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The Rules of Threes: Understanding Facebook's Edgerank

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By edSocialMedia's Madeline Riley. Facebook has become the world’s largest social networking site and arguably one of the most accessible tools for schools.A promising place to increase community …

By edSocialMedia's Madeline Riley. Facebook has become the world’s largest social networking site and arguably one of the most accessible tools for schools.A promising place to increase community involvement and share your school’s story, the social media behemoth has become a powerful tool in social media for education institutions. But how do we appropriately share our school’s story when Facebook constantly changes the rules of the game? Madeline’s presentation highlights the latest changes and best practices for schools administering an interactive Facebook page or group.

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  • 1. Edge Rank Madeline  (Senkosky)  Riley,  Community  Manager www.edSocialMedia.com @madelinesen  //  @edsocialmediaMonday, September 17, 12 1
  • 2. Monday, September 17, 12 2Photo: http://www.flickr.com/photos/telmo32/4646881661/4 different topics that have three arms to each topic
  • 3. The Rules of ThreesMonday, September 17, 12 2Photo: http://www.flickr.com/photos/telmo32/4646881661/4 different topics that have three arms to each topic
  • 4. 900 720 540 360 180 0 April 2009 May 2010 July 2010 January 2011 July 2011 Today *million! Source: Facebook http://www.facebook.com/press/info.php?timelineMonday, September 17, 12 3200, 400, 500, 600, 750, TODAY: 955 million monthly active users at the end of June 2012.Facebook saw over 300 million new accounts added in a little over a year.Go where our constituents are.483 million daily active users as of December, for year over year growth of 39% and 48% respectively. Mobile isalso now half the user base, with 425 million monthly actives.
  • 5. 900 720 540 360 180 200 0 April 2009 May 2010 July 2010 January 2011 July 2011 Today *million! Source: Facebook http://www.facebook.com/press/info.php?timelineMonday, September 17, 12 3200, 400, 500, 600, 750, TODAY: 955 million monthly active users at the end of June 2012.Facebook saw over 300 million new accounts added in a little over a year.Go where our constituents are.483 million daily active users as of December, for year over year growth of 39% and 48% respectively. Mobile isalso now half the user base, with 425 million monthly actives.
  • 6. 900 720 540 360 400 180 200 0 April 2009 May 2010 July 2010 January 2011 July 2011 Today *million! Source: Facebook http://www.facebook.com/press/info.php?timelineMonday, September 17, 12 3200, 400, 500, 600, 750, TODAY: 955 million monthly active users at the end of June 2012.Facebook saw over 300 million new accounts added in a little over a year.Go where our constituents are.483 million daily active users as of December, for year over year growth of 39% and 48% respectively. Mobile isalso now half the user base, with 425 million monthly actives.
  • 7. 900 720 540 500 360 400 180 200 0 April 2009 May 2010 July 2010 January 2011 July 2011 Today *million! Source: Facebook http://www.facebook.com/press/info.php?timelineMonday, September 17, 12 3200, 400, 500, 600, 750, TODAY: 955 million monthly active users at the end of June 2012.Facebook saw over 300 million new accounts added in a little over a year.Go where our constituents are.483 million daily active users as of December, for year over year growth of 39% and 48% respectively. Mobile isalso now half the user base, with 425 million monthly actives.
  • 8. 900 720 600 540 500 360 400 180 200 0 April 2009 May 2010 July 2010 January 2011 July 2011 Today *million! Source: Facebook http://www.facebook.com/press/info.php?timelineMonday, September 17, 12 3200, 400, 500, 600, 750, TODAY: 955 million monthly active users at the end of June 2012.Facebook saw over 300 million new accounts added in a little over a year.Go where our constituents are.483 million daily active users as of December, for year over year growth of 39% and 48% respectively. Mobile isalso now half the user base, with 425 million monthly actives.
  • 9. 900 720 750 600 540 500 360 400 180 200 0 April 2009 May 2010 July 2010 January 2011 July 2011 Today *million! Source: Facebook http://www.facebook.com/press/info.php?timelineMonday, September 17, 12 3200, 400, 500, 600, 750, TODAY: 955 million monthly active users at the end of June 2012.Facebook saw over 300 million new accounts added in a little over a year.Go where our constituents are.483 million daily active users as of December, for year over year growth of 39% and 48% respectively. Mobile isalso now half the user base, with 425 million monthly actives.
