Using the Facebook algorithm to grow your podcast

The Facebook algorithm is constantly updated. The various weights and relevance that Facebook can assign to these areas can be changed. But the general use of the Four Factors should remain fairly constant. If used correctly, you can use Facebook to your advantage to promote your podcast, your profile, or your business.

When the Facebook Algorithm looks at your posts, it looks at four areas: Inventory, Signals, Predictions, and Scores. I talked in a previous article in depth about what each of these areas really represents.

Each person who has an account on Facebook receives their own individual score through the algorithm. This score is unique to each person and is determined by their own connections, interests, and how they interact with various content.

So, if you interact more than your friends or family about a post or article, your score for that post will be higher than your acquaintances. Facebook’s algorithm will use this information to show you other content it thinks you’ll interact with as you go.

Let’s use an example to illustrate this:

Suppose a friend you work with publishes a post about implementing robotics technology at his company. The publication discusses how it will make the shipping and receiving area more efficient and save the company millions of dollars per year in expenses.

His friend then comments that he will cut the workforce of employees in that department in half and that is where the savings will come from.

You “Like” that post. Then “share” that post and “tag” a couple of other co-workers in the process. You comment that you don’t like it when “computers take over.”

Your friends then “like” and “share” with their social profiles. They also leave comments.

Over the course of a few hours, the original author, you, and those who have commented strike up a conversation. You can even post some links to other content that supports your point of view.

Others who don’t work for your company also see this and interact. Leaving comments and sharing the post with your followers. Some of them post it to groups they’re in and that leads to additional comments and shares.

The Facebook algorithm takes ALL of that data and gives this post a HIGH SCORE. There is a lot of interaction. Lots of exchange between various interests and groups. This is the kind of Facebook post that will promote to other sources and timelines, even those you don’t know. They could be “friends of friends” (in Facebook terminology).

In the process, Facebook determines that you need to see more of the person who originated the post. The algorithm has determined that you will likely be commenting and interacting with additional information that this person posts on their own timeline and feed. Which, once you see it, you do!

The same would happen with other people. Facebook will show them more information about YOU.

Have you ever received those “Friend Recommendations” from Facebook? Those are not random recommendations. The Facebook Algorithm has determined that you and those you are not connected with have a lot in common. They are trying to get you to connect so that more interactions between your contact list and your contact list can happen. This in turn will grow Facebook!

Have you ever had one of those posts where you share something with the world and no one notices? Your mom can give a like, but is that all? I know I have. That used to confuse me. How can other people get tremendous traffic but I get next to nothing?

Well that’s how it works and why those posts fail.

It’s all about algorithm scoring again. But this time, a “low score” instead of a high score.

Let’s say you make a post about something you haven’t discussed with your group before (or it’s been a long time since you last shared something about that topic).

It could be something as random as posting a memory about your high school graduation.

Nobody comments. You can have 800 likes. But no one comments. You can have 1,000 views. But only three comments and one action.

The Facebook algorithm will not give this post a high score. You will get a relatively LOW score, even if you have 800 or 1000 likes. Facebook does not judge “likes” in the same way as “shares”, nor does it judge “shares” as much as comments and interaction.

Because this post has such a low rating, it won’t be shared with most of your contacts. Perhaps your immediate family will see it. But that’s it. Unless you start having a conversation with someone (anyone, even your family), this post is going nowhere.

Facebook, LinkedIn, Twitter, Instagram, Pinterest, all the social media platforms out there, use an algorithm to support the platform. This algorithm is used to determine what other people will interact with on the platform. Links that take people away from the platform receive lower scores.

This is important to remember when posting your information on these social networking sites. If you want to increase your visibility, especially on Facebook, you need to use the algorithm to your advantage.