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How Facebook Edits Your World

This is an interesting article that is key for those marketing on Facebook. Is is in the Atlantic Magazine

How the Facebook News Feed Algorithm Shapes Your Friendships

I find it interesting to see how Facebook’s evolving editing becomes significant so quickly. On the other hand Google has been shifting our perspectives for a decade and newspapers and TV Networks have been skewing our view of the world for hundreds of years (and clergy before that). What has changed though is how covertly it can happen, and how close to our world it happens. It is one thing to shade what the president did or did not do. But helping to edit (by showing or not showing) what friends and family do and say is a different level of ‘control’. Of course it is not all Facebooks fault, but it is something to keep in mind as we look at how we communicate both as individuals as well as how we communicate as businesses.

The full story from the Daily Beast has the breakdown of more specifics:

Cracking the Facebook Code

Here are the top discoveries:

The Daily Beast’s one-month experiment into Facebook’s news feed yielded the following discoveries:

  •  A bias against newcomers
  •  “Most Recent” doesn’t tell the whole story.
  •  Links are favored over status updates, and photos and videos trump links.
  •  “Stalking” your friends won’t get you noticed.
  •  Raise your visibility by getting people to comment.
  •  It’s hard to get the attention of “popular kids.”

Looking over these 10 ‘discoveries’ starts to create ideas as to how to capitalize on them for your social media strategy. Notice I did not say Facebook strategy, for a couple of reasons. First, what Facebook does, others are sure to follow as they have become the 800 pound gorilla on the web. Second, look to align with Facebook both on and off their site. They are not just simple posts, but a whole universe on and off the site. Third, don’t look to go very black hat or even grey hat. The web means anyone can change what is happening or even what is shared about what has happened with a few changes to code. There is no need to recall the history books anymore. Play honest, if for no other reason then it will be easier in the future.

As you can see there is a need to start as soon as possible and start to build your network actively. We are past the point of the Field of Dreams ‘Build it and they will come’.  But as a tradeoff, you can see what has and has not worked for others before you. So getting traction will be easier in some ways if you can build a community and work in partnership with them. As usual it is about looking at your audience from their perspective. Think about what they want to hear, not what you want to share first.

How will you change your Facebook Marketing Strategy now that you know how Facebook edits the world? Share your experiences below.

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October 24, 2010 - Posted by | local marketing, Social Media, Uncategorized | , , , , ,

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