Facebook se acerca a Twitter con su nuevo cambio de algoritmo

Facebook acaba de anunciar un nuevo cambio de algoritmo para favorecer el interés de las publicaciones que vemos en nuestro timeline. Se han dado cuenta de que las actualizaciones que vemos en nuestra sección de noticias, ya sea de amigos o páginas con las que estamos conectados, nos resultan más interesantes en momentos específicos. Uno de esos momentos sucede cuando la publicación en cuestión trata sobre un tema que está teniendo lugar en el momento presente. Por ejemplo, si anoche algún amigo hizo una publicación comentando la gala inaugural de Gran Hermano, hay grandes posibilidades de que esa publicación apareciera en las primeras posiciones de tu timeline.

¿Cómo identifica Facebook los temas actuales (o Trending Topics)?

Facebook calcula cuándo un tema es trending topic a través de su herramienta Trending. En realidad esta herramienta fue lanzada en USA en Enero de este año aunque todavía no ha llegado a nuestro país. En la siguiente imagen podemos ver dónde se sitúa.

trending-11

Aunque aún no veamos la sección Trending en España, eso no significa que la actualización de algoritmo recientemente anunciada no nos afecte.

Hay una diferencia fundamental entre la elección de Trending Topics de Facebook y la de Twitter. En Twitter observamos tendencias independientemente de a quién sigamos, es decir, da igual que yo siga a 10 personas o a 1000, las tendencias que voy a visualizar serán las mismas para mi o para el vecino. Sin embargo, en Facebook estas tendencias son personalizadas porque nos hacen una selección de los temas más relevantes en este preciso momento entre nuestros amigos y las páginas con las que estamos conectados. Si a la mayor parte de tus amigos les gustan los festivales de música electrónica y esta noche va a tener lugar uno de ellos, probablemente las publicaciones relacionadas con el festival aparecerán en las primeras posiciones de tu timeline.

Facebook se ha dado cuenta (a través de pequeños tests iniciales) que las publicaciones basadas en esta actualización reciben un 6% más de interacción (a través de comentarios, likes o shares).

El momento de la interacción también es importante

La actualización del algoritmo también va a tener en consideración la distribución temporal de las interacciones que recibe la publicación. Hasta ahora Facebook sólo tenía en cuenta el número total de interacciones para calcular si iba a situar esa publicación en las primeras posiciones de tu timeline. Es decir, las publicaciones con muchos comentarios, likes o shares tenían “preferencia” en tu timeline respecto al resto de publicaciones de amigos o páginas que habían recibido una menor interacción.

Ahora sin embargo no sólo se tendrá en cuenta este número sino también el intervalo temporal en el que han tenido lugar estas interacciones. Es decir, si un post genera mucha interacción inmediatamente después de ser publicado pero en poco tiempo la interacción desciende drásticamente, esto será un indicador (para Facebook) de que el post en cuestión era más importante (y tenía mayor relevancia) justo en momento en que fue publicado (probablemente por tratar un tema de actualidad en el momento de la publicación). Siendo esto así es posible que dicho post nunca llegue a aparecer en tu timeline a pesar de haber recibido una gran interacción inicial. O como mínimo perderá preferencia respecto a otras publicaciones que sean más actuales a pesar de tener menor interacción.

Facebook va a tener muy en cuenta la  distribución temporal de la interacción a la hora de realizar acciones de bumping (el bumping sucede cuando una publicación con varios días de antigüedad vuelve a aparecer en las primeras posiciones de nuestro timeline). Es decir, no importará que un post lleve varios días publicado, si su ritmo de interacción ha sido constante habrá grandes posibilidades de que Facebook “rescate” dicho post y lo sitúe en las primeras posiciones de tu timeline. Un ritmo de interacción constante a través del tiempo no suele estar vinculado a momentos de actualidad temporal.

En resumen

Facebook explica que comenzará a aplicar estos cambios de manera gradual y no espera que se produzcan grandes cambios para todos los posts. Simplemente puntualiza que los posts con temas actuales serán potenciados y, por el contrario, los posts con mucha interacción inicial y un descenso rápido no disfrutarán de las mismas posiciones que tenían hasta ahora.

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