of engagement each post receives – if fans aren’t engaging with your content, eventually they may stop seeing it altogether.
The change coincides with the launch of Promoted Posts, which allow brands to over-ride the Algorithm by paying for a post to appear in the news feed for longer, allowing more people to see it and increasing Reach as a result. Read More
The shift will mean that Facebook’s algorithm – known as Edgerank – will put greater emphasis on the proportion of users who respond to page posts, whether through likes, comments, shares or other interactions.
The output of this algorithm is what determines how likely any post, or piece of content is to appear in a user’s newsfeed. More than a quarter of all time spent on Facebook is on the Newsfeed, so getting visibility here is key forbrands to make their voice stand out against the background hubbub of Facebook. Read More