  • 10. 900 955 720 750 600 540 500 360 400 180 200 0 April 2009 May 2010 July 2010 January 2011 July 2011 Today *million! Source: Facebook http://www.facebook.com/press/info.php?timelineMonday, September 17, 12 3200, 400, 500, 600, 750, TODAY: 955 million monthly active users at the end of June 2012.Facebook saw over 300 million new accounts added in a little over a year.Go where our constituents are.483 million daily active users as of December, for year over year growth of 39% and 48% respectively. Mobile isalso now half the user base, with 425 million monthly actives.
  • 11. How do you consume?Monday, September 17, 12 4 Remember  this  is  where  the  majority  of  cons3tuents  will  see  your  info….  Most  will  never  navigate  back  to  your  page’s  wall….
  • 12. Monday, September 17, 12 5 Once  a  user  has  clicked  the  “Like”  buCon,  the  majority  of  the  Facebook  consump3on  is  done  through  the  News  Feed.  
  • 13. Monday, September 17, 12 6 Once  a  user  has  clicked  the  “Like”  buCon,  the  majority  of  the  Facebook  consump3on  is  done  through  the  News  Feed.  
  • 14. They will rarely come back here…Monday, September 17, 12 7 Page  –  official  presence  for  public  figures,  ar3sts,  bands,  businesses,  places,  entertainment,  causes,  brands,  or  products  to  share  informa3on  and   interact  with  fans  on  Facebook  
  • 15. Monday, September 17, 12 8But, really, the dirty little secret—across all forms of social media (and you’ll hear PeterBaron) say the same thing)—to keeping people plugged in and engaged is through content.
  • 16. In the News FeedMonday, September 17, 12 9 Remember  this  is  where  the  majority  of  cons3tuents  will  see  your  info….  Most  will  never  navigate  back  to  your  page’s  wall….
  • 17. Monday, September 17, 12 10Social media participation is growing. Schools are actively pushing to build their networks.There’s been this idea that just being in the space is enough, but is it really? How can youstand out about the crowd?
  • 18. Racing to 2000 fans!Monday, September 17, 12 10Social media participation is growing. Schools are actively pushing to build their networks.There’s been this idea that just being in the space is enough, but is it really? How can youstand out about the crowd?
  • 19. 11Monday, September 17, 12 11Photo: http://www.flickr.com/photos/andyhay/239756376/
  • 20. Monday, September 17, 12 12Creating & sharing compelling content that speaks to these fundament needs. The object is to begin bringingprospective families into this stream. Provide fans and families substance—not necessarily formality, but substance-events, stories, narratives, happenings and achievement on campus. Show the ways students are growing andlearning- real and substantive. Engage your fans by sharing the school experience.
  • 21. Create, curate & share compelling content.Monday, September 17, 12 12Creating & sharing compelling content that speaks to these fundament needs. The object is to begin bringingprospective families into this stream. Provide fans and families substance—not necessarily formality, but substance-events, stories, narratives, happenings and achievement on campus. Show the ways students are growing andlearning- real and substantive. Engage your fans by sharing the school experience.
