Mark Cuban, the billionaire who owns Dallas Mavericks, recently announced that he was moving his brand away from Facebook, complaining that the social network intentionally throttled the outreach of his page’s posts. Facebook has now countered this with a detailed explanation of its EdgeRank algorithm, which determines the visibility of the posts.
Will Cathcart, Facebook’s Product Manager, dished out a detailed explanation of the factors that EdgeRank has to consider. Cathcart frequently used Yoda as his example figure to cite how Facebook’s algorithm works.
For instance, if a user doesn’t wish to see updates from a given source, the social network ensures that the update do not appear on his news feed. Cathcart further states that among the numerous factors that EdgeRank considers is a user’s reaction to a post, the nature of the story and the device on which a user is viewing that story.
If a user is accessing Facebook from a feature phone, for example, EdgeRank will make sure that if a post contains a photo, it doesn’t appear on his news feed. It is simply because feature phones normally do not support such media as photos and videos while browsing online.
Cathcart says that this, and many other similar factors based on user’s feedback to past posts are used to decide whether or not a given post should be displayed on his news feed. Nonetheless, there is a way to circumvent this limitation and that is by paying Facebook a predefined sum.
Promoted posts are usually not exactly what the users want to see but they do appear at the top of the user’s news feed. Such brands who wish to engage with their entire user base can make use of such posts to ensure that their updates land on the user’s news feeds.