Facebook Marketers need to stop chasing Edgerank

I’ve always found Edgerank a fascinating topic. After all, what’s the point in posting to Facebook if you’re not showing up in Newsfeeds? The result of this is...

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Facebook Edgerank Algorithm

I’ve always found Edgerank a fascinating topic. After all, what’s the point in posting to Facebook if you’re not showing up in Newsfeeds? The result of this is that Facebook Marketers have been trying to game the system.

Facebook Edgerank Algorithm

We used to say that photos and videos were the best types of content, but then it changed to text only status updates. Poor old links never did too well and to optimise Edgerank many marketers advised posting photos with links in the caption. More recently, I’ve seen companies posting text only status updates and including the link as a comment.

What I’ve come to realise is that this is completely the wrong way to look at social media marketing. As Jon Loomer surmised:

In the end, the question is backwards. People are asking, “How can I get into more News Feeds?” when in reality it should be, “How can I post something that my Fans will like?”

The focus should be on posting quality content, not on what type of content will have the highest reach. Of course, quality is subjective and will differ from person to person, so it’s vital you measure your results (most notably, positive and negative engagement).

Perhaps you’ll find that although your standalone link reaches fewer accounts when it’s not with a photo, it actually gets more clicks.

The exact same thing applies to the ever present question, “what is the best time of day to post?”. There is no best time of day to post. If you’re in the sports industry it might be a Saturday afternoon. If you’re B2B company it might be Tuesday lunch-time. You simply have to experiment and find this out for yourself.

The bottom line is simple, don’t look for universal truths – they don’t exist. Instead, think about what your fans actually want, measure your impact and adjust your strategy accordingly.

To learn more about Facebook Marketing and how to measure your results, register for our next Social Media Marketing workshop in London on May 23rd.

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