Getting Through the Noise on Facebook

Now more than ever is when you need to make each post count. Facebook status updates and shares, tweets, and email marketing newsletters are all important to maintain your fans, followers, and userbase. However, it’s getting harder and harder to cut through the noise. As more artists embrace social media 24/7, more companies bring their marketing online, and more “stuff” tries to get in your inbox or in your feed, which makes it harder to distinguish between the good and the fluff. 

Facebook is trying to take a proactive stance for quality. Their EdgeRank algorithm sorts what comes into your News Feed every time you login to Facebook. If you login every few minutes, you’ll see the best stuff from the last few minutes. If you login once a month, you’ll only have some of the best stuff over the last few days or the last few weeks. If you, as an artist or a brand, want to make it into that News Feed to reach all the people who already liked your page, then you have to tone down the number of posts that people don’t care about or are unlikely to get any engagement (i.e. likes and comments). You need to focus on quality. Once people stop engaging with your content, you’re almost lost from the News Feed entirely. 

Many Facebook page owners and marketers were up in arms when Facebook introduced the pay-to-promote option. If you pay a certain amount, you can reach a certain number of your followers. So instead of the EdgeRank algorithm deciding which 10-30% of your followers would see your post, you can guarantee views to your post and reach a lot more people. The conclusion was that many people paid Facebook for their likes through Facebook advertising and now Facebook was asking for money to reach those followers (double taxation, if you will). Some felt duped. 

Facebook is grappling with two different pressures: the pressure to increase revenues to perform well on the stock market for their investors and employees and to maintain the user experience for their users. Even if you think what Facebook doing is in part to increase revenues, which it is, they are also combating the increasing amount of noise on the platform.

The story? Facebook gets huge. Marketers flock to the platform for cheap advertising or for “viral” and organic ways of reaching more people. Facebook has to deal with all the noise and turns down the noise of not only the bad actors but also legitimate actors who can’t fit all their content in the News Feed. As social media gets flooded, social networks will turn to algorithms to chop down the noise or add in expert curation to pick out what’s the best content. No matter what the method is that prevents posts from being seen, you have to make sure you focus on quality to get through the clutter and actually stay visible to your audience and your potential audience.