Facebook’s EdgeRank Algorithm – What is it & How Does it Affect Your Facebook Business Page?

Facebook is all about its engagement and interaction, and Facebook works hard to measure this interaction to give the best user experience. In order to analyse the information posted on Facebook, the site has developed an algorithm that is applied to each piece of content that is on Facebook. This algorithm is called Facebook EdgeRank.
Contents such as comments, tags, videos, likes, shares, notes – any activity a user takes on a Facebook page – goes through a rating process using Facebook EdgeRank.

Based on the fact that most users’ default setting is ‘Top News’, Facebook EdgeRank  will customise content for you by checking the algorithm to see how the items rank.

Therefore, when users share, like, or comment on your content, it gets ranked higher and is therefore placed higher on your followers’ news feeds. But how exactly does it work? Facebook EdgeRank considers three different aspects in its ranking system…

 

Weight: Weight is defined as the type of interaction that occurs. Comments are “heavier”, so to speak, than a Like. Pictures have the highest weight.

Affinity: How often you and your friends use Facebook to interact is taken into account here. Friends you interact with more often are given a greater rank – so it pays to interact with all your followers as much as you can!

Time: This is the age of a particular post. Facebook posts age like milk as opposed to wine! So new content is ranked higher than old.

These three factors combine to make the Facebook EdgeRank. While the algorithm can be tricky, the premise behind it all is very simple. Because Facebook works to present the most relevant information to any given user, EdgeRank does not only work for personal profiles, it also works for pages.

Facebook’s greatest benefit is that it expands your company and your brand to those who matter, by giving you the chance to interact with your fans who are, in turn, your customers.  When you use Facebook, your brand will need to interact in a certain way for it to hold the fan base that it has.

In order to keep your Business Page on top of your followers’ News Feeds – and their minds — you need to prioritise engagement over acquisition. Engagement, or interacting with your followers, is said to be the key factor that Facebook Edgerank uses to determine the posts and who will see them – so  on your fan page, you will be more interested in engagement than acquisition of more followers.

Along with engagement, you will need to focus on including media and viral content.  As a business, it’s recommended that you invest some money into developing some targeted Facebook initiatives. A good first aim is to grow Likes, because the more people that like your page; the higher it will be recognized in the Facebook Edgerank.

Another important thing that will keep you in the running on Facebook is through your advertising methods.  Whether you are advertising on Facebook or off it, you should always encourage your contacts to Like your page!

Facebook is a tool that many marketing experts and business professionals are using these days and once you know how to manipulate the Facebook Edgerank, you are on your way to capturing your target audience’s attention on Facebook.

Be Sociable, Share!

Jurgita Glodenyte

   

Jurgita Glodenyte

Jurgita Glodenyte is an online/digital & social media marketer, manager, strategist, consultant, trainer and public speaker. Her goal is to give companies she works with the tools to make them successful in a technology based economy. Jurgita has written a few books on digital marketing & social media.
Be Sociable, Share!