  • 22. Monday, September 17, 12 13Photo: http://www.flickr.com/photos/telmo32/4646881661/4 different topics that have three arms to each topic
  • 23. The Rules of ThreesMonday, September 17, 12 13Photo: http://www.flickr.com/photos/telmo32/4646881661/4 different topics that have three arms to each topic
  • 24. 3 Edge RankMonday, September 17, 12 14The first Rule of 3 is Facebook Edgerank:“In short, this algorithm decides what is most important on Facebook for a specific user by taking into account which pages/profiles that userfrequents, the popularity of it, and most importantly, how recent the post is.” It also considers the “weight” of the post, meaning what objects arecorrelated with the post.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30305/How-Timeline-Radically-Changes-Your-Facebook-Marketing-Strategy.aspx#ixzz1l37pDHfo
  • 25. 3 Affinity Edge RankMonday, September 17, 12 14The first Rule of 3 is Facebook Edgerank:“In short, this algorithm decides what is most important on Facebook for a specific user by taking into account which pages/profiles that userfrequents, the popularity of it, and most importantly, how recent the post is.” It also considers the “weight” of the post, meaning what objects arecorrelated with the post.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30305/How-Timeline-Radically-Changes-Your-Facebook-Marketing-Strategy.aspx#ixzz1l37pDHfo
  • 26. 3 Affinity Weight Edge RankMonday, September 17, 12 14The first Rule of 3 is Facebook Edgerank:“In short, this algorithm decides what is most important on Facebook for a specific user by taking into account which pages/profiles that userfrequents, the popularity of it, and most importantly, how recent the post is.” It also considers the “weight” of the post, meaning what objects arecorrelated with the post.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30305/How-Timeline-Radically-Changes-Your-Facebook-Marketing-Strategy.aspx#ixzz1l37pDHfo
  • 27. 3 Affinity Weight Time Decay Edge RankMonday, September 17, 12 14The first Rule of 3 is Facebook Edgerank:“In short, this algorithm decides what is most important on Facebook for a specific user by taking into account which pages/profiles that userfrequents, the popularity of it, and most importantly, how recent the post is.” It also considers the “weight” of the post, meaning what objects arecorrelated with the post.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30305/How-Timeline-Radically-Changes-Your-Facebook-Marketing-Strategy.aspx#ixzz1l37pDHfo
  • 28. http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 15Affinity is dependent on a users relationship with an object in the news feed. For example, if you don’t interact with a page very frequently or yourarely click on links on an old high school classmate’s profile, their news updates will appear in your newsfeed less frequently than someone youmight interact with everyday, such as your sister or best friend.This actually impacts the return of your page in the search, too.Do you frequently interact with the person or page?Have your friends been interacting with the person or page’s status?
  • 29. Affinity http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 15Affinity is dependent on a users relationship with an object in the news feed. For example, if you don’t interact with a page very frequently or yourarely click on links on an old high school classmate’s profile, their news updates will appear in your newsfeed less frequently than someone youmight interact with everyday, such as your sister or best friend.This actually impacts the return of your page in the search, too.Do you frequently interact with the person or page?Have your friends been interacting with the person or page’s status?
  • 30. Affinity Affinity is the user’s relationship with the items creator. http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 15Affinity is dependent on a users relationship with an object in the news feed. For example, if you don’t interact with a page very frequently or yourarely click on links on an old high school classmate’s profile, their news updates will appear in your newsfeed less frequently than someone youmight interact with everyday, such as your sister or best friend.This actually impacts the return of your page in the search, too.Do you frequently interact with the person or page?Have your friends been interacting with the person or page’s status?
  • 31. Affinity Affinity is the user’s relationship with the items creator. >>The more a person comments, likes, or interacts with your posts, then the more likely your update will show up in their News Feed. http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 15Affinity is dependent on a users relationship with an object in the news feed. For example, if you don’t interact with a page very frequently or yourarely click on links on an old high school classmate’s profile, their news updates will appear in your newsfeed less frequently than someone youmight interact with everyday, such as your sister or best friend.This actually impacts the return of your page in the search, too.Do you frequently interact with the person or page?Have your friends been interacting with the person or page’s status?
  • 32. Affinity Affinity is the user’s relationship with the items creator. >>The more a person comments, likes, or interacts with your posts, then the more likely your update will show up in their News Feed. >>The more a person’s friends comment, like or interact with your posts, then the more likely your update will show up in that person’s News Feed. http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 15Affinity is dependent on a users relationship with an object in the news feed. For example, if you don’t interact with a page very frequently or yourarely click on links on an old high school classmate’s profile, their news updates will appear in your newsfeed less frequently than someone youmight interact with everyday, such as your sister or best friend.This actually impacts the return of your page in the search, too.Do you frequently interact with the person or page?Have your friends been interacting with the person or page’s status?
  • 33. Monday, September 17, 12 16
  • 34. So how do you increase your affinity?Monday, September 17, 12 16
  • 35. Monday, September 17, 12 17Use Facebook as Page to change the viewpoint of your posts.
  • 36. Use Facebook as your pageMonday, September 17, 12 17Use Facebook as Page to change the viewpoint of your posts.
  • 37. Use Facebook as your pageMonday, September 17, 12 17Use Facebook as Page to change the viewpoint of your posts.
  • 38. Monday, September 17, 12 18Use Facebook as Page to change the viewpoint of your posts.
