I have a love and hate relationship to Facebook. Hate is probably a too strong word, but I always seems to be surprised about how personal people get when it comes to the information they are sharing, and that’s why I wrote the post called we are all marketers. But. Are we born marketers? And, even before that, because I discovered that some big mistakes being made, I wrote the post know who you are talking to.
No doubt, Facebook is huge, and as a business, you need to take advantage of it. The thing is, it might be hard to separate business and personal. On the other hand, it might not be something you struggle with as much as me.
What Facebook Edgerank is
I have been reading a lot about Facebook lately, and I have been testing a various of marketing techniques to help my clients. I haven’t been doing much marketing for my own business on Facebook, but I have business page for slymarketing, and I have plans to doing some serious redesign and marketing in a few weeks.
But, one of the things I have been thinking a lot about is how to get my (and my clients) status updates visible for as many people as possible. I need a strategy for content marketing, that’s obvious, but I also need to understand how the Facebook algorithm works, much like how Google rank the content in the search engine results. You can say that the better the quality, the more visible it will be, but that’s actually not true.
The Facebook Edgerank ranks the content you publish, and it uses a secret algorithm to make the content visible to your friends and fans.
Let me explain how the Facebook Edgerank works.
The 3 elements of Facebook Edgerank
In order to make your content highly visible to your friends and fans, you need to understand the three parts of the Facebook Edgerank.
Affinity is a two-part system and it’s all about relationships. The first part is that your page will need to be relevant to your follower. It helps that he liked your page, and that makes it sort of relevant. But, on the other hand, if he never writes about the topic your page is about, or he never reads your updates or visits your page, well, then your page maybe isn’t that relevant to him. The stronger the relationship to your page, the more likely it is that your content will rank high on his newsfeed.
The second part of affinity is that the content you publish needs to be relevant as well. For instance, if your page is about keyword research, and you publish a status update about your experience with living in a tent. That content isn’t that relevant to your page and maybe not that relevant to the people that are liking your page.
We can create all sorts of content on our Facebook Page, and I highly recommend that you use images, video, text and everything you can imagine. People love a variaty of content. But, Facebook is ranking the importance of content, and they have added a system of weight for the different kinds of content.
This is how Facebook is ranking the content (starting with the content that ranks at the top and ending with the content that ranks at the bottom):
- status updates
What you need to understand is that images and videos are ranked at the top, and I am so glad that apps are given the least weight and ranks at the bottom. I still remember the days of Farmville, Texas HoldEm Poker and Mafia Wars, back in 2010. My newsfeed was full of messages from various apps, now I hardly get any.
3. Time decay
Facebook is not like Google, that’s for sure. When it comes to the importance of time, the older the content is, the less interesting it is in the eyes of Facebook. So, what’s important is to understand when most of your fans and friends are logged on to Facebook, and publish your content at the right times. For instance, I’ve read that you’ll get most likes within 1 hour and 20 minutes after you’ve published your content, and that brands that are posting outside of business hours has 20% higher engagement rates.
Your Facebook Edgerank score is different for everyone
Every single one of your fans has a different score when it comes to every single piece of your content based upon Facebook Edgerank. So, if you’re not sure why not a single person commented on your latest status update, and why your image got 40 likes, the answer might be that very few people actually noticed it.
That’s it. You need to combine all the three elements of the Facebook Edgerank in order to become visible in all the various newsfeeds. I am not saying it’s easy, but it helps to understand how it works.
What’s your story? Have I missed anything, or do you have anything to add? I’d love some feedback and discussion.