社群英翻中-〈FB的Edgerank已死?然後呢?(FACEBOOK EDGERANK IS DEAD – NOW WHAT?)(03)〉

上一篇介紹的演算法「Story bumping」,

非常實用,有了該演算法概念,

基本上就可以理解FB的許多機制,

本篇繼續介紹FB的另外兩個新演算法。

名字也相當有趣。

↑↑最後生還者?跟新演算法有關係嗎?

Nope – Facebook announced another feature ‘Last Actor’. This keeps track of the last person or page you’ve interacted with. This new algorithm relies heavily on this ‘last actor’ factor, as Facebook aims to help users build long-term interactions on the platform. This algorithm keeps track of your last 50 interactions (likes, comments, and shares), so when you check your News Feed next you’ll start seeing more content from people you interact with the most.

Lastly, Facebook also announced a new algorithm that is still in development and will be released in the near future. This other new algorithm, ‘Chronological by Actor’, will look at a particular user’s posts (as long as this user has a strong connection with you) and order their posts in chronological order in your News Feed.

當然不是,FB宣布了另一種模式「最後行動者」。這將持續追蹤用戶最後互動的人/頁面。這項新的計算方式,相當程度的依賴「最後行動者」這方式,如同FB的目的-幫助用戶長時間的在平台上互動,這項計算方式會追蹤你的最後50個互動(按讚、評論、分享)。所以當你檢查動態牆,你將會看到更多與你頻繁互動的內容。

最後,FB也宣布了新的計算方式,此方法仍然在發展中,並將在未來實際運用,這亦是一種新型運算方式,「行動者年代記」,將會檢視特定用戶的PO文(像是該用戶跟你有極高的互動),以及經由年代記的計算方式,使這些特定用戶PO文出現在你的動態牆上。

※附註:有沒有覺得FB的演算法名稱很像替身能力呢?

last ACCCCCCCCCCCCCCCTOR~~~然後跳回最後互動的50個動作。

到了2017年年底,田木子認為這三項當時的新演算法應該都

已經確實落實於FB中。像是早上起來會看到昨晚沒看到的粉絲團狀態、

或是自己忙碌時忽略的親友貼文,等到空暇時會再度出現於動態牆。

互動性高的頁面(不論是人或是品牌),也會優先出現於自己動態牆上。

田木子看了這三種方法後,頓時覺得過往的一些疑惑得到了解答。

從「隱隱約約」變成「豁然開朗」。

↑↑FB的「年代記」概念,值得進一步摸索

When are these three new algorithms rolling out?

Check your Facebook – you already have at least one, depending on where you’re accessing Facebook from. ‘Story Bumping’ has already been rolled out on web but not yet on mobile, ‘Last Actor’ has been rolled out on both web and mobile. ‘Chronological by Actor’ is still in the works, and there’s no word on when it’s going to be released.

這三項新計算方式甚麼時候推出呢?

點擊你的FB,會發現自己的FB早就有其中一種計算方式,端視你從哪個途徑使用FB,「Story推擠法」早就在桌電版推出,但並未用在手機版;「最後行動者」則早已使用在兩種版本;「使用者年代記」則持續研發中,官方對何時釋出並沒有做進一步解釋。

↑↑可以看出2011~2013,FB的用戶愈來愈多…

And here’s where the marketing talk starts…

This change is great for Facebook users, as Facebook gives more prominence to content that is close to you. However, this could mean heaven or hell for marketers and brand owners. I’m going to explain how these changes are going to affect your brand page by looking at what things you need to actively review:

以及營銷談到從「哪裡」開始

這項改變對FB用戶影響甚大,FB也將會給用戶更多顯著、貼近用戶的PO文,然而,這對營銷者、品牌經營者而言,也意味著天堂或地獄般的影響。我將解釋這些改變如何影響你的品牌頁面,以及你們將要如何積極地考察。

    • Content Review: Facebook puts a lot of focus on connection, and Facebook users will find a greater connection between users and pages they engage with the most. Take some time to think about your content: is it engaging? How engaging is it? Does your fanbase find your content interesting? Are they more likely to click on a post to view and maybe like it, or do they also actively comment and share the content? Bear that in mind now that Facebook can potentially punish you for publishing boring content.
    • 內容回顧:臉書特別關注「關係的連結」,臉書用戶將會跟頻繁互動的頁面有更多連結,各位不妨回頭想想自己的內文-有互動嗎?如何互動?你的客群找到你內容的有趣之處嗎?他們是否更傾向點擊內文觀賞內文?他們有可能主動評論或分享內容嗎?請記住…FB現在是會懲罰無聊的PO內容!!

    • Action Review: don’t assume that just because you posted something on your page, people are going to actively engage with it. If you don’t already do it, it’s time for you to start using call-to-action (CTO) in your posts. Now, a word of caution: when misused, these can look tacky and boring, and they can also lead to people unfollowing you. ‘Like this page’, ‘Like this picture’, ‘Like and share’, ‘Comment and share if you want X’. However, find creative ways of integrating CTO in (some of) your posts – perhaps a nice picture with a CTO but leaving the caption short and sweet, so you’re being ‘covertly direct’ in the action you’re asking your fans to do. (The same applies to Twitter and pretty much any other social network where you have a presence.)
    • 行動回顧:絕對不要假定你的貼文一定會主動跟你互動,如果過去你對此沒有特別在意,是時候準備使用「行動呼籲」,重點在於…如果行動呼籲用得不好,貼文可能無聊又俗氣,他們很可能會號召親友們退讚。
      喜歡這則貼文、喜歡圖片、按讚以及分享、評論和分享如果你想要用戶上述的任何行為。找出有趣的方式來整合行動呼籲-也許是一則漂亮的圖片搭配行動呼籲,但是要留下精準又吸引人的標語,你必須在行動中偷偷指示「你希望粉絲去做的行動」。(同樣的方式適用於TWITTER或著是其他你有著帳號的社群平台)

