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Tuesday, February 12, 2013

Master Facebook’s EdgeRank

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Public Relations BlogIf you’ve noticed a marked change in engagement on your Facebook Page it’s likely the result of Facebook’s updated EdgeRank. EdgeRank is the algorithm created and used by Facebook to determine when and where posts appear in people’s ‘top news’ feed. Understand EdgeRank and improve your Facebook Page’s visibility and effectiveness.

When someone “Likes” a Facebook Page they won’t necessarily be shown every post put out by that Page. In order to take advantage of offers, click “like”, comment and share people need to see posts. Visibility is essential!

Tilson PR has the key to getting your Facebook Page the most visibility! We’ve researched and tested to come up with solutions to the Facebook visibility hurtle.

Most Recent EdgeRank Algorithm:

Facebook announced important changes to their EdgeRank algorithm on September 20, 2012. Prior to these changes Facebook used affinity, weight and time-decay to decide if, when and for whom they would show Facebook Page posts. It’s no surprise Facebook’s EdgeRank continues to change, forcing users to pay close attention to the complicated algorithm.

In late 2012 a Facebook Ad rep shared the following insight on the most recent EdgeRank formula changes: 

“Posts that are more likely to be engaging tend to appear higher in feed. Some of the strongest factors that influence this are how engaging an individual post has been for other users who have seen it, and how engaged a user has historically been with other posts they’ve seen from that page. Feed also takes negative feedback into account, which is the number of people who have hidden a post or reported it as spam.”

In a nutshell, the more “engaging” a post the more likely it will be shown in more user’s feeds. But what exactly makes a post engaging and how do you accomplish this?

Engagement Defined:

If posts that are “more likely to be engaging” get the most visibility then it’s imperative to understand what’s considered “engaging”. According to Facebook clicking, liking, commenting, sharing and claiming offers all qualify as engagement.

Facebook created a complex algorithm, EdgeRank, in a effort to reduce spam, provide more quality posts to users and encourage Facebook Page owners to pay for visibility. While Facebook critics claim EdgeRank is a means to an end, simply paying for visibility has not worked for everyone. By encouraging Facebook Page administrators to avoid posting content that simply pushes out marketing and sales messages they hope to create a robust, useful and highly optimized experience for users.

What Type of Content Increases Engagement:

While there’s no magic formula to ensure you’ll hit the engagement bullseye there are some simple rules of thumb to help get you close. Obviously, the more engaging a Page’s content the less likely to be negatively impacted by the new EdgeRank. Therefore, we highly recommend posts that encourage people to take an engaging action; click, like, comment, share and claim.

So, what types of posts encourage clicks, likes, comments, shares and claims? Study after study has shown including images, video, breaking news, exclusive access, behind-the-scenes and fill-in-the-blanks, dramatically increase these types of actions. Take it a step further and consider your audience when composing posts. Figure out what motivates your Facebook community and craft content with those motivations in mind. Post on days and at times when past engagement on your Page was high.

If you’re looking for more advice on how to increase Facebook visibility follow us on Twitter @TilsonPR and Like us on Facebook

Read 40545 times Last modified on Wednesday, 20 February 2013
Meaghan Edelstein

Senior Social Strategist

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