社群英翻中-〈FB的Edgerank已死?然後呢?(FACEBOOK EDGERANK IS DEAD – NOW WHAT?)(02)〉

打鐵趁熱的第二篇,

持續進展中~~

本篇開始會進入關鍵的演算法分析,

田木子只能說….FB幫演算法取名有種可愛的中二味(咦?)

真是一個小淘氣呢。

↑↑先來張推擠示意圖(圖片出自金羊圖庫)

以為這張圖跟以下FB演算法內容沒甚麼關係嗎?

哼哼~~先記下這「壅擠」的感覺,謎底之後分曉。

The new yet-to-be-named algorithm works using ‘Story Bumping’:

  • Facebook takes all the most recent posts and assign them a score based on the following three factors:
    • recency(how recently was the story posted?)
    • the relationship between the user and the story’s owner (whether it’s a friend, user you’re following, or page)
    • engagement(how many comments it has first, then how many likes it has).

這項還未被命名的新演算法,使用所謂的「Story推擠法」

FB採計最近PO的大部分內容,並以以下三種要素計算分數。

  • 時間(該PO文是多久前PO的呢?)
  • 用戶跟PO文者的關係(是否是好友?有沒有追蹤?或是頁面有互動?)
  • 互動率(多少評論,以及按讚…等)

附註:前面那張孟加拉的民眾推擠圖還記得嗎?

沒錯,FB動態牆基本上也是類似的概念,

因為親友和各種品牌、單位都會PO文,

所以在多到翻天的貼文海中,一定要有機制決定

「那些文章可以出線」。不然一定會亂七八糟。

FB使用的演算方式就是「Story推擠法」,

不知道Story的請去複習之前文章(田木子置放於參考資料)

行文關係不做進一步解釋。

意外可愛的名稱,讓人腦袋中出現小孩子打鬧的意象(?)

↑↑FB針對PO文問題做出改革
  • When a Facebook user logs in at 9am to see their News Feed, Facebook will show the user those 50 posts, but the user only views 20 posts, leaving 30 unread
  • Between 9am and 12pm there are 40 new posts from friends and pages that the user follows.
  • When the same user logs back in again at 12pm, not only will they see those 40 new posts , but also the 30 unread posts that the user didn’t see when they logged in at 9am.
  • 當一位FB的用戶在早上9點鐘看他們的動態牆,FB會展現用戶50篇PO文,但用戶並不會看到全部,他們只會看到20篇PO文,而沒看到剩下30篇
  • 在9~12點之間,有40篇新的貼文增加(親友狀態,或是用戶追蹤的頁面)
  • 當同樣用戶於半夜12點上線,他們不只是看到40篇新的貼文,30篇在早上9點沒有看到的貼文同樣會出現

※附錄:大家常常會抱怨「FB沒有讓自己看到想看的狀態」,

FB:「你沒有看到?那我就讓貼文回鍋,這樣沒意見了吧?」

「推擠」的意味在於…早上沒看到的文章,

晚上會重新推上去,或是晚上沒看到的文章,

隔天早上會推到動態牆上方。

大陸論壇的的用語「幫頂」頗能展現該演算法的精髓。

To make a practical example, look at your inbox: whether you rely on Gmail or Outlook or Yahoo etc, you probably have the routine to check your emails first thing in the morning to see what you missed overnight. If you’re like me you probably have your inbox set to “unread first”. This means that every morning I’ll see the most recent unread emails that I received overnight, as well as those unread emails that I didn’t bother to read the previous day.

舉一個很實際的例子,不妨回頭看看自己的信箱,不管你習慣使用Gmail、Outlook、Yahoo…等,或許你的每日行程第一件事就是檢查信箱,每天早上先看看有沒有錯過昨晚的重要信件。

如果你有跟我一樣的習慣,或許信箱中會設定「未讀信件擺在最上方」,這意味著我每天早上會看到昨晚未讀的新信件,也就不需要擔心昨晚錯過重要信件。

Does it work?

Facebook started testing this some time ago and from their testing they noticed:

  • a 5% increase in like, comments, and shares of stories from friends
  • an 8% increase in interactions between fans and Pages (including more follows)
  • an increase from 57% to 70% of stories being read in the News Feed
↑↑推擠法為FB帶來的影響

這樣的方式有用嗎?

FB在稍早前開始測試,從他們的實驗中註記了幾點

  • 增加了5%的Story按讚、評論、分享
  • 增加了8%的關聯(粉絲頁、追蹤)
  • 未讀取的的動態牆狀態得到大幅度的改善,高達57%~70%

※附錄:看起來這種推擠法挺好用der

What does that mean?

  • Facebook users will start to see more content that they can personally connect to, hence increasing the propensity to engage with that content (which they might have otherwise missed).
  • Facebook users will see more from brands they ‘like’ as long as they regularly connect with those pages, hence developing more of a connection.
  • Facebook users will see more content that they like more often, hence drawing them back to their News Feeds more often and for longer.

這樣做法的意義在哪?

  • FB用戶將會開始看到更多跟自己有聯結的內容,因此強化了與內容互動的傾向(過往可能被忽略掉)
  • FB用戶將會看到更多他們按讚的品牌,愈常互動者出現頻率也愈高,因此發展更多的互動連結
  • FB用戶將會看到它們喜愛的內容,並更頻繁、持續地吸引用戶回到這些項目的動態牆

※附錄:短評-更多的動態以及更多的回鍋

So, what’s the aim of Story Bumping?

Facebook’s aim with this is to highlight content that you might have missed, as long as it’s relevant to you. There is a limit to the age of content that Facebook displays in your News Feed – though it will show you stories that you didn’t see last night, Facebook won’t show you content that it believes isn’t relevant to you. Except to see more cute puppy pictures from your close family and friends, and less from brands you ‘like’ but don’t particularly follow.

Is that all?

所以,所謂的「Story推擠法」目的到底為何?臉書做這些改變的目的在於讓用戶看到未讀的「精華內容」。只要這些內容與你有關,用戶動態牆上的內容是有「壽命」且「有限」的。

FB將會展現昨晚沒看到的貼文。FB將不會展現與你毫無關連性的內容,除非是你的親友團在看的可愛動物圖片,如果是有按讚但沒有特別追蹤的品牌,出現機率將更低。

這就是全部嗎?

※附註:本篇作者花了一定篇幅介紹Story推擠法,

也確實是非常重要的演算法。

在這邊先告一段落,下篇待續。

◎延伸閱讀:

社群英翻中-〈FB的Edgerank已死?然後呢?(FACEBOOK EDGERANK IS DEAD – NOW WHAT?)(01)〉

對於FB的「STORY」不太瞭解者,則可以看以下這篇:

社群英翻中(01)-〈FB未解之謎,「參與互動」跟「消費量」(ENGAGEMENT VS. CONSUMPTION: THE FACEBOOK DILEMMA)〉

作者

田木子

田木子-本是學界的小宅宅,就這樣踏入徵信社這一行,徵信社的悲歡離合,無一不讓田木子覺得新奇。目前不斷磨練自己的文案能力。希望未來能精準地用筆鋒拿捏人性中的微妙變化

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