    • Frequency Review: Your most loyal fans (those who engage with you the most) are the ones who will see more and more of your content. However, because they’ll be more likely to see all your posts on their News Feed, it’s time for you to reconsider how many posts you’re putting on your Page. 3 posts? 2 posts? 1 posts? One every 2 days? There is no magic number, and the number of posts you should post mainly depends on your sector – for example, if you’re an SEO Agency or an SEO Companyand you have a fanbase that is mostly interested in SEO, digital media and marketing, more than one post could be ideal. Test with your posting frequency and see how your fanbase reacts to it. Do they click more on your content? Do they engage more with it? Are they driven to unlike your page because of your constant publishing?
    • 頻率回顧:你的那些死忠鐵粉(跟你互動最密切的人),將是最容易看到你最多貼文的人,但是..因為他們很可能會在自己的動態牆看你的貼文,所以是時候考慮…你自己的頁面要貼多少PO文。3篇?2篇?1篇?2天一篇?這邊並沒有一個黃金數字,而這關於PO文的數字必須依賴自己的考量-特別是要參考經驗。如果你是一位SEO操作者、甚至是SEO公司,你的粉絲群或許對SEO、數位媒體、相關行銷也深感興趣,超過一篇或許是比較理想的方式。測試你的PO文頻率,以及看看自己粉絲們的互動情況。他們會因此點擊更多嗎?他們有更多的互動嗎?他們會不會因為你的內容而退讚呢?
↑↑互動頻率當然也是內容脫穎而出的關鍵要素之一。不過也要小心自己沉迷其中喔
  • Money Review: yes, the dreaded money review. While Facebook didn’t mention paid advertising yesterday, we can be sure of two things – paid advertising won’t suffer any changes, and it will still be a focus for Facebook. While Facebook isn’t changing paid advertising, it is definitely going to be impacted by these two new algorithms (and the third one to follow). If you’re being stagnant with your content strategy, your content is less likely to be shown to Facebook users, while they enjoy more content from their friends and other pages who actually DO engage more with them. To put it bluntly, you’re going to see more competitors within the same industry competing for the most engaging content, to win more space on their fanbase News Feeds. Since there’s just so many people your posts can reach organically, more and more brands will recur to paid advertising. Is YOUR brand ready for this change? Will you only recur to paid content as a last resort, or will you use it regularly? Either way, it’s time to review your Facebook budget.
  • 付費回顧:是的,讓人驚懼的付費回顧,雖然FB昨天並未提到廣告部分,我們可以肯定兩件事-付費廣告經不起任何波動的影響,付費廣告仍然是FB的重點聚焦處。當FB並未改變付費廣告,但仍然會受到上述兩種新演算法的影響(第三個也緊接在後)。如果你的PO文內容仍然一成不變,你的內容出現率將會大幅降低,而出自親友、且讓人樂在其中、頻繁互動的內容將會大幅提升。
    坦白講,你將會看到更多競爭者為互動率而跟同行競爭,粉絲的動態牆至此可說是寸土寸金,因為許多人的貼文將會有系統地出現,也造成愈來愈多品牌借重於「廣告」,你的品牌準備好這波變動嗎?
    你只會買付費推廣做為壓箱寶嗎?或著你經常得使用這招?沒關係,現在是時候去重新估量你的FB預算了。

To read the official blog post from Facebook about the new algorithms, click here.So, what do you think of the new changes? Let me know in the comments below, or if you have any questions just give me a shout!

去看看FB官方部落格,上面有新演算法的說法。然後…你對於這波改變有甚麼想法嗎?
可以留言與大家分享一下,或著你有甚麼問題也能夠趁機提問喔。

↑↑儘管FB不斷被唱衰,不可否認他還是目前全球最強的社群平台

※附註:

其實原文最精華的地方就在於FB釋出的三種演算方式,

最後的整理跟分析就是各家SEO、行銷者抒發己見的時間,

如果是熟練的小編,四點整理基本上都是必須了解的技巧:

1.內容為王…這不用多說了吧?內容、內容,還是內容

2.行動呼籲…老生常談,現在複合性的貼文早已成主流

3.黃金發文頻率…沒有這種東西,每一個粉絲團都不一樣,
請自己努力找出來

4.付費廣告是否會受影響…?該場記者會FB並沒有挑明,
不過田木子認為推擠法一樣適用於廣告。

5.除了上述三種演算法外,田木子認為還有第四種…甚至第五種,
衡量好友、互動圈的共同喜好,以及整合每位用戶的
按讚傾向,使廣告能夠打到更多潛在客戶。
有點類似田木子之前PO的YOUTUBE廣告那篇的概念。
不然很難解釋…有些產品田木子根本沒有接觸過…
卻頻繁出現在動態牆。

打完收工,很有趣但卻不難的一篇。

延伸閱讀:
第一篇:

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

第二篇:

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

關於社群廣告的投放機制:

惱人的Youtube廣告?關於Google廣告個人化設定

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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