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What Can Marketers do to Respond to Facebook's Edgerank Algorithm Changes?

112987077Several Facebook page administrators are up in arms over the site tweaking its EdgeRank algorithm, making users more likely to see brand-based posts with higher levels of engagement and not posts with only a comment or two. After We Are Social conducted an experiment to see how the page's reach has fallen recently, the site commented on how pages can react to these changes and get back into the news feeds of their fans.

After hearing all of the uproar about Facebook's alleged changes to EdgeRank — the algorithm that determines what users see and when — We Are Social wanted to test its own page to see if there was some truth to the rumors.

What it found, after analyzing its page through Socialbakers' technology, fell in line with other page administrators' complaints.

But there's hope, writes Robin Grant, We Are Social's global managing director. Grant notes that now that Facebook is trying to direct users toward posts with more engagement, pages have to figure out what they can do to boost engagement — largely, discovering new ways to truly connect with their fan base.

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Marketers hopeful on future of Content Marketing

112987077Brands, agencies cite numerous benefits of content marketing

Content marketing serves a variety of purposes, from building brand awareness to engendering loyalty and helping push potential customers down the purchase funnel. And August research from content marketing platform Outbrain and Econsultancy indicates that a solid minority of marketers, along with 13% of agencies, worldwide are already defining content marketing strategies.

Even more plan to do so in the future. Among in-house marketers, 55% said they were planning a content marketing strategy, as did 58% of agencies. That left just 8% of marketers and 29% of agencies without any content marketing strategy plans in the coming years.

The most effective type of content marketing is email newsletters, cited by half of in-house marketer respondents. Social media posts followed close behind.

In-house marketers were most likely to plan to increase their use of Twitter and Facebook, at 90% and 81%, respectively, to distribute content, making the social platforms the most popular channels for sharing and promotion. And more than six in 10 marketers said they already used those channels.

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Un-Followed on Twitter? Here's why...

112987077Have you ever wondered why there's a decrease in the number of your Twitter followers? You might feel that you're doing everything right, only to find that some of your precious Twitterers are leaving you. Before you hit the panic button (oh no, I'm a Twitter fiasco waiting to happen! Sound the drums and alert the guards!), read these first.

Reason 1: It's not your fault

First off, let me say that the more followers you have, the higher the possibility there is that you will be experiencing some fluctuations in your follower count. You've probably unfollowed some people yourself, because you want to "clean up" your Twitter account. For example, you may have decided that you want to keep your Twitter account strictly personal, and you only want to get Tweets from your friends. Or you may have changed interests; you may have dumped the New York Knicks for the Houston Rockets when former Knicks star Jeremy Lin was traded for Houston. The point is, don't kill yourself over some unfollows. Believe me, it's not worth it.

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How Much More Can Facebook Grow?

112987077As you've likely heard, Facebook now has 1 billion users. Now the countdown to 2 billion can begin, but when could the social network reach that number? According to the chief technology officer of The Huffington Post, Facebook could double its membership in two years.

John Pavley thinks Facebook can get to 2 billion by just 2014. However, the significant growth will also be the site's death knell. He notes that Facebook isn't too big to fail:

The problem is the diminishing value that each new user adds to the Facebook business model. In the run-up to 2 billion, Facebook hopes that each new user will bring in more value than the previous user. But Facebook doesn't know this for sure, as it already has more users than it can count. As (Co-Founder and CEO) Mark (Zuckerberg) admitted last week, Facebook estimates that it has 1 billion users, but even this number is uncertain because it's too much data to manage.

Our brains are geared to deal with human-scale problems. We can't count to 1 billion. A computer can count to 1 billion, but computers are only as smart (or dumb) as the humans who program them. If I can't properly account for and understand my 1 billionth user, then that user is worth less to me than my 1 millionth user. Instead of knowing my users, I can only guess, or estimate, with less and less accuracy, who my users are and what they need. My 1 million valuable users get lost in the noise of the average 1 billion users.

It's the Law of Diminishing Returns in effect.

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5 Risks of Using Social Media as a Corporation [Infographic]

112987077There are plenty of legal hurdles that corporations have to navigate in their day-to-day operations, and social media is no exception. Here are the top 5 risks that corporations face when tweeting, status updating or blogging.

Click4Compliance.com took a look at how corporations currently use social media and their attitudes towards it, to determine what risks they encounter in 140-characters or less.

The biggest risk? It comes from the employees. Corporations' number one concern about social media is employee violation. Suspicions are so high that employees are misusing corporate information on social networks that 20 percent of companies polled say they've investigated their own employees to ensure they're not oversharing or misrepresenting the company online. So be careful what you tweet, because your boss might be watching!

Employees using social media sites while at work is another concern that companies have. 60 percent of employees say they spend at least 30 minutes a day – at work – on Facebook or Twitter. And given the privacy and security issues that surround social networks, it's no surprise that this is number two in terms of corporate social media risks.

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