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Facebook Update Penalizes Certain Kinds of Statuses

Facebook Penalizing Business Page Text UpdatesFacebook made an announcement this past Tuesday unveiling some small, but rather significant changes to how text and link statuses get ranked in the News Feed.

The announcement explains that Facebook users typically don't like to interact with text statuses from companies as much as they do with their friend's updates, so they decided to demote the importance of text updates from companies on the News Feed.

Additionally, this change will have two other big ramifications for Facebook businesses, according to Hubspot:

1. Other types of status will also become more (or less) effective

If some statuses get demoted in their magic Facebook ranking, others must rise to take their place.  We assume this means that ads, personal updates, and link-share status updates will climb the ladder of salience.  Facebook was rather vague with this comment, so we're simply speculating.  Time will tell.

2. Links that fall under the "link-share" subgrouping will get promoted further

Links can be shared in one of two ways on Facebook.

a) The first looks like this, where the link is part of the text of the status itself (not considered a "link-share")

 

b) The second looks like this, where the link pulls in its metadata (considered a "link-share")

Facebook likes option B - the second way, where links are supported with metadata, and has thus decided to promote these more than their link-in-status brothers.  Links with images typically perform better than straight text links, so it makes sense.

How do I make sure my links are considered "link-shares"?

Thankfully, making sure your link is a "link-share" is actually pretty easy.

In the status compose box, simply paste your link in the box and let the metadata pop up below, including an image, title, and description.  If you're seeing these things, great!  You're good to go.  Facebook approves.

What you SHOULDN'T do is "x" out your metadata on accident, which will, naturally, remove the metadata from your update.

The bottom line?

Facebook is continually changing their algorithm in order to give users a better experience on their News Feed.  Finding out what makes readers comment or like is always the first step, while knowing how Facebook is changing their rules is good secondary information to consider.

Remember, you're on Facebook's turf.  They're allowed to change the rules of their own game.  Do the best you can with understanding how to best optimize your own content on their platform, but the most important thing to focus on is development of useful, original, sharable and likable content as it has been shown to improve website traffic over time.  YOU own your blogs and pages, while Facebook owns theirs.  Focusing your efforts on your own, controlled turf will let you ride the waves of Facebook's (and other social media website's) changes with ease, as you have a great content base to pull from.

Want help building your content base or social media presence?  Please send us an email or give us a call, and we'll be happy to help.

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Jason Finn

Founder & Chief Geek

Jason has nearly 20 years of consulting experience, predominantly in the technology space. Most recently he was the COO and Director of Technology for Rich Casto & Company, a national training and consulting organization in the real estate industry.
As a consultant for IBM, PricewaterhouseCoopers LLP, and Envision Consulting Group (now IMS Health), Jason has served clients of all sizes, including Big Pharma, Fortune 500, and Global 1000 companies:

  • Allstate Insurance Company
  • AOL (America Online)
  • Astellas Pharmaceuticals
  • Eli Lilly and Company
  • Ford Motor Credit
  • Wockhardt USA (formerly Morton Grove Pharmaceuticals)
  • Norwich Union
  • PNC Bank
  • Reynolds and Reynolds

Sarunas Budrikas

Creative Director

Sarunas is a web design and development expert with hundreds of successful projects in his portfolio. He is passionate about delivering extraordinary user experiences for every client and consistently goes above and beyond everyone’s expectations. As an SEO expert and strategist, he can optimize your website, or app, to get the most out of it, day in and day out. Sarunas holds a degree in Electrical Engineering from Kaunas Technology University, in Lithuania. Sarunas now lives in Chicago, and calls it home.

Alexandra Olsavsky

Client Experience Specialist

Alex specializes in content generation and social media promotion for Geek | Chicago clients, helping to solidify their presence in the online community. This includes blog writing, graphic design, co-ordination and design of weekly newsletters, and active engagement on Facebook, Twitter, Google+, and LinkedIn. Outside of Geek, Alex is a classically-trained soprano who professionally performs around the city of Chicago (most recently with the Chicago Baroque Band, and with the Rolling Stones for their "50 and Counting" tour).