What is Facebook Edgerank and Why It’s Important
I’m kind of done with everyone coming down on Facebook. What are people complaining about? Because of the Facebook Edgerank Algorithm, we have to do one of two things to see success with Facebook marketing for our businesses:
a) Increase engagement organically or
b) Pay Facebook
That’s really what Edgerank comes down to. I, myself, thank Facebook for essentially penalizing bad content by making page owners pay for ads and boosted posts. By doing so, I live in hopes that the self-promotional “soapbox” content will one day cease, and brands will become more creative with their posts by caring about what I want or need. I don’t want brands to just waltz into my life any time they want to sell me. I want to be wooed by the things and people I love.
What Edgerank looks like
I know the algorithm might seem confusing, but let’s break it down. As a personal user, you have the potential to see hundreds, if not thousands, of posts in your newsfeed every day. These posts could be those of your friends and pages you like, as well as pages your friends like, and even posts from friends of friends. Now, as I’m sure you can imagine, some pages might see fit to hogging all of the attention, if it weren’t for the Edgerank Algorithm. The algorithm is Facebook’s way to determine what you would love to see in your newsfeed based on the following three factors:
Affinity is essentially the quality of the relationship that you have with your audience. The more a user engages with your content (i.e. likes, comments, shares and clicks your content), the more affinity it triggers with Facebook, the higher priority your content receives. This goes for personal users as well as business pages. When you receive higher priority, more of your content will show in that user’s newsfeed organically.
On Facebook, each post holds a certain amount of weight based on the post type, as well as the actions users take on the post (i.e. like, comment, share, link click). Also, a type of action holds more weight, for example, a comment holds more weight than a like. The more weight a post has, the higher it ranks, and the more the post is shown in user’s newsfeed.
Just like everything, posts lose their glossiness and start to get old and warn. The longer your post has been in a user’s newsfeed, the further down it goes. However, it never completely disappears, allowing you to revive it with new comments and even a boosted post.
How to “beat” Edgerank for your business
People often ask me how to beat Facebook at their own game. There are ways to beat Edgerank, but you’re probably not going to like them:
1. Post great quality content that people will actually care about
2. Post often (this depends on your audience, but I usually recommend 3 times daily)
3. Encourage shares – shares are golden and will keep your post alive
The higher you rank on Facebook, the more your content will be shown to your fans organically, the more money in your pocket. Once you build great Edgerank, your following will hang off your every word and will most likely convert from fans to customers. Fail to do so, and you’ll be filling Facebook’s pockets and not your own.
My App Pick of the Week
If you really want to maximize your exposure on Facebook and dig deep into your Edgerank, then you’ll definitely want to check out Edgerank Checker by SocialBakers. This app provides key insights, like best times to post, post ratings, and even recommendations for your posts. Use it, and you’ll be at the top of your audience’s newsfeed in no time.