  • 39. Use Facebook as your pageMonday, September 17, 12 18Use Facebook as Page to change the viewpoint of your posts.
  • 40. Use Facebook as your pageMonday, September 17, 12 18Use Facebook as Page to change the viewpoint of your posts.
  • 41. Monday, September 17, 12 19Use Facebook as Page to change the viewpoint of your posts.
  • 42. Use Facebook as your pageMonday, September 17, 12 19Use Facebook as Page to change the viewpoint of your posts.
  • 43. Use Facebook as your pageMonday, September 17, 12 19Use Facebook as Page to change the viewpoint of your posts.
  • 44. Use Facebook as your pageMonday, September 17, 12 19Use Facebook as Page to change the viewpoint of your posts.
  • 45. Monday, September 17, 12 20Use the @symbol to tag and link to other pages. Pages can’t tag other people. Pages can onlytag other pages. However, depending on your page’s settings, your fans can tag themselvesin the photo, which extends its reach. As your sharing these images, your creating a path fornew fans to follow. Showcases how your school operates.
  • 46. Tag pages in your postsMonday, September 17, 12 20Use the @symbol to tag and link to other pages. Pages can’t tag other people. Pages can onlytag other pages. However, depending on your page’s settings, your fans can tag themselvesin the photo, which extends its reach. As your sharing these images, your creating a path fornew fans to follow. Showcases how your school operates.
  • 47. Tag pages in your postsMonday, September 17, 12 20Use the @symbol to tag and link to other pages. Pages can’t tag other people. Pages can onlytag other pages. However, depending on your page’s settings, your fans can tag themselvesin the photo, which extends its reach. As your sharing these images, your creating a path fornew fans to follow. Showcases how your school operates.
  • 48. Tag pages in your postsMonday, September 17, 12 20Use the @symbol to tag and link to other pages. Pages can’t tag other people. Pages can onlytag other pages. However, depending on your page’s settings, your fans can tag themselvesin the photo, which extends its reach. As your sharing these images, your creating a path fornew fans to follow. Showcases how your school operates.
  • 49. Monday, September 17, 12 21Create an album as you navigate as your page.
  • 50. Create an albumMonday, September 17, 12 21Create an album as you navigate as your page.
  • 51. Create an albumMonday, September 17, 12 21Create an album as you navigate as your page.
  • 52. Monday, September 17, 12 22
  • 53. Create an albumMonday, September 17, 12 22
  • 54. Create an albumMonday, September 17, 12 22
  • 55. Create an albumMonday, September 17, 12 22
  • 56. Monday, September 17, 12 23only photos posted by the admin display in top baroption to hide photosability to unhide photos as well: Select the "Edit Page" button from the top-right of your Page, and then select the "ProfilePicture" tab. From there, you can select the "Unhide All" button that appears next to "Row of photos at top of profile."
  • 57. Keep it simple: Ask for a responseMonday, September 17, 12 23only photos posted by the admin display in top baroption to hide photosability to unhide photos as well: Select the "Edit Page" button from the top-right of your Page, and then select the "ProfilePicture" tab. From there, you can select the "Unhide All" button that appears next to "Row of photos at top of profile."
  • 58. Keep it simple: Ask for a responseMonday, September 17, 12 23only photos posted by the admin display in top baroption to hide photosability to unhide photos as well: Select the "Edit Page" button from the top-right of your Page, and then select the "ProfilePicture" tab. From there, you can select the "Unhide All" button that appears next to "Row of photos at top of profile."
  • 59. Monday, September 17, 12 24Great concept: How about: Fill in the blank: My favorite place on campus is... My favoriteteacher is... The best thing I learned at X is...
  • 60. Ask for a one-word answerMonday, September 17, 12 24Great concept: How about: Fill in the blank: My favorite place on campus is... My favoriteteacher is... The best thing I learned at X is...
  • 61. Monday, September 17, 12 25Consider your choices here. Typically only three options show up before the “Read more” link.Also, take a look at the answers and question. Without clicking through to the question page,your fans can only quickly read parts of the text.
  • 62. Use Facebook QuestionsMonday, September 17, 12 25Consider your choices here. Typically only three options show up before the “Read more” link.Also, take a look at the answers and question. Without clicking through to the question page,your fans can only quickly read parts of the text.
