On Facebook, if you are managing a fan page, probably you already realized your posts are not reaching the most of your fans. This is all about EdgeRank, in this post I will try to explain the EdgeRank’s algorithms to optimize your Facebook pages shares.
As you know, there is two kind of News Feed on Facebook, Top News and Recent News. And according to Facebook, above 90% of users are choosing Top News that our story begins with.
In Top News, Facebook chooses the shares which you would like to see based on EdgeRank.
EdgeRank algorithms have three basic elements; Affinity, Edge Weight and Recency.
1. Affinity Score
Just keep in your mind, Affinity score is one-directional. For example, somebody liked your page and makes comment, likes, shares via your page shares. Then Affinity Score will be high, otherwise it is quite low.
2. Weight Score
Your different content shares are valued in different weights on Facebook. For example, video,link and photo sharing can cause higher weight score in that case. But again, it depends on your fan choices, if one of your fans is showing more interaction to photos than videos. Your photo shares will be high scored than your video sharing for this fan.
3. Age Score/ Recency
It is easy one. Older posts scores less, newer posts score higher.
Let’s put this information to an example:
You shared your new products photo on your fan page and one of your fan logs in after 12 hours.
S/he is average active user on your page and let’s say facebook will give 8 for Affinity Score. S/he is into photo shares than other shares, so weight score would be 6 and Age Score after 12 hours would be 3. Your EdgeRank for this fan : 8*6*3 = 144. If your post, with a score of 144, is one of the top-scoring posts, your post will show in the fan’s “Top News” feed.
Let’s bring it to one step further:
The fan, from last example, made a comment on your post, The fan’s friend logs in Will friend see your post? There is two edges needed to calculate it.
Affinity between your brand and “friend”= 1
Weight of your post = 6 (from last example)
Recency= 2 (over 12 hours)
1st Edge Score= 12
Second Edge (Fan’s comment)
Affinity between your fan and her/his friend = 10
Weight of a comment = 6
Recency: 4 ( it is higher in that case, because lets say s/he entered right after her/his friends comment)
2nd Edge Score: 10*6*4 =240
Total score: 12+240= 252
If it is one of highest score for this friends Top News, it will appear in her/his feeds.
- Try to make your fans to be interactive on your page, encourage them.
- Make your share in different contents, videos,photos, links etc. Do not focus on only one thing.
- Choose the time your uses most active. For example, If you are targeting people who lives in Finland, you can see Finnish Behavior on Facebook Pages in my one of previous pots. As you can see Finnish are more active around 10-11 and 19-21. So better to share in these hours.
- Use Facebook Insights to see how your posts are successful or not.
I will continue share optimization posts with Facebook ads in following post, soon. I hope that would be helpful and do not hesitate to ask or make comments.