Facebook sure is a noisy place, but what is scary is that Facebook filters a great deal of that noise before it ever gets to us. I have noticed before that some of my posts don’t make it to my news feed, and I was always curious why that was. Well, Facebook has recently announced that my observations are correct. Well, they didn’t mention me specifically (which I’m sure was a mere oversight), but what they did say is that their algorithm filters out, on average, 84% of what is put on Facebook. 84%??? So, on average 16% of an individual’s friends, or a company’s fans, will see a post from that company or individual. That is amazing considering my news feed looks like a stock ticker after about 12 Red Bulls.
Facebook’s Vice President of Product, Chris Cox says that 16% is the average “across all posts from all profiles, and all pages of all different audience sizes and all different networks.” Part of me wants to shake VP Cox’s hand and part of me wants to thump him on the nose. I want to have my cake and eat it too. I want all of my messages heard but I don’t want to be bombarded with the other 84% of content that is being filtered.
So, what do we, as smart marketers, do? No, we don’t dump Facebook altogether for Google+. We give our fans and friends more of what they want. Facebook doesn’t filter 84% of the posts you make. They filter 84% of the posts you could have received. The algorithm focuses on delivering to its users what Facebook thinks they will be most interested in. Don’t be a part of the noise, be a part of the sweet music. Give very valuable content to your fans and friends, and see if you can break the Facebook average.
What are your thoughts about Big Brother… er, Facebook’s censorship? Please leave your comments below.