Breaking Down Facebook Edgerank

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Breaking Down Facebook Edgerank

  1. 1. FACEBOOK EDGERANK Breaking down the keys to expanded reach Font: Supadupa - DaFont.com
  2. 2. WHO IS THIS GUY?• Hi, I’m Bruce Floyd• Social Media Specialist for University of Florida University Relations• I run the main social media accounts at UF• Been tweeting since November 2007• Please follow/fan/friend us!
  3. 3. HOORAY! STATISTICS! Question:What percentage of your Facebook fans actuallysee your posts on their news feed, on average?
  4. 4. HOORAY! STATISTICS! Question:What percentage of your Facebook fans actuallysee your posts on their news feed, on average? Answer: On average, only 16%
  5. 5. HOORAY! STATISTICS! Question:Wait, what? But they’re fans! Why don’t they get to see all of my terrific content?
  6. 6. HOORAY! STATISTICS! Question:Wait, what? But they’re fans! Why don’t they get to see all of my terrific content? Answer: You’re competing with a lot of other content.
  7. 7. HOORAY! STATISTICS!The average number of friends an individual has on Facebook is 229. You’re competing with all of those friends for access to that person’s wall. That doesn’t even include all of the pages that the individual is a fan of.
  8. 8. HOORAY! STATISTICS! Actually, if you’re serving a younger audience, there’s even more competition! Mean size of Facebook friends network400 318.5300 197.6200 155.7100 85.1 78.4 42.0 0 18-34 35-46 47-56 57-65 66-74 75+ Source: Pew Internet - May 2012
  9. 9. MORE STATISTICS?!On average, Facebook processes 2.5 billion pieces of content, which includes 300 million photos.
  10. 10. MORE STATISTICS?!On average, Facebook processes 2.5 billion pieces of content, which includes 300 million photos. In a single day.
  11. 11. MORE STATISTICS?!So, who is your competition?
  12. 12. HERE’S YOUR COMPETITION Here’s your competition.Your content has tobe compelling as this cat.
  13. 13. How does Facebook decide what to post?
  14. 14. INTRODUCING EDGERANK
  15. 15. INTRODUCING EDGERANK What is EdgeRank?• EdgeRank is an algorithm. (Boo, math!)• It takes into consideration a number of factors in order to determine if a piece of content is relevant to a fan/friend• It also determines what order the content should be placed in your news feed (assuming yours is set to top stories)
  16. 16. BREAKING IT DOWN
  17. 17. BREAKING IT DOWNUnderstanding the mystery of EdgeRank e = edge u = user affinity w = weight d = decay Image: EdgeRankChecker.com
  18. 18. BREAKING IT DOWN Understanding the mystery of EdgeRank•An “edge” is any action that happens in Facebook.•It can include a status update, like, comment, share, postinga photo. Image: EdgeRankChecker.com
  19. 19. BREAKING IT DOWN Understanding the mystery of EdgeRank•User affinity: The measure of the relationship a fan haswith a fan page.•How often (and how recent) has the fan interacted withyour “edges”? Image: EdgeRankChecker.com
  20. 20. BREAKING IT DOWN Understanding the mystery of EdgeRank•Weight: The value that Facebook places on individualedges.•If it takes more time to do, it probably has more weight.•Posting a photo with a caption weighs more than a statusupdate. Image: EdgeRankChecker.com
  21. 21. BREAKING IT DOWN Understanding the mystery of EdgeRank•Decay: The age of the edge.•The older it is, the lower the number... and the less likelyit’ll show up on a wall.•Bottom line: Keep your content fresh Image: EdgeRankChecker.com
  22. 22. WHY DO WE NEED TO KNOW THIS?• We need to think more critically about what we’re posting... and why we’re posting it.• Every post has the potential to improve the reach of your next post - or to damage it.• It’s important to see what’s working and what isn’t.
  23. 23. WHY DO WE NEED TO KNOW THIS?• Ask yourself: • How will this image / link / status update encourage the fans to like, comment or share? • Have I provided context in my image? If someone shares it, does it make sense without the caption? Will people know where it’s from?
  24. 24. WHY DO WE NEED TO KNOW THIS?• Ask yourself: • Am I reviewing what’s working and what isn’t? • Am I keeping the content fresh?
  25. 25. SUGGESTED TOOLS EdgeRankChecker.com•Determines best post types•Gives average time decay•Makes overallrecommendations•Inexpensive
  26. 26. ANY QUESTIONS?
  27. 27. THANK YOU!• Email: bfloyd@ufl.edu• Twitter: @BruceFloyd

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