  • 63. Use Facebook QuestionsMonday, September 17, 12 25Consider your choices here. Typically only three options show up before the “Read more” link.Also, take a look at the answers and question. Without clicking through to the question page,your fans can only quickly read parts of the text.
  • 64. Use Facebook QuestionsMonday, September 17, 12 25Consider your choices here. Typically only three options show up before the “Read more” link.Also, take a look at the answers and question. Without clicking through to the question page,your fans can only quickly read parts of the text.
  • 65. Monday, September 17, 12 26Once a person comments on your status, you, as a page, can respond directly to that personto notify them that you are talking about them.
  • 66. Interact directly with fansMonday, September 17, 12 26Once a person comments on your status, you, as a page, can respond directly to that personto notify them that you are talking about them.
  • 67. Interact directly with fansMonday, September 17, 12 26Once a person comments on your status, you, as a page, can respond directly to that personto notify them that you are talking about them.
  • 68. Monday, September 17, 12 27What will be shared, watched and “engaged” with more?
  • 69. So what kind of content has more weight?Monday, September 17, 12 27What will be shared, watched and “engaged” with more?
  • 70. http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 28Weight is determined by the type of object, such as a photo/video/link/etc.If a fan views a video (especially a video uploaded directly to Facebook, then the object willreceive a bigger weight than if the post is simply a link.
  • 71. Weight http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 28Weight is determined by the type of object, such as a photo/video/link/etc.If a fan views a video (especially a video uploaded directly to Facebook, then the object willreceive a bigger weight than if the post is simply a link.
  • 72. Weight Weight combines what type of object and what type of interactions it’s receiving. http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 28Weight is determined by the type of object, such as a photo/video/link/etc.If a fan views a video (especially a video uploaded directly to Facebook, then the object willreceive a bigger weight than if the post is simply a link.
  • 73. Weight Weight combines what type of object and what type of interactions it’s receiving. >>Videos, photos, and links are generally considered to have the highest weight. http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 28Weight is determined by the type of object, such as a photo/video/link/etc.If a fan views a video (especially a video uploaded directly to Facebook, then the object willreceive a bigger weight than if the post is simply a link.
  • 74. Weight Weight combines what type of object and what type of interactions it’s receiving. >>Videos, photos, and links are generally considered to have the highest weight. >>General text updates (with no videos, photos or links) carry the lowest weight. http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 28Weight is determined by the type of object, such as a photo/video/link/etc.If a fan views a video (especially a video uploaded directly to Facebook, then the object willreceive a bigger weight than if the post is simply a link.
  • 75. 3Monday, September 17, 12 29The first Rule of 3 is Facebook EdgeRank:“In short, this algorithm decides what is most important on Facebook for a specific user by taking into account which pages/profiles that userfrequents, the popularity of it, and most importantly, how recent the post is.” It also considers the “weight” of the post, meaning what objects arecorrelated with the post.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30305/How-Timeline-Radically-Changes-Your-Facebook-Marketing-Strategy.aspx#ixzz1l37pDHfo
  • 76. 3 VideosMonday, September 17, 12 29The first Rule of 3 is Facebook EdgeRank:“In short, this algorithm decides what is most important on Facebook for a specific user by taking into account which pages/profiles that userfrequents, the popularity of it, and most importantly, how recent the post is.” It also considers the “weight” of the post, meaning what objects arecorrelated with the post.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30305/How-Timeline-Radically-Changes-Your-Facebook-Marketing-Strategy.aspx#ixzz1l37pDHfo
  • 77. 3 Videos PhotosMonday, September 17, 12 29The first Rule of 3 is Facebook EdgeRank:“In short, this algorithm decides what is most important on Facebook for a specific user by taking into account which pages/profiles that userfrequents, the popularity of it, and most importantly, how recent the post is.” It also considers the “weight” of the post, meaning what objects arecorrelated with the post.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30305/How-Timeline-Radically-Changes-Your-Facebook-Marketing-Strategy.aspx#ixzz1l37pDHfo
  • 78. 3 Videos Photos LinksMonday, September 17, 12 29The first Rule of 3 is Facebook EdgeRank:“In short, this algorithm decides what is most important on Facebook for a specific user by taking into account which pages/profiles that userfrequents, the popularity of it, and most importantly, how recent the post is.” It also considers the “weight” of the post, meaning what objects arecorrelated with the post.Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30305/How-Timeline-Radically-Changes-Your-Facebook-Marketing-Strategy.aspx#ixzz1l37pDHfo
  • 79. Monday, September 17, 12 30The Fessenden School: added the location, maybe could’ve asked a question? Given a clearCTA?
