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It was reported that using third party API services will devalue your Facebook posts. From a technical point of view, this was said to be a bug which has now been fixed. However, a recent study on Edge Rank Checker may indicate that value may be lost indirectly through using an API to share content on Facebook.
Edge Rank Checker analysed 1,000,000+ updates, 50,000+ pages that influence over 1,000,000,000 Fans. Each post was analysed for engagement such as comments and likes with how many fans the Page had.
The results weren’t great. They did a weighted average for 3rd Party APIs, which resulted in 0.22% engagement. The result is a percentage that represents engagement per fan per post.
There are a few theories on why 3rd party API’s are so much lower…
Facebook Penalizes 3rd Party API’s EdgeRank
Edge Rank Checker believes that Facebook strategically reduces the weight of importance placed on objects created through an API. This is purely to encourage content creation on the Facebook platform and increase its value.
Facebook Collapses 3rd Party API Updates
When your 3rd party API service has multiple updates within your feed, Facebook will collapse the objects and only display one. This will kill visibility for the other objects that have been hidden.
Scheduled and Automated
If you merely automate the distribution of your blog posts to the site too often, or without manual engagement, this will lower its “perceived” value by visitors, who may notice high volumes of regurgitated content and start to ignore it. This in turn means less comments and less “likes”, which Facebook uses to determine the value of Facebook posts.
So it is a balance of keeping the posts regular with automated content if needed, and integrating it alongside manual engagement to keep visitors interested.
The content isn’t optimised for Facebook alone.
Using a 3rd party API means you can update all your social networks at once. However, all the networks vary, some allow photos, some allow more content than others, and some allow you to mention people. One update for each medium is lazy and won’t work for every platform.
In summary, using the API apps themselves does not lower the value, but the way they are used potentially can.
Ensure you aren’t relying on these automated services and use manual techniques too. You don’t want to alienate the following you already have.
Don’t use social media networks as just additional mediums to bombard your audience with meaningless content.
If you’re unsure on the realms of networking on these platforms, then why not enlist the help of a social media agency to provide consultation or manage the process for you.
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