The first thing that someone sees when they log into Facebook is the newsfeed. The newsfeed is compiled of status updates, photos, RSVPs, and many other things. You might think that the newsfeed just updates the most recent posts from all of your friends, pages you like, and promoted ads and pages. Instead, Facebook calls every action that happens an 'Edge.' Whenever someone posts a status update, tags a photo, etc., they generate an Edge. Facebook decided to create an algorithm to predict how interesting each story will be to each user. EdgeRank ranks each Edge that is connected to each user and decides how high on his or her newsfeed it should be displayed.
Here is an infographic from Moon Toast detailing the formula that Facebook created.
So, Why Does This Matter?
Well, if you want your agency to reach as many people as possible, this is something that needs to be addressed when planning Facebook strategy. If the EdgeRank on each of your posts is low, then you are not fully utilizing the social media component of your marketing budget. The more someone engages with you, the more likely it is that they will see your next post. All of these factors can really be summed up into one key idea: engagement.
The key to expanding your reach is through engagement with your fans. Many businesses believe that posting on Facebook means that everyone that Likes their page is going to see the content. This isn't necessarily true. Since Facebook is real-time you are competing with all of the other people that post around the same time as you. So, let's say Southwest Airlines has a post that says 'Your favorite airline in the WORLD is _____,' and the local municipal airport posts 'Enjoy the weather while you can. Rain is coming soon.' You are already fans of both of these. Thousands of Southwest Airlines' fans are going to be inclined to comment on that status while there is a chance no one will comment on the municipal airports because their status isn't engaging. The chance that you see Southwest Airlines' post is much, much higher than the municipal airport's. If you post something that is funny, insightful, relevant, exciting or (insert here), your fans will be engaged, and that post will have a much higher EdgeRank.
How Can You Improve Your EdgeRank?
- Post photos and ask for a caption
- Create contests that encourage people to comment
- Post engaging quotes
- Ask users to share their experiences
- Offer exclusive discounts or specials
- Post when people will see it. Typically between Noon and 3 p.m.
So, now that you know more about Facebook EdgeRank, will you change the way that you post on Facebook? Let us hear your thoughts.