Search engine optimizing your Facebook post. Part One

In continuation to the online business sessions I conducted in Istanbul and Dubai, here is a series on related subjects that were not covered sufficiently due to paucity of time.

Starting with everyone's favorite promotion engine-  facebook. Why did I call it an important promotion engine obviously stems from the fact that newly instituted algorithms for keyword ( and therefore your business/ profile/ activity) relevance integrate into social now. 2013 has seen the arrival of new definition of Search Engine Optimization that will lead to indeed new methodologies in Search Engine Promotion and Marketing. So if you have traditionally been a business that has looked as Social Media as a waste of time, its time to relook your strategy.

Lets look at the impact your facebook post may have on the relevance of your business to a search.
When facebook introduced Edgerank, the algorithm that defines what content a facebook user may see in their newsfeed,  they looked at  three criteria to evaluate the relevance of your post. Any action that a user takes to read your posts or interact with those posts are called " edges" Edgerank is evaluated on three criteria. These are

a. Affinity score. For instance I am friends with you on facebook and we have several mutual friends. Whats more we communicate with each other a lot over facebook. Guess what, the algo thinks we are close and all your updates will pop up in my newsfeed unless I specifically choose not to have them stream. All actions like clicking, liking, commenting, tagging, sharing, and friending have different weight as per the algorithm and reflects the effort you and I take to be in touch with each other. Affinity score is not mutual. If I interact with you more than you; then my affinity score to you to more than your affinity score to me. 

b. Edge weight. Your likes have a  lesser score than your comments and the fact that you commented and shared something has more weight than what you just liked or just commented upon. My comment on a link has more chances of being in your newsfeed than just my like. Photos and videos carry more weightage thank simple links. Also, if you have acquired a fan due to advertising, facebook will relegate it to a lower weight than a fan who searches for you and adds you.

c. Time decay. Time is a great factor for feed relevance. A post gets older and lesser relevant as time passes. When a fan of yours logs into facebook, his newsfeed is populated by posts in order of their edgerank relevance. It also takes in effect the user/ fans facebook logging in habits and how frequently he may check his feed.

Having understood the nuances of this basic algorithm, lets look at what needs to be done make our corporate Facebook pages optimized. In a couple of days.

Your e-commerce site may attract liability globally

Websites and online business models have to be careful on account of liabilities that they may face in a global business environment. Legal support is required to understand global laws to ensure that there is no loophole that exposes the online business to non-compliance of laws in any country or to violation of any set regulations. Liability on internet may also arise due to linking (inserting a link to another relevant or irrelevant site) in the site content, framing (opening another website inside the html frame of the client site), fraud, libel or defamation, trademark or copyright infringement or invasion of privacy of the users. The liabilities of the client in executing the online business may be divided into statutory, contractual or torturous.
Client offering goods and services online must have an online contract to which the customer, doing business with him online, must consent. The contract needs to be carefully drafted to protect the website owner from liability and should address the key terms and conditions for the provisions of goods or services. The contract should clearly establish the exact time and manner of acceptance of the contract. In the event of dispute or breach of contract, the liability of the owner of the website would be limited only to the extent of the terms of the contract. Depending on the type of business, the client’s online business would also have to comply with the provisions of the law, federal or state, in that jurisdiction. Since jurisdictions across the world differ with respect to statutory compliance and permitted activities, the online business would, in addition to the local laws, also be required to comply with the requirements of the statutes of the countries in which the website would be vastly accessed. Failure to conform to foreign regulations may lead to liability under such law. Liability under tort may arise due to wrongful intrusion of the business or illegal defamation or any remark or action that may cause damage to someone’s property or reputation. Though no contractual relationship may be existent or the intrusion or injury is inadvertent, the website owner may be liable for wrongful injury. As per law of torts, the client owes a duty to the user and is bound to take reasonable care to avoid any harm that may be done.



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