Facebook is a living and breathing entity. The online society has become ingrained in over a billion individuals’ lives. One-fifth of the world’s population logs onto the social network at least once a month. And once they’re there, the average user spends 40 minutes a day on the platform. Facebook’s population ranges from grandparents to middle schoolers to everyone in between. If Facebook were a country, it would have the third-highest population, behind China and India. Have we gotten our point across yet? Facebook has revolutionized communication and isn’t going anywhere anytime soon.
Next time you log on to Facebook, notice that your news feed is primarily filled with posts from the users you engage with most. Facebook’s news feed algorithm, EdgeRank, takes note of your every interaction within the network — Likes, comments, shares, page visits, etc. — and serves up similar content in your news feed that it thinks you’ll find interesting. Making its platform valuable to end users — not marketers — is a huge priority for Facebook.
Marketers are often on social media to sell. Consumers, however, are not. Fans rarely return to a brand’s Facebook page after that initial Like. Which means a brand’s content needs to find consumers, since consumers more than likely won’t be searching for it.
It all boils down to the news feed — an open gate to getting your content in front of fans. What shows EdgeRank that a piece of content is great is engagement. The more shares, comments and Likes a post has, the greater the content’s visibility and the more likely it is that Facebook will serve it to fans’ news feeds.
As straightforward as this sounds, it’s still a task most retailers haven’t grasped. In this quarter’s Facebook Commerce Index (FBCI), we’ve taken a closer look at four retailers that have nailed the art of Facebook marketing. You’ll also find explanations of these Facebook changes as they apply to retail brands:
Improvements to embedded Facebook posts
Facebook’s new mobile ad network, Audience Network
Better-targeted Facebook ads
Additionally, you’ll find a list of the top 25 retailers by fan count, fan count growth, and fan percentage growth. Trust us, these are the brands you’ll want to “Facebook stalk.”
Blog post by Jordan Nowlin, social media and blog manager, ChannelAdvisor