The diminishing returns of Facebook EdgeRank – or maybe not?

I have to be honest here.

I really don’t particularly like Facebook as a business tool <disclosure>

It could be the amount of spam.

It could be the tagging, the spammy messages from strangers, the inane games and the poking. (remember pillow fights?)

Or maybe the poor, unfortunate souls who are stuck in a refugee camp with their kids and need you to send them money now (with no explanation why the name and image relate to someone else entirely and how they have good internet access and a computer in the middle of a humanitarian disaster!)

There have always been a lot of reasons to Dislike Facebook.

Unless you use it as it was intended – to keep in touch with your close circle of friends and family through your personal profile.

What about “business pages” then?

Yes, you have probably read a zillion posts about how to increase engagement, what type of posts get the most Likes or comments, how to respond to negative comments, how to get more fans without buying them…

So, I’m not going to bore you with more social media replication here.

It is all about Edgerank!

Edgerank is the Facebook equivalent of Google’s infamous algorithm.

It is the formula Facebook uses to decide what to serve you up in your newsfeed. It is based on the people you have had the most conversations with, the number of Likes on other people’s stuff, the people Facebook decides you would like to hear from the most.

And then Facebook tweaks their Edgerank and all of a sudden all you see is motivational posts by people you have never heard of…

Then Bam! Your friends are back again…

But often the ones you talked to a lot no longer feature in your feed.

Damn Edgerank!! Grrrr! (say most Facebook users)

So the idea for business pages is that they get lots of fans, get them liking and commenting by posting inane crap like “Who’s having an awesome time this weekend?” or “What’s your favourite BBQ treat?” …

Because it helps your “real” marketing posts to be visible to your potential audience.

And in many cases brands have paid a significant sum to “buy” this audience through the use of Facebook’s own pay-per-click advertising!

What happens next?

Facebook go all IPO on us and suddenly have to justify the multi-billion share price tag by actually returning a profit.

Well, they ain’t going to do that with PPC are they? Not the way those ads get clicked on!
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