Facebook is giving people what they want (engaging content, that is)

Giving people what they want. This is how I would sum up news from EdgeRank Checker that Facebook user engagement is at least 70% lower with posts to Facebook through 3rd party applications (like Hootsuite). We’re not going to get into details on the methodology of the report. Check the original post for that. Allyson Kapin does a great job running through the report and its implications over on Frogloop.

Posting to Facebook with 3rd party applications lowers engagement
Infographic looking at lower Facebook engagement on posts from third party applications.

The idea that posts to Facebook from third party applications get less visibility on Facebook is not new. But this study is the most conclusive look yet at real data. What we want to look at here is what’s the moral of this story for organizations.

What you, as a Facebook user, see on Facebook is not simply a chronological stream of everything posted by every one of your friends and the pages you have liked.

When you visit Facebook you are seeing what Facebook shows you. It’s their network, after all. And what they are showing you is what they think you are most likely to be interested in reading as judged through past likes, comments, wall posts and tags.

Most people have figured out that there is at least some difference between “Top News” and “Most Recent” Facebook streams (though if you have figured out why you see what you do on the Facebook mobile app let us know – that one seems inexplicable at times).

Facebook wants you to see Top News because it believes you will be more likely to be interested and stay on the page. Facebook wants you to be happy.

This, friends, is the world presented to you through an algorithmic filter. Facebook figured out that people are happier seeing stuff they like. Continue reading “Facebook is giving people what they want (engaging content, that is)”