Cómo publicar enlaces en Facebook correctamente

Esta misma semana Facebook ha anunciado un nuevo cambio en su algoritmo que sin duda va a afectar a la publicación de contenidos por parte de las empresas. Facebook nos recomienda dos maneras de publicar enlaces de forma correcta. La consecuencia de hacer caso omiso a sus consejos será un menor alcance y visibilidad de nuestras publicaciones en el timeline de nuestros seguidores. Es decir, o hacemos las cosas como quiere Facebook o cada vez nos verá menos gente.

A continuación explico de manera detallada estos dos consejos:

1. No utilices el Click-Baiting

El “Click bait” es cuando compartimos un link sin explicar realmente qué es lo que va a encontrar la persona que acabe clickando. Habrás visto muchísimas publicaciones de este tipo. Son publicaciones que dan muy poca información y nos dejan con la miel en los labios, es decir, nos incitan para que hagamos click en el link. La imagen siguiente es un ejemplo de esto. Nos cuentan que dos actores tuvieron una pelea pero no nos ofrecen más información. Para satisfacer nuestra curiosidad debemos hacer click en el enlace.

Captura de pantalla 2014-08-29 a la(s) 12.40.08

Antes del cambio de algoritmo, este tipo de publicaciones recibían muchos clicks y  eran colocadas de manera automática en las primeras posiciones del timeline de sus seguidores. Cuando el algoritmo “anterior” observaba señales de interacción (los clicks son una de estas señales), premiaba a la publicación dándole mayor visibilidad, lo cual se traducía en una interacción y visibilidad todavía mayor.

Sin embargo Facebook se ha dado cuenta de que una mayor proporción de clicks no significa que realmente las personas estén interesadas en leer el artículo. Simplemente han acabando haciendo click porque la propia publicación les ha incitado a ello y han llegado a un artículo que les ha dejado insatisfechos.

¿Cómo detecta Facebook esta práctica?

Probablemente te estés haciendo esta pregunta. Precisamente la insatisfacción del usuario que hace click se traduce en un menor tiempo en la página de destino. A partir de ahora Facebook va a tener muy en cuenta cuánto tiempo pasamos fuera de Facebook tras hacer click en un enlace. Si el tiempo de visita de la página de destino es muy pequeño y volvemos a Facebook enseguida, Facebook pensará que el artículo en cuestión no nos ha parecido interesante.

Facebook también va a tener en cuenta el ratio de clicks en el artículo respecto a la interacción. Es decir, si mucha gente hace click en el link pero muy pocos lo comentan, le dan like o lo comparten con sus amigos (las tres posibilidades de interacción), Facebook también detectará que posiblemente se trate de una práctica de click-baiting.

¿Porqué a Facebook no le gusta esta práctica?

Debes de tener en cuenta que Facebook (al igual que Google) quiere mostrar los mejores resultados posibles en la sección de noticias de sus usuarios. A lo largo del tiempo que llevas en Facebook le has dado al botón “me gusta” a infinidad de páginas. Sin embargo tan sólo un pequeño porcentaje de las publicaciones de estas páginas son las que conseguirán aparecer en tu sección de noticias.

Estas publicaciones “compiten” entre si para hacerse un hueco en tu sección de noticias. Si una de estas publicaciones consigue ganar ese hueco gracias a una mala práctica (como es el click-baiting) esto afectará de manera indirecta al resto de publicaciones de otras páginas (que probablemente sí que sean de tu interés). De igual manera afectará a Facebook como plataforma ya que comenzarás a percibir que el contenido de Facebook no es lo suficientemente interesante.

 2. No vayas de listo. Comparte los links como todo el mundo.

Hasta hace muy poco (digamos que ayer) yo mismo iba de listo y compartía los links de la manera que no le gusta a Facebook. Básicamente tenemos dos maneras de publicar un link:

Manera 1: Ir de listo (lo que no le gusta a Facebook)

Con esta manera en realidad no estamos compartiendo un link. Más bien estamos publicando una gran foto con un link pegado arriba en el texto. La siguiente imagen es un ejemplo propio de esta práctica.

salir

Manera 2: Copiar y pegar el link (lo que le gusta a Facebook)

Al copiar y pegar el link, Facebook “extrae” información adicional de la página de destino de manera automática. Entre esta información se encuentra el título del artículo, un párrafo introductorio y una imagen. No tenemos que preocuparnos de nada ya que Facebook lo hace todo por nosotros (aunque nos da un pequeño margen de libertad para customizar cualquiera de los datos anteriores).

En la imagen siguiente puedes ver la misma publicación pero esta vez tal y como le gusta a Facebook:

Captura de pantalla 2014-08-29 a la(s) 13.24.51

Hasta hace poco tenía cierto sentido utilizar la manera 1 (ir de listo). Pensábamos que si compartíamos una foto muy grande con un pequeño link en el texto tendríamos un mayor alcance. Esto es cierto, ya que nuestra publicación era más llamativa. Sin embargo esto se traducía en un mayor porcentaje de clicks en la propia imagen pero no en el link. Creíamos que habíamos encontrado un punto débil en el algoritmo cuando en realidad no era así.

Las recientes actualizaciones de Facebook (manera 2) permiten subir nuevas fotos más grandes para ser compartidas. Por esta razón no tiene mucho sentido seguir compartiendo contenidos según la manera 1.

