Facebook Edge Rank

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A quick guide to understanding EdgeRank and getting the most out of your posts. From a UMGD webinar on 07/26/12.

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Facebook Edge Rank

  1. 1. Facebook EdgeRankGetting the Most Out of Your Posts July 2012 Presented by UMGD Bridget Ferris Social Marketing Coordinator Bridget.ferris@umusic.com (310) 865-8658 @BridgetFerris | AIM: Bridgetferris 1
  2. 2. Why Care About EdgeRank?The effect of EdgeRank is most obvious on fans’ newsfeeds.Ever wonder why some older posts are above newer posts? 23 Min. Ago 20 Min. Ago 2
  3. 3. Why Care About EdgeRank? REACH: Why the difference? “Reach is the number of unique people who have seen your post.” -Facebook 27,976 Reached 8,662 Reached 6,116 Reached 3
  4. 4. What is EdgeRank? EdgeRank is an algorithm developed by Facebook to govern what is displayed (and how high) on the News Feed. 4
  5. 5. What is EdgeRank? Affinity has to do with how close of a “relationship” an artist/label and a Fan may have. Affinity is built by repeat interactions with an artist/label page. Weight is essentially the level of interaction a piece of content gets. Think of this step as Engagement. Facebook values different kinds of engagement in the following way: shares < comments < likes Over time, a post’s relevance decays, thus making it less important and pushing it down the feed. 5
  6. 6. Make EdgeRank Work For You Use the following steps to improve your page’s EdgeRank and get the most out of your posts. 6
  7. 7. Step 1: Check Your EdgeRank Score Are your posts getting the most reach? Find out your page’s EdgeRank score www.edgerankchecker.com Score breakdown: 0 – 6 is below average 7 – 13 is average 14 – 19 is above average 20+ is excellent 7
  8. 8. Step 2: Refine Your Page’s Affinity Do your fans have a positive relationship with your page? How can we help nurture that relationship? The relationship between a fan and a page is largely organic. Keep your page fresh so fans have more reasons to visit: • New Apps or Icons • If you have no new apps to add, change the app icon to a different color • Updating Cover Image • Changing the cover image every 1-2 months is a good rule of thumb. • Consistent Posts • Posting in between release cycles will help maintain the artist’s EdgeRank score. 8
  9. 9. Step 3: Encourage Engagement What kinds of content are most likely to get Facebook Fans to engage? Photos are 7x more engaging than any other posts. - Wildfire Interactive 9
  10. 10. Step 3: Encourage Engagement How does the formatting of a post affect the level of fan interaction? How long are your posts? Best Length - Posts with less than 141 characters were the most engaging across all content types. Are you providing context for your posts? Best Description - Posts that contain photos, video, links, etc should ALWAYS be paired with a worded description. Videos released without a caption received the worst engagement rates of all. - Wildfire Interactive 10
  11. 11. Step 3: Encourage Engagement 6 Engaging Content Ideas Ask questions Post photos asking for captions Post fill-in-the-blanks 11
  12. 12. Step 3: Encourage Engagement 6 Engaging Content Ideas Celebrate Today Talk about topical events Ask for ‘Likes’ 12
  13. 13. Step 4: Adjust Your Timing When are my Facebook Fans online? • Most Facebook shares occur on Saturday. • Shares tend to spike around noon ET. • Engagement spikes again after 11pm ET. How often should you post? • The average post is estimated to live 22 hr 51 min. • It is recommended to post 1-3 times per day. • If you have a lot of content to share, we recommend scheduling 3-4 hours between every post. 13
  14. 14. Why Care About EdgeRank? REACH: Why the difference? Now you know! 27,976 Reached 8,662 Reached 6,116 Reached 14
  15. 15. EdgeRank Checklist  Check your EdgeRank score  Update the look of your page regularly  Post photos with descriptions  Post consistently – but not too much!  Keep it short & sweet  Post with the intention of getting fans to engage 15
  16. 16. Facebook EdgeRankGetting the Most Out of Your Posts July 2012 Presented by UMGD Bridget Ferris Social Marketing Coordinator Bridget.ferris@umusic.com (310) 865-8658 @BridgetFerris | AIM: Bridgetferris 16

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