Themen

Nach einer Berichterstattung von Nick Bilton im Blog der New York Times über die gesunkene Anzahl von Interaktionen von persönlichen Beiträgen im News Feed nimmt Facebook Stellung im Newsroom. Facebook geht dabei auf einige Grundsätze des News Feed Algorithmus (im Volksmund auch Edge Rank genannt wird) ein.

Our goal with News Feed is always to show each individual the most relevant blend of stories that maximizes engagement and interest. 

There have been recent claims suggesting that our News Feed algorithm suppresses organic distribution of posts in favor of paid posts in order to increase our revenue. This is not true. We want to clear up any misconceptions by explaining how the News Feed algorithm works.

First, in aggregate, engagement – likes, comments, shares – has gone up for most people who have turned the Follow feature on. In fact, overall engagement on posts from people with followers has gone up 34% year over year.

Second, a few data points should not be taken as representative of what actually is happening overall. There are numerous factors that may affect distribution, including quality and number of posts.

News Feed shows the most relevant stories from your friends, people you follow and Pages you are connected to. In fact, the News Feed algorithm is separate from the advertising algorithm in that we don’t replace the most engaging posts in News Feed with sponsored ones.

Some other background points for context:

The argument here is based on a few anecdotes of one post from one year to a totally different post from another year.
– This is an apples-to-oranges comparison; you can’t compare engagement rates on two different posts year over year.

These anecdotes are taken as representative of what is happening overall.
– In fact, the opposite is happening overall – engagement has gone up 34% on posts from people who have more than 10,000 followers.

For early adopters of Follow, we do see instances where their follower numbers have gone up but their engagement has gone down from a year ago.
– When we first launched Follow, the press coverage combined with our marketing efforts drove large adoption. A lot of users started following public figures who had turned on Follow.
– Over time, some of those users engaged less with those figures, and so we started showing fewer stories from those figures to users who didn’t engage as much with their stories.
– The News Feed changes we made in the fall to focus on higher quality stories may have also decreased the distribution for less engaging stories from public figures.

In the past six months, however, we have introduced changes to solve the above instance – the goal being to promote more content from public figures. These include organic units in NF such as “most shared on <publisher>,” “most shared about <topic>,” and redesigned feed stories for link shares that feature larger images and longer descriptions. Our index of partners has already seen a significant increase in traffic (35%) due to the introduction of these units.

We are constantly working to improve people’s experience with News Feed, and changes like the above we think will surface more of the right posts to the right people.

Bald ein neuer News Feed

Der Facebook News Feed, wie wir ihn kennen, wird in Kürze der Vergangenheit angehören. Facebook wird am kommenden Donnerstag den neuen, überarbeiteten News Feed der Presse vorstellen. Wie der neue News Feed aussehen wird, ist aktuell noch nicht bekannt, wir dürften alle auf die Pressevorstellung am Donnerstag gespannt sein.

News Feed Algorithmus (Edge Rank)

Weitere Beiträge zum Thema News Feed Algorithmus (Edge Rank):

Facebook: Gerüchte mit Fakten erschlagen – Nein, Facebook hat die Reichweite von Seiten nicht beschränkt um mehr hervorgehobene Beiträge zu verkaufen
Facebook: Der Edge Rank und die fehlende Reichweite, sprechen wir Tacheles
Facebook: Warum “Geiz ist geil” im Zusammenhang mit Likes und Kommentaren nicht geil ist
Facebook: Wie kann ich den EdgeRank für meine Inhalte positiv beeinflussen?
Facebook: beschneidet Facebook die Sichtbarkeit von Beiträgen im Newsfeed?
Facebook: es reicht! [Kommentar] – eine Frage der Sichtweise
Facebook: Der Unterschied zwischen EdgeRank und GraphRank
Facebook: So funktioniert der Edgerank Algorithmus von Facebook

Zusätzlich dürfte die Präsentation zum Referat von Curt Simon Harlinghausen (AKOM360) und Thomas Hutter (Hutter Consult GmbH) anlässlich der Allfacebook Marketing Conference 2012 in Berlin zum Thema sein:

 

 

 

Autor: Thomas Hutter 1701 Posts
Thomas Hutter (40) ist Inhaber und Geschäftsführer der Hutter Consult GmbH. Er berät grosse und mittlere Unternehmen, Organisationen und Agenturen in der Schweiz, Deutschland, Österreich und Niederlanden rund um den strategischen und nachhaltigen Einsatz von digitaler Kommunikation und digitalem Marketing in und mit sozialen Netzwerken.
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