What is Multi-Touch Attribution? Multi-touch attribution is a measuring technique used in marketing to determine the value each touchpoint has in driving conversions in the consumer journey.
People now know about EdgeRank as written in my previous blog. However if you have missed it, here is a short review. Facebook filters the posts what you see in the News Feeds. As the name “Top News” suggests, these are posts which Facebook believes people will find more interesting. These factors are determined by EdgeRank which is an algorithm developed by Facebook to administer what is displayed and positions it in the News Feed section based on these three components: affinity, weight and time decay.
However, the EdgeRank algorithm often results in relevant posts being downgraded and then these posts would be lost forever in the never-ending social story avalanche. That is why Facebook has introduced “story bumping”. It provides a way for downgraded posts to be seen by modifying the previously used logics. So, instead of picking from the most recent posts, this new story bumping algorithm looks for the most recent posts that have not been viewed by the users. Now you do not need to scroll down to discover the old contents that you may have missed.
Another new change in Facebook is the “Last Actor”, which takes into account the last 50 interactions a user has made such as liking a page or posting on a friend’s timeline. These interactions have a strong influence in the Affinity component because people with whom you’ve engaged with recently are given more weight. For instance, if you’ve frequently liked and commented on the status of a friend then Facebook will push up these activities higher in the News Feed. For Pages, it is ideal to be amongst the last 50 interactions to receive the bump towards affinity. Some brands will be able to significantly increase their post frequencies which may add the likelihood of being included as one of the Last Actor’s actions. So, take advantage simply by being active and interactive in Facebook for your page or brand promotion.
An Engineering Manager in charge of News Feed Ranking, Mr. Lars Backstrom explained about News feed and the types of stories that go into it. According to him, 1,500 stories per day are seen on average by a user. Facebook accepts all the stories input and scores them based on how relevant Facebook thinks it is for users. When News Feed is compiled, all the stories are sorted by their scores, with the higher ranked ones at the top. So you might wonder how these scores are computed. Backstrom says, “If you take a story recently posted, Facebook looks at it and inputs it into its algorithm and examines its relationship to the user, how many comments it has, the number of likes it has and renders a score accordingly.”
So what are your thoughts on Facebook’s new “Story Bumping” and “Last Actor”? Share your thoughts with us. If you have any queries regarding this blog, feel free to contact us at firstname.lastname@example.org or simply dial 0431 041 875.