Deciphering Facebook’s EdgeRank

EdgeRank is Facebook’s algorithm that decides whether your page posts show up in users feeds when they login. It is important for companies that want to drive engagement on Facebook to understand what drives this so that you can have more of your page posts show up. At it’s basic level EdgeRank is Facebook’s way of determining the most relevant posts to show to a user. It is based on the users previous engagement with that page and is a way for Facebook to ensure that users are not inundated by irrelevant posts. To start with, an Edge is an interaction with an object. An object is any post – status updates, links, videos, pictures, etc. An Edge is any interaction with that object – liking, commenting, viewing, tagging, etc. There are 3 factors that determine EdgeRank:

  1. Affinity: The Affinity score is based on your interactions with the publisher of the object. So when you post, the users who interact more with your object (like, comment, click) are the ones who have a higher Affinity score with you. It is a way for Facebook to determine how relevant your posts are for that user.
  2. Weight: All interactions with the object are not considered equal – Facebook gives comments a higher weight than likes for example. So objects that the user has commented on more have a higher EdgeRank score and are more likely to appear in the feed.
  3. Time: This is the last factor in the EdgeRank, and gives a higher weight to more recent posts.

Facebook - Post Questions and Polls to encourage interaction

So what does all of this mean to how you should post on Facebook to stay more relevant and have your posts read by more of your page fans? Here are a few tips:

  • Write posts that are informative and relevant to your user base so they generate clicks, likes and comments
  • Post with links, pictures, videos – they are more likely to generate clicks
  • In your posts ask your fans for their views and comments – a great way to generate discussions and engage your fans
  • Mix it up – ask questions or setup a Facebook poll – these are great ways for getting your fans to engage
  • Run contests or giveaways
  • Post about promotions or discounts – discounts is one of the main reasons users on Facebook become fans of company pages

Facebook - Measure Post Feedback

You can measure the interactions and feedback for you posts on your Facebook page. Facebook shows the impressions and feedback (as % of impressions) for each post. You can determine which posts work better for your audience. Through Actionly’s Social Media Monitoring dashboard you can also track each Facebook post to measure the ones that drive the highest clicks and events on your site through Google Analytics. Get more information from some great posts on Facebook’s EdgeRank at TheNextWeb and Social Media Examiner.

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