Posted on 4/26/2016 by Wendy Hensley, Marketing Manager
A year ago Facebook announced that they would be making a change to the newsfeed algorithm so that they could better deliver relevant content to their users. They started to track what a user was engaging with (likes and comments) and then they give higher relevance to similar stories being in someone's newsfeed. What this meant was that if someone liked or commented on a post from your practice, then they'd be more likely to see your posts again in the future.
Last week Facebook announced another change to take this concept one step further. Now they are going to track how long you interact with an article or piece of content after leaving Facebook. This piece gives them additional insight into what a particular user like to read and see in their newsfeed.
This data is currently being collected on Facebook's new Instant Articles as well as articles that open in the Facebook application on mobile devices.
What does this mean for your practice?
Relevant and engaging content is more important than ever! If a Facebook user clicks on your content and immediately bounces right back to Facebook without taking much time to read the content, then this could negatively impact your visibility in the future. On the other hand, if a user goes to your page and takes the time to read the entire article, you're likely to rank higher in the newsfeed.
The interesting thing to note is that although this information is valuable to track user engagement and relevant content, it's also part of Facebook's push to get publishers using their new tool "Instant Articles" which means more content is being published behind Facebook's wall and less on other sites.
For now, it's important for your practice to take note of the changes and be sure that your blogs and other social media posts are engaging and targeted specifically to your audience.
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