2. Facebook dominates …
Size:
More than 900 million accounts globally
Usage:
25% US citizens are checking FB after waking up
Interconnection:
Massively growing numbers of individual „friends“ and „likes“
3. … and keeps growing
Size
New growth markets (MENA, Turkey, Brazil)
Value
Exploding advertising revenues and IPO
Complexity:
Uncountable private & commercial social interactions
4. The permanent Facebook challenge
system content growth
$ = MONETIZATION
∞
individual content relevance
= USER RETENTION &
FREQUENCY
5. Have you been facing this?
• Your best friend seems to be lost! He has apparently
not posted or shared anything with you for months!
• Your wife or husband is posting every day but you
never see their post?
• You „liked“ a Brand or Singer and postings appear on
your wall only few times?
When ever did you interact with them?
6. Facebook is filtering relevant content
Information limited time &
overflow changing interests
7. Analyses object centric user behaviour
Any new piece of content on Facebook
(pictures/status/video, comment) is an
OBJECT.
Every interaction with this OBJECT (likes,
comments on the object , and even its
initial creation) is called an EDGE.
{Σ u w d } e e e
The EDGERANK of an OBJECT is the
sum of the scores of all its EDGES.
8. Calculation and Impact
• The Edge Rank …
– … is analysed object related, not Fan page related
– … is calculated and processed in real time
– … is dynamically reprocessed
– … is showing different results for individuals
• Determines if the post is displayed or not!
– typically posts are only visible for 17% of Fans due
to poor interaction with content
9. Dimensions of the edge score
Time
Affinity
Weight
EDGE SCORE of an OBJECT
Decides if an object is visible on the Fans Timeline
10. Edge Rank - Determining factors
• Affinity Score - If you frequently interact with a
particular person/page or their content, their
updates will have a high affinity score for you –
resulting in higher chance of being displayed
– Dimension that personalizes the Content selection
– Unidirectional impact - if you always like a person’s or
Brand’s updates, this will not make them more likely
to see yours.
11. Edge Rank - Determining factors
• Weight Score - Certain types of content are
given priority by Facebook. e.g.
Video weight > photo weight > link weight
– No clear official announcements available
– Weight is applicable for interaction with objects as
well, with comments and shares given higher
weight than likes.
12. Edge Rank - Determining factors
• Time Decay Factor – The third factor is time,
as it passes the edge loses priority.
– Information looses value by aging!
– How much are you willing to pay for the
newspaper from yesterday?
13. Edge Rank – measures engagement
• „Like“ is only the first step
• Content interaction only
gains visibility for Brands
Engagement is the
key to successful FB
communication
14. Thank you!
FACELIFT brand building technologies GmbH
Straßenbahnring 13
20251 Hamburg
Germany
Office Middle East and North Africa
+961 71 408070
ats@facelift-bbt.com
• 100% Facebook.
