Understanding Edgerank is key to retaining a meaningful Facebook presence. Get this right and your posts will be seen by a large number of fans, but get it wrong and your fans will have to actively seek you out in order to see your updates. As the majority of your Facebook fans will never revisit your page, you can’t afford to get this wrong.
For the uninitiated, Edgerank is the algorithm used to calculate what appears on every Facebook user’s newsfeed and how high up it features. It is the marketer’s job to ensure every Facebook interaction, whether it’s a comment, like, status update, photo or video, scores highly to ensure maximum visibility.
When calculating whether or not your post is worthy of a fans newsfeed, Facebook will look at four things:
- That fans relationship with you.
- What the content is.
- What content that fan has engaged with previously.
- When it was posted.
The last of these is fairly self-explanatory – the more recent your post the higher it’s Edgerank – so let’s focus on the other three.
1. Some of your Facebook friends are forever in your newsfeed, whilst there are others that won’t have appeared in years. The reason is simple; when you interact with a friend you indicate that you are interested in them. The more you interact, the more this is supported. From a business perspective, this emphasises the importance of putting out regular and engaging content. If fans are clicking your links, looking at your photos, voting in your polls and ‘liking’ your posts, your next big promotion will feature nice and highly on their Timeline newsfeed.
2. The type of content also makes a difference and, sadly, we do not know exactly how each one ranks. However, it is believed that photos, videos and links score most highly. We also know that a comment is worth more than a ‘like’, and a ‘share’ is better still. Including motivational quotes in a photo rather than posting them as a status is an example of how this can work – and it seems to be an increasingly popular activity.
3. It’s important to note that there will be variation for each user depending on what type of content they interacted with in the past, i.e. whether they are more likely to click, like, share or comment on photos, videos or links. With this in mind, posting different types of content will help to ensure you reach a wider audience.
We will be discussing how to optimise Edgerank in detail at Facebook Marketing 2012 London on July 18th. You can click here for details.