Spremembe v Facebook algoritmih: soočanje podjetij

Jordan, Julija (avtor), Verčič, Dejan (mentor)

Družbena omrežja so se v zadnjih dveh desetletjih s pomočjo spleta razširila in postala najbolj aktualen vir informacij, medij za komuniciranje in v antropološkem ter komunikološkem smislu celo najbolj učinkovita platforma za socializiranje. Podjetjem, blagovnim znamkam in vplivnim osebam ne gre zameriti, da so se odločili za vstop na družbena omrežja – kjer so uporabniki oziroma potencialni potrošniki, so tudi informacije, ideje in možnosti prodaje. Kar nekaj let je Facebook za podjetja predstavljal poglavitno sredstvo za komuniciranje s svojimi dejanskimi in potencialnimi uporabniki, poleg tega pa tudi pomemben vir informacij o dotičnem podjetju, blagovni znamki ali vplivni osebi. V zadnjih nekaj letih pa Facebook odločno spreminja pravila. S prodornim Facebook algoritmom, imenovanim EdgeRank, ki upravlja vir novic pri vsakem uporabniku, upravlja prikazovanje novic in po svoje odloča, kaj bo uporabniku prikazal. Korak za korakom se odloča obrniti situacijo sebi v prid in stopiti na stran in v bran uporabnikom, medtem ko iz podjetij vsakodnevno »iztiska« večjo količino vloženega denarja za promocije objav, ki so bile še nekaj časa nazaj vidne popolnoma brezplačno. Nekatera podjetja je to pripeljalo celo do odstopa od družbenih omrežij – raje, kot da se ukvarjajo s Facebookom, so se odločila potencialne uporabnike pripeljati na svoje platforme, ki niso tako nepredvidljive. V diplomskem delu se osredotočim na študijo primera podjetja Lush, ki je pred nedavnim zapustilo Facebook in Instagram, potem pa podrobno analiziram spremembe v Facebook algoritmu v zadnjem desetletju, od leta 2009 do 2019. Vzporedno z algoritmi analiziram tudi, kaj je to pomenilo za podjetja.

• Jezik: Slovenski jezik
• Ključne besede: Facebook algoritem, družbena omrežja, podjetja na Facebooku, blagovne znamke na Facebooku.
• Vrsta gradiva: Diplomsko delo/naloga
• Organizacija: FDV - Fakulteta za družbene vede
• Leto izida: 2019
• PID: 20.500.12556/RUL-108376
• COBISS.SI-ID: 36293981
• Datum objave v RUL: 29.06.2019

Sekundarni jezik

• Jezik: Angleški jezik
• Naslov: Facebook algorithms: Companies facing with them

Izvleček

Social media have expanded widely with the help of internet. They have become an actual information source, communication media and even a platform for socializing, based on anthropologic and communication theories. Regarding the fact that social media are the place »to be« based on any information, ideas and even possibilities to sell, companies, brands, and influential persons cannot be blamed to be present on social media. For quite a few years Facebook has been the main marketing tool for companies that helped communicate with actual and potential clients and has been a major source of information for companies, brands or influential persons. But in the last few years, Facebook has been changing rules with the help of a famous Facebook algorithm, named EdgeRank. EdgeRank manages »news feed«, which means that it is up to him which news will be shown to users. Step by step, Facebook is trying to turn the situation in its and users favor, and is leaving companies behind: now the post will be seen only if there is enough money put into it – which is absurd regarding that those posts were completely »free« only 3 years ago. Some companies have had it and have resigned from Facebook, letting people know they do not want to play its game anymore. They rather redirect potential users to their platforms, that are not so unpredictable. In my master thesis, I am basing on a case study of Lush company that resigned from Facebook and Instagram recently. Then, I analyze the EdgeRank movement in the past 10 years, from 2009 to 2019. In parallel with this, I also find out what the specific changes meant for businesses on Facebook.

• Ključne besede: Facebook algorithm, social media, companies on Facebook, brands on Facebook.