May 062013
 

Facebook Edgerank equation

What exactly is Edgerank, and why do we as Facebook Page Managers care?

Edgerank is an algorithm used by Facebok to determine where and what posts appear on each users news feed in order to give users what information Facebook deems relevant and wanted.

There are 3 variables that make up this algorithm. They are:

Ue - Affinity

We - Weight

de - Decay

Since when do we need Algebra class to understand Facebook?

Thankfully, Facebook's newsfeed is easy to break down.  There are 4 main social factors, and to make this even easier, we're going to split the 4 factors into 2 categories.

4 Catagories are:

  1. Your previous interactions with the author. The more you engage with a Facebook friend or Facebook Page, the more likely your are to see their postings.  - Category: PERSONAL INTERACTION
  2. Your previous interactions with the post type.  If you are engaging with a certain post type, the more likely you are to see posts of that type (video, images, photos, links, etc). Category: PERSONAL INTERACTION
  3. Reactions from users who already saw the post.  The more Facebook users engage with a post, the more likely they are to see that post. (if they 'like' or comment on the post, the more likely it is that you too will see the post)  Category: NETWORK REACTION
  4. Amount of complaints or negative feedback.  As more users give negative feedback about a post, the less likely you are to see their post.  Category: NETWORK REACTION

 

The better you are at having your Facebook Page Fans and Friends interact and engage with your posts, the better you are positioned to have your message seen.

PRO TIPS

  • Images are always great for attracting attention and engagement. Please remember to take note of your  Facebook image sizes.  If your image is cut off, or upscaled, the more likely you are of not having your post engaged with. You can get up to 180% more engagement with images/videos than without.
  • Ask for engagement. Some of the best ways to do this is by asking a question.  "What do you think", "Would you have done that?", "Would you dare?" The more people engage with your posting, the more likely future postings are to be seen by the customer.
  • Don't get hung up page "Likes". They mean nothing other than it may have some bragging rights. Which would you rather have?  100,000 page 'likes' with little or no engagement, or 1000 page "Likes" with tons of engagement based on what you have just learned?
  • Keeping your posts between 100 and 250 characters could lead to as much as a 60% more likelihood of having your post 'Liked'.
  • Post daily.  Remember the de of our equation? Time decay plays a major part here. Personally, i have over 400 Facebook pages that I've liked after my great purge, majority of them rarely post. How likely am I to see anything they post if they are not posting regularly enough for me to engage with their posts?
  • Time of your posting.  You may want to check out when you are likely to have the best engagement. You can schedule postings on a Facebook Page, so that when you have a decent data set to review. You can then schedule your postings when it's best suited to your needs. For instance, a restaurant may need to post at 10am to have the best engagement for things like lunch specials, or special events. Whereas a night club may find that posting at 9pm is best.  Consider your market, and run tests. Facebook provides you with the data. It's easy to see what time is best.  If your customers are likely to be on at 1am, posting at 10am isn't likely to have your post seen.

Do you know?

In 2012 more than 40% of time logged by ALL Facebook users was spent in their news feeds?  If your message is not being seen, then you may need to change how you create your postings.

Now that you have a decent understanding of the basics of Edgerank, what kinds of changes may you need to make on your postings?  Let us know in the comments below.

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