Facebook’s Updated Algorithm to Favour Brand Tagging

Facebook’s latest algorithm changes has resulted in more favourable results towards brands that tag other brands in their status updates.

On 24th February 2014, Facebook announced that your brand’s updates can increase their reach by tagging other brands in their status. Whilst great content is one way of growing your likes and pulling in a crowd and will get you more exposure in other people’s news feeds, Facebook has now made it easier to increase your reach even further. If you tag another brand in your update, Facebook may potentially show this update to the tagged brand’s fans and followers as well as your own page’s fans and followers too.

This is what a tagged status looks like.

Facebook Brand Tagging Algorithm Update

As well as showing up in our fan’s feed, Digitally Sorted can also potentially show up in WordPress fans’ feed too, even if they’re not a fan of Digitally Sorted. And vice versa. This has huge potential to significantly increase reach.

However, the emphasis is on ‘potentially’, for Facebook won’t automatically display your updates when you tag another brand. If you’re currently writing a post with half a dozen brands tagged in it, stop now. Facebook’s new algorithm can tell if you’re going tag-crazy. For example, Facebook rates your tagged post as more high quality, the more congruent it is. So, if there’s a lot of people who like Digitally Sorted who also like WordPress then Facebook recognises that there’s something connecting the two pages. Better still, if there’s a lot of people who like WordPress and also like Digitally Sorted. Then, Facebook thinks ‘ah yes, this post would go down well amongst WordPress’ audience.’

What does this mean for brand strategy?

Think about the wider picture. You’ll probably be able to reel off half a dozen of your direct competitors but can you name brands who sit alongside you? What brands live in harmony with you? For example, if you’re a coffee brand, what are other brands that slot in nicely with you? By identifying the occasions when coffee is drunk, you can better work out your ‘friends’.

Coffee is drunk:

  • In the morning. So breakfast brands would be immediate prospects.
  • After a long day. Maybe with a book or a favourite TV Show. Therefore, what are the TV Shows that your audience like? Where would they buy their books from? What books do they enjoy?
  • With cake. Needless to say, what cake brands are often eaten with coffee?

It’s no longer good enough to think that your brand exists in a silo. It doesn’t – it sits along other lifestyle brands and building associations with these only makes your brand stronger.

Co-marketing is fast becoming the smart way for brands, in an ever-competitive and fickle industry to outrank and outreach their competitors.

Smart co-marketing taking advantage of Facebook’s new algorithm will certainly boost brands that are doing it in the ‘right’ way.

But what do you think? Is your brand open to this? As a consumer, would you appreciate seeing related brands’ posts in your feed? Or is that annoying?


How to ‘like’ a Facebook Business Page from another Business Page

If you’re a small business or a start-up reciprocity is key.

One of the first things to establish is mutual appreciation from other businesses. So let’s start with Facebook. Liking another Facebook Business Page from your Business Page will help get their business more exposure to your fans and vice versa.

So how to ‘like’ a Facebook Business Page from another Business Page

1. You have to be an admin of the Page you want to ‘like’ other business pages from. Go to the page you want to add to your business page’s Likes. Under the cover photo on the right you’ll see a Cog icon normally by the ‘Message’ functionality. Click on this and a dropdown will appear. Click on ‘Like as Your Page’.

How to 'Like' a Business Page from another Facebook Page

2. A list of pages that you are an admin of will display in a list. Click on your business page that you want to add the ‘like’ to.


3. Visit the Business Page you just added this like to and in the right hand column under the ‘XX Friends like [Your Facebook Business Page] you’ll see a list of the pages that your business page likes.

How to 'Like' a Business Page from another Facebook Page

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Facebook’s Algorithm Changes will see more Promotion of Link Share Updates and Fewer Text Status Updates

Facebook often makes small changes to its algorithm that has larger consequences for brands. Their recent announcement was no different.

Page owners can expect to see a decrease in Facebook promotion of the amount of text status updates and may see an improvement in engagement and distribution for updates with richer content.

