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IntoTheMinds consulting blog
Advice in Data & IT

Facebook’s algorithm got even better with newest buttons

Facebook’s algorithm will be even more precise with the newest buttons Facebook recently added. The “dislike” button has been a promise for a long time but eventually Facebook chose to add a limited range of new functionalities called “love”, “haha”, “yay”, “angry”, “sad”, “wow”.

These buttons, without your noticing, will allow Facebook to better profile you and to offer to advertisers an increasingly better segmentation. How is this possible ?

Where centers of interests sufficiently defined with the like button?

The question at the heart of the segmentation is whether the information processed by Facebook was sufficiently good (quality) to draw a reliable portrait of a user. This question is instrumental for advertisers because it will eventually determine whether or not targeted advertising will be effective or not.

The answer to this question will remain unknown but we can reasonably assume that the introduction of these buttons is an evidence of the bias in the Facebook segmentation algorithm. Interestingly enough you may also have noticed that the variable “center of interests” has been recently removed from the Facebook API.

Which role will the new button play in Facebook segmentation algorithm?

The new buttons will enable Facebook to introduce different levels of user’s engagement with the content published. This is in our opinion much smarter than a “dislike” button as it allows for more precision and will most probably increase the quality of the segmentation.

Similarly this better segmentation should lead to better targeting and ROI for the brands using Facebook’s API for targeting advertising purposes.

Image : courtesy Shutterstock
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Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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