Development of Adaptation of Machine Learning and Artificial Intelligence Into Facebook Algorithm
Igor Piatrov · Media & Marketing Identity · 2024
This paper provides an overview of the evolution of the Facebook algorithm, one of the largest global social platforms, focusing on its major milestones and their impact on the functioning of this platform. The algorithm not only plays a key role in personalizing content and optimizing user interactions, but also fundamentally influences the approach of entities that use this platform for communication as part of their marketing strategy. The paper analyses the evolution from simple chronological display of posts, through the EdgeRank algorithm, which introduced personalization based on affinity, format weight and time decay, to modern algorithms based on machine learning and artificial intelligence. Significant changes such as the integration of meaningful interactions or the introduction of AI for content moderation underline Facebook’s efforts to improve the quality of the user experience and limit the spread of misinformation. The paper highlights that understanding the principles of how the algorithm works is essential for commercial entities that want to effectively use this platform to optimize their communication and marketing strategy, and its results are a boon for any entity communicating in this environment.