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From: Jared Hamilton
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Morgan Auto Group moved up 25 spots in this year's "Top 100 Dealership Group Used-Vehicle Sales" supplement published by Automotive News. The…

Top 5 Luxury Cars for Any Type of Terrain

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Many automotive companies make luxury vehicles that can be driven on different terrain. If you like to take road trips to cities, forests, hiking trails, a…

My Dealership Story - Kristy Elliott

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Meet Kristy Elliott, the Dealer Operator at Sunshine Chevrolet and check out her dealership story. Learn how Kristy came from the non-profit world to …

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DrivingSales was so excited to have David Mead as a keynote speaker during Presidents Club. David works at the Start With Why foundation with Simon Sinek, …

You Have a Position to Fill – Who Do You Hire?

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Facebook Lets You Pay Your Way To A Better EdgeRank

Facebook’s EdgeRank is the elusive, mystical formula that calculates whether your story is interesting enough to be featured on your friends’ newsfeeds. One site compared the EdgeRank to a credit history: It’s important, unique to each user, invisible, and no one knows exactly how it works. Mathematically stated, the EdgeRank formula would look something like this:

Confused? Yeah, me too. The important thing to know is that the higher your EdgeRank rating, the more people see what you post, and the more viral your content becomes. So it’s especially important to brands that are focused on social media to maintain a high EdgeRank. You can check out this blog for more info about the EdgeRank and how to raise yours.

But that blog won’t tell you about the newest and fastest way to raise your score: pay money.Ever since its lukewarm public offering, Facebook has struggled to come up with ways to prove that social networks can be profitable. So far, their answer seems to be to charge users with new fees to optimize their EdgeRank.

 

 

That’s right, you can now use cash to amplify your reach – and your normal Facebook posts conveniently reach a mere 12% of your fans on average. That means that the $15 billion company is withholding your posts from 88% of your fans – unless you fork over some dough. It might be cynical to say that Facebook is artificially hiding your posts for the sake of profit; then again, it might be the truth.

Of course, the entire purpose of the EdgeRank algorithm is to populate your newsfeed with stories that Facebook thinks you want to read – and the notion of robots predicting human behavior is inherently problematic (you can read an earlier discussion about that issue here).

What do you guys think? Is the pay-to-promote option a valuable service, or is Facebook trying to jump start its own economy?

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Alex Schoeneberger
There is a lot of confusion around EdgeRank and most people still don't even know about it. This post certainly sheds some light on it as I tried to do a few months ago. It's a topic that needs repeat coverage because most people are only just now beginning to realize that their posts only reach a small portion of their fans. What I think bears mentioning here is that this dilemma was true even before Facebook introduced a pay-to-play feature that would increase a post's reach. The EdgeRank algorithm already limited it and Facebook finally wised up to introduce a means to ensure everyone sees a post. The cool thing about it though is that for most dealers, it will be pretty cheap ($10) to reach your entire fan base - unless you've done something to boost your fan count, hopefully targeting local people and not simply paying $500 for 5000 fans from Turkey. The bigger question here is what types of messages should you use this for? Surely you don't want to pay to put a caps lock post about your weekend tent sale on blast, but I think because money is involved, many will be tempted to do that.
Alex Schoeneberger
There is a lot of confusion around EdgeRank and most people still don't even know about it. This post certainly sheds some light on it as I tried to do a few months ago. It's a topic that needs repeat coverage because most people are only just now beginning to realize that their posts only reach a small portion of their fans. What I think bears mentioning here is that this dilemma was true even before Facebook introduced a pay-to-play feature that would increase a post's reach. The EdgeRank algorithm already limited it and Facebook finally wised up to introduce a means to ensure everyone sees a post. The cool thing about it though is that for most dealers, it will be pretty cheap ($10) to reach your entire fan base - unless you've done something to boost your fan count, hopefully targeting local people and not simply paying $500 for 5000 fans from Turkey. The bigger question here is what types of messages should you use this for? Surely you don't want to pay to put a caps lock post about your weekend tent sale on blast, but I think because money is involved, many will be tempted to do that.
Bryan Armstrong
Believe it or not, I think this would be great for some Dealers. IF USED PROPERLY!!! Let me explain: Many Dealers pages used to be centered around give-a-ways to attract fans, followed by periods of BLASTING those they had tried to attract with promotional ads, inventory, "come see us today for a new car" status updates etc. Hence, IF you have seen the light and you have good content and are now being SOCIAL on this Social Network, it might be worth a couple hundred to re=connect with all those people who've tuned you out.
Bryan Armstrong
Ha! Alex, sorry, I just went back and read your reply after posting mine. Seems we're in agreement! ;)
Alex Schoeneberger
Great minds think alike. ;-)

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