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A Guide to EdgeRank
 

A Guide to EdgeRank

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A quick guide to Facebook EdgeRank

A quick guide to Facebook EdgeRank

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    A Guide to EdgeRank A Guide to EdgeRank Presentation Transcript

    • EDGEABOVETHE RESTA quick guide to Facebook EdgeRank
    • Facebook— Over 11M active users on Facebook in Australia— Growth: +6.11% over the last 6 months— Hours spent: average 7 hours and 19 min— 68% of Facebook users return daily— 86% return weekly— 3 billion photos uploaded every month— 50 million ‘Likes’ everyday— More activity on Facebook means more competition for News Feed distribution
    • The New NewsNewsfeed: Summary ofrecent activity amongstfriends on FacebookEdges: Actions takenby friends aka ‘stories’EdgeRank: Algorithm topredict how interestingeach story will be toeach user
    • EDGERANK
    • What is EdgeRank?EdgeRank is the name of the algorithm thatFacebook uses to determine what appears intheir users’ news feeds.The algorithm hides boringstories, so if your story doesntscore well, no one will see it.
    • Why Should You Care?If your Brand has low EdgeRankobjects, then your updates will beseen by less people.This means that your Facebookmarketing budget is lesseffective than it could be.
    • How It WorksThe algorithm ingredients were revealed at Facebooks 2012 F8 conference: EdgeRank Affinity Weight Time Decay Weight is the value Time Decay refers to Algorithm to predict Affinity is a one-way system implemented by how long the Edge has how interesting each relationship between a story will be to each individual Facebook = user and an Edge. It could be understood as x Facebook to increase/ decrease the value of x been alive. how close of a certain actions within As an Edge ages, the user. ‘relationship’ a your Facebook. less valuable it brand has with a fan becomes. Edges that take the Affinity is built by most time to This helps keep the repeated interactions accomplish tend to Newsfeed fresh with interesting and new with a brand’s Edges. weigh more. content, as opposed to lingering old content
    • FOUR STEPS TOEDGE ABOVE THE REST
    • Four Steps Step 1. Step 2. Step 3. Step 4. PLAN ENGAGE OPTIMIZE GET THE EDGE Not all posts Don’t be boring or Leverage smart Stay on top of will be seen by inconsistent. data to inform both EdgeRank changes all fans. Inspire fans with strategic and and influence. your content. creative decisions. Consider what Try to incorporate content would make Keeping content objects with high Continue to improve a post the most consistently fresh weight scores into all your reach by compelling or tell and exciting will announcements. keeping track of the best story. result in a higher what’s working and EdgeRank. what’s not.
    • Four Steps Step 1. Step 2. isn’t Content Step 3. Step 4. guaranteed placement in the feed. PLAN OPTIMIZE ADAPT MAXIMIZE Not all posts Optimize smart feel as You should not Adapt to the fast Maximize your will be seen by though you need to follow data to inform both paced changing posts to their full all fans. hard and fast rules to get strategic and around EdgeRank. climate of Facebook potential creative decisions. Consider what content would make Keeping content Try to incorporate Continue towith great Posts improve a post the most fresh and exciting objects with high your reach by and short photography compelling or tell will result in a is consistently publishing fantastic into all Red Bull higher weight scores keeping track of copy perform better than the best story. EdgeRank posts. They have two regular traits: announcements what’s without photos and those working and 1. Inspirational photography. what’s not. with longer copy. 2. Short, well-written copy.
    • Four Steps Content must be diverse, engaging and Step 1. Step 2. Step 3.1. Step fresh in order to inspire Step0.2% of eligible Step4. it onto a Only 2. stories make engagement and user’s newsfeed. PLAN ENGAGE succeed in the feed. MAXIMIZE Not all posts Don’t be boring or Maximize your will be seen by inconsistent. posts to their full all fans. Inspire fans with potential your content. Consider what content would make Keeping content Try to incorporate a post the most consistently fresh objects with high compelling or tell and exciting will weight scores into all the best story. result in a higher announcements EdgeRank. Baskin-Robbins has fallen into the habit of posting routine material. Their page is now amongst the fastest decreasing pages on Facebook in terms of ‘Likes’.
    • Four Steps We’re in a future where Smart data = actionable Step 1. marketing is personalized, targeted, Step 2. insights. Step 3. Step 4. and directly measured. PLAN ENGAGE GET THE EDGE OPTIMIZE Not all posts Don’t be boring or Stay on top of Leverage smart will be seen by inconsistent. EdgeRank changes data to inform both all fans. Inspire fans with and influence. strategic and your content. creative decisions. Consider what Try to incorporate content would make Keeping content objects with high consistently fresh Continue to improve a post the most weight scores into all and exciting will your reach by compelling, or tell announcements. result in a higher keeping track of the best story. EdgeRank. what’s working and what’s not. During the Olympics, Febreze launched a successful publishing strategy around the insight that people don’t liketo talk about bad smells. It was fun, well executed and in the end, got people talking.
    • Four Steps The more likes and comments your content receives, the more likely your future Step 1. Step 2. Step 3. content will appear on Step 4. Top News feeds. ENGAGE OPTIMIZE GET THE EDGE INSPIRE The three types of Stay on top of Not all posts will be Optimize smart content which are Inspire fans with widely understood to EdgeRank changes seen by all fans. data to inform both your content have the highest Edge and influence. strategic and Weight are Videos, creative decisions. Images and Links. Try to incorporate Consider what Keeping content objects with high Continue to improve Knowing what objects weight scores into all content would make your reach by fresh and excitingDisney continues to most have the heaviest announcements. a post the capitalize on their extensive multimedia keeping track of will result in a higher library, posting animation footage and visuals daily. They weighting should alter the compelling or tell EdgeRank remain the 2nd largest brand on Facebook in terms of and what’s working way you communicate the best story what’s not. ‘Likes’ and continue to grow exponentially. with you fans.
    • Four Steps Step 1. Step 2. Step 3. Step 4. PLAN ENGAGE OPTIMIZE GET THE EDGE Not all posts Don’t be boring or Leverage smart Stay on top of will be seen by inconsistent. data to inform both EdgeRank changes all fans. Inspire fans with strategic and and influence. your content. creative decisions. Consider what Try to incorporate content would make Keeping content objects with high Continue to improve a post the most consistently fresh weight scores into all your reach by compelling or tell and exciting will announcements. keeping track of the best story. result in a higher what’s working and EdgeRank. what’s not.
    • THANK YOUFor more information please emailtim.evans@dtdigital.com.au or jackie.bowker@dtdigital.com.aufacebook.com/dtdigitaldtdigital.com.autwitter.com/dtdigital