What does this mean for brands? Regardless of what you’re posting, Facebook advises that “In general, we recommend that you use the story type that best fits the message that you want to tell – whether that’s a status, photo, link or video,” However, if you’re going to be posting a link, it is advised to decrease these type of status updates that embed the link:

Facebook's Algorithm Changes - Text Status Update example

And instead increase these types of posts that use link share:

Facebook's Algorithm Changes - Link Share post

According to Facebook, these link share posts generate more engagement (likes, comments and shares) and as is seen, provides ‘a more visual and compelling experience’.

Facebook discovered during recent testing that when people see more text status updates from their friends, they’re inspired to write their own status updates. So much so that on average, it led to 9 million more status updates each day. However, this doesn’t have the same result as when Pages post text status updates.

It is apparently from their testing that users react to Page updates differently to friend updates and Facebook is attempting to differentiate between the two in order to serve better content to their users.

If you’re a Page owner and you see a marked difference in engagement either way for your status updates, do get in touch and share your story.

Full details of Facebook’s Algorithm Changes here >



Should you Fake it?*

The pros and cons of buying followers

It’s great to feel popular and there’s no easier way to determine your popularity through Twitter followers and Facebook likes. So it’s time to confess now – do you look at other Twitter pages and sigh with jealousy at their admirable number of followers? That’s all very well, but would you go so far as to fake your popularity?

Let’s analyse the pros and cons of buying your followers:

Pro’s of buying followers

The clout is in the numbers – the bandwagon effect certainly applies to Twitter and the more followers a Twitter account seems to have, the more importance a user places with it and therefore the more likely they are to follow. The same applies to most social networking profiles, in fact.

It’s cheap – For less than five British pounds, on the Fiverr website, you can gain as many as 10,000 Twitter followers overnight. There are also many more websites offering similar deals.

Should you buy fake followers?

Cons of buying followers

Forsaking quality for quantity – your numbers are up but your engagement remains the same. Why? Because the majority of your numbers are made up of ‘empty’ accounts. They’re mere shells so don’t go expecting any response from them. If you want retweets and valuable interaction, then your followers need to be real people who haven’t been paid to follow you.

Damaged reputation – we’re in an age where authenticity is hugely valued. If your users can’t trust you, how can they trust your products or service? Why not use Twitter’s Promoted Accounts service instead? This way, your paid-for-promotion is transparent and can still increase your followers without being underhand.

It’s a lie – no further explanation required – your popularity is a lie.

It’s the lazy way – building a loyal and engaged following takes time, thought and effort. It’s not easy, but it is fulfilling. Like building a house, you have to have solid foundations first and quality materials.

They’re not really followers – if you’ve paid for them, you can’t really claim they’re ‘followers’. They’re not even real people.

Fake followers can be dangerous – having fake followers can be like inviting hooligans to your party. Do you want them to target your genuine, lovely audience with phishing scams and dodgy links?

Admittedly, this is a rather unbalanced list, but we really can’t think of any more pro’s. However, with hundreds of companies touting their ‘fake follower’ wares and around 1 million fake accounts in circulation, it would seem there is demand for it. Indeed large brands and celebrities have been ‘caught in the act’. For example, according to the New York Times, Italian researchers, Andrew Stroppa and Carlo de Micheli have named and shamed companies such as Mercedes-Benz, Louis Vuitton, the Russia Prime Minister Dmitri Medvedev and celebrities such as 50 Cents for buying followers. This doesn’t, by any means, infer that its right, even if it is legal.

Unfortunately, increasing your number of followers the ‘right way’ (ie no trickery), is down to a spot on digital strategy, great content and appropriate online personality for your audience. If this isn’t working, you need to rethink, not reach into your wallet.

And lastly, did any of you watch Dispatches ‘Celebs, brands and Fake Fans’ Monday 5th August 2013, 8pm?

* You’re on the wrong site if you’re currently wondering whether a) he knows or b) is she?