Facebook is a powerful form of media for organisations seeking to engage with the public. There are two billion people on the platform worldwide and 40 million adults in the UK. More than 1,000 signals make up how the Facebook newsfeed algorithm serves 300 stories each day. It’s important for public relations practitioners to have a rudimentary understanding of how the algorithm works.

1. Unpacking the Facebook newsfeed 1
• What’s happening with
Facebook?
• How stories are being pushed
around the newsfeed
• What to do when you get back to
the office

2. Newsfeed in numbers
40 million
users in
the UK
1,000
variables
make up
newsfeed
Users see
300 posts
per day
2

3. Source: Fake News Inquiry, Digital, Culture, Media and Sport Committee (15 September, 2017)
Select Committee Fake News Inquiry 3

4. Newsfeed algorithm update 4
Source: Facebook newsfeed announcement (19 January, 2018)

5. Brand paradox: pay to play 5

6. Groups versus Brand Page 6
Group Brand Page
A community space for small
group communication and for
people to share their common
interests and express their
opinion
Enables public figures,
businesses, organisations and
other entities to create an
authentic and public presence
on Facebook

7. Pareto principle 7

8. Stories promoted 8
• Affinity: friends, family and close
friends
• Engagement: post bounce driven
by reaction, comment and shares
• User generated content: events,
recommendations, reviews and
check-in
• User choice: stories so compelling
people opt in
• Video: Facebook wants to be an
entertainment platform

9. Stories promoted 9
Source: Facebook newsfeed webinar for publishers (February, 2018)

10. Stories pushed down
• Negative user signals
• Clickbait and spam
• External links to low value
content
10

11. Stories pushed down 11
Source: Facebook newsfeed webinar for publishers (February, 2018)

12. Pay to play: budget against goals 12

13. Groups: listening and conversation 13

14. Your brand page data: test and learn 14

15. When you get back to the office 15
• Budget against your business
goals
• Explore groups: listening and
conversation
• Investigate brand page data: test
and learn