28th June 2011 by Stephanie
The exact end goal of each Facebook business page varies but, in the end, the day-to-day goal is the same. Each individual post should be seen by your fans. Because of that, individual posts turn out to be a key component to a successful Facebook page. Understanding EdgeRank, Facebook’s algorithm for ranking posts in news feeds, will make sure your posts aren’t lost in Facebook Deep Space.
To start, realize the Facebook news feed is the editorial gatekeeper. If your post isn’t showing up on users’ news feeds, it’s the equivalent of the receptionist telling you they’ve taken a message and will- ahem- pass it along. It’s not going anywhere. Good news is, your EdgeRank score varies by person and post– just because your post doesn’t show up in one user’s news feed doesn’t mean it isn’t showing up on other news feeds.
How EdgeRank Works
What’s the secret? Common sense really. The more the user seems to like you, the more your posts show in their feed. For all you mathematical geeks out there, the Facebook EdgeRank algorithm is below.
For those that get flashbacks of sororities and frats when they see a large Episilon, we’ll break it down into non-Greek-Speak. EdgeRank looks at 3 main things when deciding EdgeRank:
How often do you and the user interact? The more interaction Facebook sees going on, the higher score they give your relationship.
2) (we) = Weight
Facebook is looking at how strong those interactions you had with the user were. Did they comment, like, or post on your page? While Facebook doesn’t tell which interaction they give more weight to, one can probably guess a comment has more weight than a like.
3) (de) = Time Decay
How long ago did you post? Tick, tock. No matter how relevant your post to the user, the longer it’s been up, the less and less appealing it is to EdgeRank.
‘Top News’ vs. ‘Most Recent’ News Feeds
There are two different news feed choices- ‘Top News’ and ‘Most Recent’. Much like Google with their PageRank, Facebook is pretty secretive about how they decide what shows up in your ‘Top News’ vs. ‘Most Recent’.
Most of your fans news feeds will be defaulted to ‘Top News’, which relies heavily on EdgeRank to decide what posts are shown. The ‘Most Recent’ option is more chronologically focused.
Of course, it’d be too easy for the ‘Most Recent’ news feed to always be chronological so here’s the exception that Facebook openly notes. For people that have more than 250 friends and pages they like, Facebook shows updates from ‘as many as 250 friends and Facebook Pages’. Showing all your friends and page updates is an option but it must be manually done by scrolling to the bottom of your ‘Most Recent’ news feed and selecting to show posts from all of your friends and pages.
How do I make my Facebook Posts be Seen?
A couple tried and true methods will get you well on your way. Beware, if you (or your page) is new to Facebook, it does take some serious work (and a few good power friends always helps) to help you build up your EdgeRank. The Daily Beast has a great article that, among other things, addresses some of the challenges of being new to Facebook and gives some helpful tips.
So, what can you do to raise your EdgeRank?
The more interactions, the higher your affinity score. When users comment on your posts, drop a note back. When they comment they love your picture, comment back.
Timing is Important
Don’t forget the links, pictures, videos
Post frequently, by not too frequently
Measuring your EdgeRank
As of now, there is no Facebook endorsed way to measure EdgeRank that I can find. You may stumble across a site called EdgeRank Checker. Problem is, it’s not entirely clear where they’re getting their score or what is done with the Facebook Insight information you upload. For more in-depth reading on the pros/cons of the EdgeRank Checker, read Mari Smith’s article.