Facebook and its algorithm: what strategies for businesses?
The social network Facebook online through its algorithm, to determine the criteria of visibility of the messages that appear on the news feed of users on its social network.
The social network Facebook online through its algorithm, to determine the criteria of visibility of the messages that appear on the news feed of users on its social network. In recent days, the company to Marc Zuckerberg changed once more this algorithm. One algorithm is a finite and non-ambiguous suite of transactions or instructions (allowing a computer) to solve a problem. Thus, firms that communicate on Facebook, must adapt and propose different strategies and evolve with changes in this algorithm to better apply to their communities.
Far, the posts of users went back in the news feed depending on the number of likes comments and shares, said Aude Fredouelle in his article “Facebook changes its algorithm. Now, the new change of the algorithm takes comp te of the preferences of the users. Isabelle Mathieu, senior consultant in social media, in his recent column “discover 6 last changes in the algorithm of Facebook”, States that this process gives new tools to users in the choice of the messages that appear on the newsfeed. There are also taking account of the algorithm of new evaluation criteria on the visibility of publications such as taking account of the time test, videos actions, etc.
As a reminder, the Facebook algorithm operates according to several rules. Martin Urtersinger, journaliste au monde, describes four essential parameters i. e. affinity, interactions, the type of content as well as the time. The type of content, the likes of your friends can influence the visibility of the messages on your wall. With this new update of the algorithm of Facebook, what are the consequences for businesses in their communication strategies?
Isabelle Mathieu advocates publish relevant content for its audience to create and maintain interest for the users. Companies that have a relevance to the videos/public report targeted the stronger will be the most able to take advantage of the present enrichment of the algorithm of Facebook.
In their publication published in 2010 Sora Kim and Scott Rader in ” What ” they can do versus how much they care: Assessing corporate communication strategies on Fortune 500 web sites” suggested three types of communication strategies of content that organizations can adapt on social networks. The first is the ability of company strategy (ACR), which focuses on the skills of an enterprise in the production of its products and its quality services; The second is the strategy of the corporate social responsibility (CSR), which focuses on promises and performance of a business mix the two previous strategies.
Weiting Tao & Christopher Wilson, researchers at the University of Florida, studied in 2013 the communication strategies of businesses on Facebook and Twitter. The results demonstrate that organizations use a lot more strategy ability of company (SCE) that the strategy of corporate social responsibility (CSR).
With the evolution of the algorithm of Facebook, it is imperative for companies to highlight their expertise with a relevant content-based communication. It is important as well that companies know better their targets proposing an effective message.
Matthieu Stefani, Director at Costra and chronic in the journal du net, in his article “Your Facebook strategy 10-point” proposes a series of actions to increase its action on the large social network currently namely: understand how works its visibility on Facebook; define its strategy and its target before acting; prefer quality to quantity of content; opt for video content; engage their fans and be social; work its hooks; be positive; analysis and follow-up actions on Facebook.
The best way for brands and businesses to respond to developments and changes in the algorithm of Facebook is to create engagement with communities by offering posts that meet the needs of Internet users. With the flow of information that users receive daily on the news wire, only quality content focused on custom value will enable organizations to differentiate themselves from competitors.