A Facebook comment is worth more than a like, which is worth more than a click, according to Jeff Widman, co-founder of analytics tool PageLever.
The greater the engagement you have with your fans on Facebook, the more prominent position your content will be in their news feeds.
This is an important fact to understand if you are a journalist managing your news organisation’s Facebook page.
Speaking in this week’s Journalism.co.uk podcast on the best time and frequency for news organisations to post to Twitter and Facebook, Widman clearly explains how Facebook’s algorithm, EdgeRank, works.
Don’t just post like a status update. Post it in a way that tries to get people to comment or like. The reason you’re doing that is you’re trying to get people to take actions that explicitly show the algorithm that they are interested in your content.
Facebook is watching all the explicit actions the user takes. It is watching if a user comes and visits your fan page, it is watching if a user clicks on your content, it is watching if a user clicks like or shares. However, a comment is worth more than a like is worth more than a click.
If people are clicking your status updates that’s good, but you’re going to get a lot more glue (Facebook calls it affinity) between the user and the publisher if they’re leaving a comment.
Listen to this week’s podcast for or more tips on posting to Facebook.
Tipster: Sarah Marshall
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Tags: edgerank, Facebook, jeff widman, pagelever, tip, Top tips for journalists
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