Optimising EdgeRank for Facebook Marketing

Following his fascinating talk at Facebook Marketing 2012, this guest post by Kelvin Newman (SiteVisibility) looks at how to increase your Edgerank to improve marketing campaigns. Whether you’re...

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Kelvin Newman speaking at Facebook Marketing 2012

Following his fascinating talk at Facebook Marketing 2012, this guest post by Kelvin Newman (SiteVisibility) looks at how to increase your Edgerank to improve marketing campaigns.

Whether you’re planning a large campaign, or plenty of smaller constant ones, knowing how EdgeRank works will allow you to make more informed decisions when marketing on Facebook. Although producing larger creative campaigns is important, it’s actually those lower profile campaigns which are built on constant interaction with their fans’, which deliver the most value.

 

Kelvin Newman speaking at Facebook Marketing 2012
Kelvin Newman at Facebook Marketing 2012

So, what can you do to ensure your content appears in as many of your fans’ news feeds as possible? You’re about to launch a new product or service and don’t want them missing it. Firstly, you need to increase the affinity between your fans’ and you, ahead of the launch.

One way to do this is with open-ended questions in your status update; those are questions starting with where, when, why, would and how. Your fans’ will either ‘like’ your status or take part in the dialogue, which in turn will increase the number of times it appears in the newsfeed whilst increasing your affinity with those that contributed.

Prior to your launch, prepare a series of updates to maintain the affinity with your fans’. Aside from updating your status, including photos, videos and links is an excellent way to encourage sharing and they tend to appear in newsfeeds more frequently than a status update.

 

Facebook Edgerank Algorithm
Facebook Edgerank Algorithm

It’s important to have a Facebook strategy and a schedule. When you include photos and videos they tend to have a higher weight, increasing your chances of interacting with a larger audience. When developing your strategy think about what you could include in your campaign to encourage this.

When determining your schedule, take note of when you have the most interaction with your fans’. What are the peak times when most of them are logged into their Facebook account? Planning your updates or your major launch should coincide with when your target audience are likely to see it appear in their news feeds.

Having a large number of likes on a Facebook page will not guarantee a successful marketing campaign. EdgeRank shows us that not all your fans’ will see your updates in their news feeds, simply by liking your page; building an affinity with your audience and engaging with them will have a far greater impact. A page with plenty of likes and less social interaction will not be reaching their target audience, whereas a page with fewer likes and a strong affinity with their fans’ will be far more successful.

Kelvin Newman is Strategy Director at SiteVisibility – search engine marketing & PPC agency

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