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Posts in Content

The ultimate guide to the Facebook Edgerank algorithm

EdgeRank is one of the most important algorithms in marketing. Despite this, very few people have heard of it and fewer still can claim that they fully understand it.

EdgeRank is the name of the algorithm which Facebook uses to determine what appears in their users’ news feeds. The news feed is Facebook’s ‘Killer App’. There is a plethora of information available to Facebook users, and the newsfeed is the order in which it appears.

It determines which of your connections is the most important to you and thus appears most frequently, and which kinds of content should appear higher than others. For anyone seeking to market a product or service on Facebook it’s essential you understand how this algorithm works.

Understanding the rules of the algorithm and changing your tactics to reflect the system can make the difference between a business changing campaign and an embarrassing failure. Yet despite this huge importance very little has been written about the algorithm.

60 comments

Content analytics for marketers

As marketers, we are becoming increasingly data-focused. It is likely that the next generation of CMOs will not just be creatives, but also data scientists standing in the control room of their organisation, with dashboards of live data flowing in from sales, marketing, and customer service activity.

This goes beyond transaction and conversion data, to include details of interactions with brand-authored content, as well as user-generated content and sharing of content on social networks.

So how can content analytics allow you to build detailed customer profiles, analyse customer feedback for trends, and personalise content and product propositions?

6 comments

Should fashion retailers adopt augmented reality?

Augmented reality is perhaps one of the coolest technologies to emerge in the past several years. It's not difficult to understand why -- just look at these cool augmented reality videos.

But can augmented reality really create business value for fashion retailers?

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Want quality content? Produce it in-house

For me, it simply comes down to the fact that agencies overcharge and under deliver. 

Maybe I’m too fussy, but I’ve proved from experience that having someone in-house producing editorial content produces better quality results.

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Thanks to simplicity, the New Yorker thrives on the iPad

As publishers and new media companies try to tap into the potential offered by the iPad, many have decided that offering richer, multimedia-laden experiences is the way to go.

Take Push Pop Press, for instance. Its vision for tablet publications: turn them into interactive applications. Its centerpiece, Al Gore's Our Choice interactive e-book, was heralded as "one of the most...impressive apps you've ever seen."

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Know your audience: lessons learnt from the newsjack

Content-driven everything is pretty much the marketing mantra. More than that, it's the rationale for anything we do online (depending on how we define content), and it's a pretty banal observation.

If something isn't content-driven, then what is it? Fluff-driven? Waste-of-time-driven? Tricky-dicky-driven? I'd go as far as to say 'content-driven online marketing' is some sort of mega-tautology.

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As social grows, community manager roles proliferate

Social media is all about people, and as social role's prominence as a business tool continues to grow, and according to software provider EPiServer, there will soon be substantial growth in the number of people -- 'community managers' -- who are hired to manage social media.

In a survey of 250 senior marketing executives in the UK, EPiServer found that nearly three-quarters of companies are involved with online communities or planned to be within the next 12 months.

As would be expected, much of the activity in this area is taking place on popular third party-owned sites like Facebook, Twitter and LinkedIn.

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NoSQL for the rest of us

NoSQL is fast becoming one of the trendiest tech buzzwords, and that means one thing: geek fights!

The relational database may not be dead, but there are legitimate debates about NoSQL alternatives to popular RDBMSes like MySQL, MS SQL Server and Oracle.

For most companies, however, such debates may seem too technical and abstract to be of any importance. But that doesn't mean that the NoSQL 'movement' should be ignored.

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Q&A: Tomas Bella of Piano Media on the paywall that's working

While many publishers in the West struggle to build profitable paywalls, I recently reported that a paywall in the East may provide a blueprint for success.

That paywall was erected in Slovakia by a company called Piano Media. It brought together nine of Slovakia's largest news publishers, and the early results are impressive given the size and characteristics of the Slovakian market.

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To prevent cord cutting, cable networks embrace the web

Are cable customers ditching their cords, or shaving them? While the debate over what cable customers are doing and planning to do with their cords continues, one thing is clear: cable players are concerned.

So in an effort to prevent cord cutting, they're increasing looking to find ways to embrace the channel cord cutting is blamed on the internet.

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Belgian newspapers: Google is boycotting us. Oh wait...

In 2006, a Belgian newspaper group, Copiepresse, sued Google. It claimed that the search engine was violating its copyrights in showing headlines and excerpts from its newspapers in Google News.

Google lost in court, but it may have won a small moral victory when it left those same newspapers crying 'Bloody Mary!' this week. The reason? They noticed that their websites were no longer appearing in Google search results.

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How to beat Panda: split into multiple sites?

Google's Panda update was designed to eliminate spam and content farm content, thus improving the quality of Google's index and SERPs.

Many sites caught in Panda's grip claim that they were unintended victims of the update, and have sought ways to recover.

Many have been unsuccessful in reestablishing themselves with Google, but according to the Wall Street Journal, one publisher may have found the secret to recovery.

4 comments