¿Porqué se pone Facebook tan puntilloso con estos temas?

Facebook ha detectado que los enlaces compartidos según la manera 2 reciben el doble de clicks que los otros.  Además favorece la visualización en dispositivos móviles. Por esta razón los contenidos compartidos según la manera 2 tendrán prioridad frente a otros contenidos.

Qué hacer a partir de ahora

No hay que volverse loco con todos estos cambios. Es posible que alguna de estas tácticas te hayan resultado muy útiles hasta ahora y no es cuestión de dejar de utilizarlas de la noche a la mañana. Sin embargo sí que debes plantearte si la mayor parte de tus contenidos se basan en estas prácticas. De ser así es muy posible que paulatinamente comiences a experimentar un descenso en el alcance de tus publicaciones. Por esta razón es muy importante (ahora más que nunca) observar muy de cerca las estadísticas de cada una de tus publicaciones.

Este post ha sido leído 6585 veces

Comentarios

  1. dice

    ISIDRO,gracias por tu informacion, creo que me ha ensenado mas de lo que esperaba, le he dedicado mas tiempo de lo que pensaba, ha creado mas confianza, agradecimiento y respeto de mi parte a tu imagen y seguire acercandome a tus servicios, atentamente luis.

  2. mario dice

    Muy buen articulo, la verdad es que la mayoría de mis publicaciones en Facebook han sido del tipo dos. Copiando el link y posteando. Al menos veo que lo suelo hacer bien. Jeje.

  3. dice

    En nuestro caso los resultados han sido algo diferentes. Tenemos una página con unos cuantos fans en FB, y por lo general el mayor alcance lo seguimos obteniendo, por lejos, con las publicaciones de múltiples fotos + texto + enlace. A ver, siempre en el marco de la caída brutal de alcance que tuvimos desde el mes de agosto, pasando de un alcance que en algunos casos llegaba a 1.000.000 orgánico por publicación, a tener (con suerte) unos 200,000 o 300,000 en los mejores casos, invirtiendo entre $3 y $5 de publicidad por post.

    De hecho, no estábamos practicando el tipo de publicación que sugiere Isidro. A lo sumo, lo que hacíamos era publicar un enlace y cambiar la foto por una de mejor calidad, pero siempre incorporando texto a la publicación (nunca agregamos un segundo link, solo texto y hashtags). Ese tipo de publicación ha tenido buen alcance, pero en general no supera al que describí antes, con múltiples fotos. Tras leer el artículo, decidimos probar la recomendación de Isidro, pero el alcance en todos los casos fue muy bajo.

    Estos cambios en el algoritmo nos tienen bastante desconcertados. Recuperar el alcance que teníamos antes de agosto/2014 se está convirtiendo en una pesadilla, de esas recurrentes :-(

    Está bueno encontrar gente como Isidro, que escriba publicaciones de calidad sobre estos temas. Estaremos atentos a los próximos artículos.

    Saludos

  4. Manuela dice

    Hola Isidro! Qué util ha sido tu artículo. Tengo una consulta: ¿De qué manera facebook permite que modifiquemos la información de TITULO, DESCRIPCION E IMAGEN a la hora de subir un Link acorde a la Manera 2?

    Te cito aquí para que quede claro a qué me refiero.
    No tenemos que preocuparnos de nada ya que Facebook lo hace todo por nosotros (aunque nos da un pequeño margen de libertad para customizar cualquiera de los datos anteriores).

    Muchas GRACIASS!

  5. dice

    Mi problema es que al darle a compartir una entrada sale una foto que no corresponde a dicha entrada.
    agregué las meta content como pide Face pero obviamente sale la url y imágen que le indico en og=image
    Se puede automatizar para que salga todo correcto? existe algún gadget específico para evitar este problema?
    Gracias por su respuesta.
    Cordiales saludos

  6. Marcos dice

    Hola, hace un par de semanas que facebook no me permite publicar enlaces de youtube ni de otros sitios de música como soundcloud.com. Por supuesto que la forma que utilizo es la de copiar y pegar la URL en mi estado, pero resulta que no aparece la imagen miniatura, o si bien aparece, le doy pubilcar y queda en mi perfil pero no se muestra en mi inicio, por consiguiente mis amigos no ven lo que publico.

    Por favor necesito que alguien me orientara.

    Muchas gracias.

  7. Ignacio dice

    Muchas gracias por el artículo, me ha sido muy útil.
    Tengo una duda, qué pasa si el link en lugar de ponerlo de la manera 1 o 2, lo pongo en el primer comentario de la publicación? Se evita así la limitación de la manera 1?

    Gracias

  8. jenny dice

    hola, que hago si me aparece esto¿ Parece que un enlace que compartiste podría no ser seguro. Si puedes, elimina este enlace:

    adf.ly

    Toma en cuenta que el enlace no seguro podría encontrarse en la página que compartiste.

    Si no puedes eliminar el enlace y aún así quieres compartirlo, completa el siguiente control de seguridad.

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  13. gabriela dice

    hola Isidro, yo por suerte lo hacía bien, pero he visto que el link que pongo de mi fan-page, si se abre en un móvil no se abre como una pagina web, no pone el me gusta necesario si la persona que visita quiere seguirme. Y desde el pc todo esta bien, Sabrías decirme si para que el link se vea bien como pagina desde el movil debo agregar algo? o cambiar algo? muchas gracias por tu artículo muy útil.

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