This week in digital marketing we are talking about Edgerank. Edgerank is an algorithm used by Facebook to determine where and what posts appear on a user’s news feed in order to give users relevant and wanted content. Facebook uses Edgerank to rank every edge, or potential story, for each individual user.
Edgerank is broke down into:
Affinity: Affinity is the strength of relationship between a user and one of their connections (Friends, Family, ‘Liked’ pages, Groups).
Weight: “Weight is how much priority Edgerank gives your post, based on your post,”. Weight is the value of a certain story, because Facebook values each post or ‘story’ differently based on the feedback it receives. For instance a ‘like’ has far less value than a comment on a certain post. Photos and Videos places highly in the ranking system compared to attached links and plain text posts.
Time Decay: Is exactly what you would expect, as your post gets older, it also becomes less relevant. The longer your post has been on Facebook, the less likely it will be to show up in a user’s news feed. For users who only drop-in to Facebook once or twice a week, that post can still be extremely relevant to those users. It’s expressed mathematically as 1/(Time Since Action).
So although the process of Edgerank seems simple enough, how come so many people struggle with this concept? While I was writing this blog post I decided to take advantage of this unique opportunity of scrolling through my Facebook News for a school assignment. After scrolling through for quite some time I learned a few things about my ‘Friends’.
Although I feel like an a$$ for using real peoples statuses to showcase how pointless Facebook can be, these are just two prime examples of the nonsense that my Facebook newsfeed is filled with on a daily basis. Instead of seeing posts about things that are relevant to my life, I am learning that a girl I was in the same class with in the fourth grade was at Buffalo Wild Wings. If Facebook is using this easy to use logarithm, how come so many people/companies are not maximizing this opportunity?
“If your boss, or client said to you next month “We need to improve our performance on Facebook. What should we do?” What would you tell her?”
After doing some additional research, I found a variety of different steps to improve an individuals EdgeRank:
1. Post more regularly. If you are not producing content on a regular basis, it will be difficult to appear on your fans or friends Facebook newsfeed.
2. Create posts with greater content: Another way to increase your Edgerank is being producing higher quality content. Don’t just post text, include videos, pictures, and links because they have more ‘value’.
3. Make it visually appealing. Like we have all heard all our lives, a picture is worth 1,000 words.
So although I don’t actually have a boss that needs help improving their Facebook, I do have 697 ‘Friends’ that could learn something from this post. I can only hope that maybe my friends will read this article and take these simple recommendations to heart, and hopefully one day they will begin producing higher quality posts that are relevant and interesting to my life.
Although normally I am annoyed of a large majority of the content that shows up on my Facebook newsfeed, every once in awhile I will find a few friends who are doing it right. My friend Skyler Jordan has been advertising his new photography website on Facebook, and in my opinion he is doing a great job producing content that can easily be shared and is also ‘visually appealing’.
Lastly, Mark Cuban’s argument is that unless you are planning to have your Facebook material be a location where you are informative and engaging, you should not utilize it as a place to ‘interact’ with your clients. Cuban is also frustrated by the fact he has to purchase advertisement spots if he wants to connect with the intended audience on Facebook.