You might not realize it but Facebook has an incredible ability to control the way people communicate with each other.
Now that the company has announced plans to expand its reach to over 1 billion users by 2021, there’s a whole lot of work ahead of them to make it a viable tool for managing social media accounts.
We talked with Jason Pohl, an executive vice president of marketing at Facebook, to find out more.
How do you decide what’s “relevant”?
Pohl explained to us that Facebook uses a metric called “relevance.”
“Relevance” is defined as the number of people who see your post or comment.
If you have more than 100 followers, that means that you have some value to the world.
If the post has 1,000 or more likes, that’s an important number.
If your post has 2,000 likes or more, you have a lot of potential to engage with others.
And, Pohl added, “If a post is shared more than 20 times, that is a meaningful number to your audience.”
In the future, Peltier said that “revenue” and “organic” are the two categories that will determine how Facebook manages its userbase.
“Revenue” is a number that Facebook will use to rank posts, which it calculates on a “revenues per thousand” basis.
“In other words, we have a model in place that allows us to rank content based on a number of different metrics, and based on these, we rank the content,” Pohl said.
“For example, we’re looking at engagement and the number and type of people that we engage with.”
Facebook also uses a number called “likes.”
“Likes” are essentially “liking” a page.
It’s a measure of the number you’ve liked and shares about a page, and can be broken down into three categories: “liked” – how many times you’ve commented about a post, liked a post from your friends, liked another post from a friend, or liked a page from a user’s profile.
“loved” – the amount of times someone has “lended a favor” to you on Facebook.
“followed” – who has followed you.
“saved” – whether you saved someone else’s post, made a friend post, or made a comment to someone else.
“thumbs up” – what you see on Facebook when you’re following someone.
“share” – when someone shares a post to their page.
“shared” – if someone shared a post with you.
Facebook also ranks posts based on how long they’ve been up, and whether it has been shared or not.
The metrics are all based on user activity, and they are also used by advertisers to target their campaigns.
“We use a number for how many likes you have,” Peltiest said.
So, Facebook is using these metrics to rank what posts are liked and shared, and how long someone’s post has been up.
Pohl went on to say that Facebook also has a number to measure “retweets,” which are “lots of things people have posted, including pictures, videos, and links.”
“Retweets” are a measure that Facebook is also using to rank the posts you see in your News Feed.
“It is an important metric for advertisers, and it’s a metric that Facebook does very well,” Pelich said.
Peltiers also revealed that “organic views” is “the number of times people have clicked on a post or clicked on the post in question,” and that “over time, organic views are going to grow.”
So, as you can see, Facebook has a lot on its plate.
But there’s more that Pohl and Pelties have to share.
Facebook recently announced that they are planning to increase the amount that they charge advertisers.
“They are increasing the amount they charge, and that’s a very important part of their strategy,” Pielich said, adding that Facebook “will be moving toward more paid advertising over the next year.”
This comes as no surprise.
“What we’re seeing in 2018 and 2019 is a massive increase in ad spend on Facebook,” Pels said.
In other words: advertisers are getting more bang for their buck.
“Advertisers will be able to use this data to target campaigns,” Poulich said of Facebook’s new revenue model.
“When they’re targeting you, they’re using a metric to rank your content.”
Facebook is expected to add a $10 billion revenue plan in the coming years, which will be the largest in the world when compared to the $9 billion revenue the company brought in in 2015.
“One of the things we’re focused on in 2021 is getting advertisers to spend more on content,” said Pohl.
Facebook is expanding the amount it charges advertisers for content to more than $50 billion a year.
In 2018, Facebook was paying about $9.5