What is Edgerank and Why does it matter? Facebook's algorithm may be unknown to many but it is affecting your marketing strategy.
Most people involved in Facebook check their news feed with some frequency. But how many times have you thought how does Facebook know what should show up in your news feed? Well, Facebook took a few factors into account and created an algorithm to sift through the overwhelming amount of information spread throughout Facebook to provide you the most relevant information based on their historical data regarding your account.
Why does this matter to me?
Understanding what is important to Facebook can help you market yourself and your business's exposure better by helping you make more relevant posts. The algorithm is relatively simple and understanding how it works will help you keep the competitive edge for your social media campaign.
Where did the name come from?
Facebook refers to any addition to their news feed as an edge. Everything from uploading a new picture, sending out a survey, posting a bit of trivia, or sharing a funny video is considered an edge. Every interaction you have with Facebook is considered an edge and they are now tracking how these interactions are received by others.
What makes up the Edgerank?
The Edgerank can be broken into three factors. These factors are partially based on what Facebook views as important and partially on how they are received by those viewing your news feeds.
How people respond to the updates you make and the frequency they view your Facebook Page is considered Affinity. If they like your posts enough to keep going back to check your recent additions, then Facebook is considering that you like these sites. Affinity does not take into consideration that you may be simply searching to see what your competitors are doing with their social media campaign. Keep in mind that viewing a site (whether you 'like' them or not) will increase their Edgerank and make them more relevant to the feeds you receive in the future.
Keep in mind that affinity is a one-way road. Just because you are frequently viewing someone else's page, does not mean that your page will start to show up in their news feed. Facebook only takes into consideration your historical views for the data that it sends you in your news feed.
Edge Weight is not as easily described or measurable as Affinity but there are certain types of information that Facebook has deemed more valuable than others. Three types of content which carry the highest value in Edge Weight are video, photo, and link updates. If you have historically given text updates for your posts, try to incorporate a photo as well to illustrate your update.
Edge Weight is based on your historical information and is relevant only to the types of data you find interesting. If you enjoy viewing all of the videos which your friends post, then videos will show higher for you than for someone who likes to follow news articles that your friends are linking to. Keep this in mind when speaking to your audience as every audience member has a different taste and you want to make sure that you are speaking to all of your followers.
The third aspect which Facebook is taking into consideration is time decay. Just as the search engines recognize fresh content as more relevant, Facebook weighs your interactions similarly. Even if your funny video received a lot of attention last month, it is not likely to show up in news feeds in the future as it has lost its relevance with time. Simply put, something that is more recent will have more relevance than something posted last year. Make your posts when you think your audience is listening and able to be responsive.
Making Edge Rank Work for You
Understanding the key points of Edge Rank can help you better position your Facebook campaign strategy. Through consistency, creativity, and a little effort you can engage your audience. Don't be afraid to try new things and when in doubt of what content to add, ask others what they would like to see and combine that with what you have learned and you can have a great positive impact on your Facebook campaign.