  • 80. Upload to Facebook itselfMonday, September 17, 12 30The Fessenden School: added the location, maybe could’ve asked a question? Given a clearCTA?
  • 81. Upload to Facebook itselfMonday, September 17, 12 30The Fessenden School: added the location, maybe could’ve asked a question? Given a clearCTA?
  • 82. Monday, September 17, 12 31
  • 83. Share the funMonday, September 17, 12 31
  • 84. Share the funMonday, September 17, 12 31
  • 85. Share the funMonday, September 17, 12 31
  • 86. Share the funMonday, September 17, 12 31
  • 87. Monday, September 17, 12 32
  • 88. Subtle hits at the missionMonday, September 17, 12 32
  • 89. Subtle hits at the missionMonday, September 17, 12 32
  • 90. Subtle hits at the missionMonday, September 17, 12 32
  • 91. Subtle hits at the missionMonday, September 17, 12 32
  • 92. Monday, September 17, 12 33
  • 93. Subtle hits at the missionMonday, September 17, 12 33
  • 94. Subtle hits at the missionMonday, September 17, 12 33
  • 95. Subtle hits at the missionMonday, September 17, 12 33
  • 96. Monday, September 17, 12 34
  • 97. Mention the honorableMonday, September 17, 12 34
  • 98. Mention the honorableMonday, September 17, 12 34
  • 99. Mention the honorableMonday, September 17, 12 34
  • 100. 3Monday, September 17, 12 35Because really what you’re trying to do in all of this is generate something shareable; something notable; something “that matters.”Comments carry a heavier weight than Likes, but Likes are stronger than re-shares.
  • 101. 3 CommentMonday, September 17, 12 35Because really what you’re trying to do in all of this is generate something shareable; something notable; something “that matters.”Comments carry a heavier weight than Likes, but Likes are stronger than re-shares.
  • 102. 3 Comment LikeMonday, September 17, 12 35Because really what you’re trying to do in all of this is generate something shareable; something notable; something “that matters.”Comments carry a heavier weight than Likes, but Likes are stronger than re-shares.
  • 103. 3 Comment Like ShareMonday, September 17, 12 35Because really what you’re trying to do in all of this is generate something shareable; something notable; something “that matters.”Comments carry a heavier weight than Likes, but Likes are stronger than re-shares.
  • 104. Monday, September 17, 12 36Clear calls to action!
  • 105. Ask for feedbackMonday, September 17, 12 36Clear calls to action!
  • 106. Monday, September 17, 12 37Give them something shareable
  • 107. Share a statusMonday, September 17, 12 37Give them something shareable
  • 108. Monday, September 17, 12 38Publish=publicCustomize=specify demographicCustomize your caption for the re-post
  • 109. Share a statusMonday, September 17, 12 38Publish=publicCustomize=specify demographicCustomize your caption for the re-post
  • 110. Modify the title Change the captionMonday, September 17, 12 39Modify the title by clicking on itChange the caption by clicking on it.NO EDIT buttons
  • 111. Share a status Modify the title Change the captionMonday, September 17, 12 39Modify the title by clicking on itChange the caption by clicking on it.NO EDIT buttons
  • 112. Type of Content http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 40Type of Content: Is it a video, photo or link? Did you upload a video directly to Facebook? Did you share a photo album in Facebook’s Photos? Didyou re-share someone else’s link?Type of interactions: Do you comment, like or re-share that person or page’s update? Comments tend to hold
  • 113. Type of Type of Content Interaction http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 40Type of Content: Is it a video, photo or link? Did you upload a video directly to Facebook? Did you share a photo album in Facebook’s Photos? Didyou re-share someone else’s link?Type of interactions: Do you comment, like or re-share that person or page’s update? Comments tend to hold
  • 114. Type of Type of Content Interaction Relationship to the object http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 40Type of Content: Is it a video, photo or link? Did you upload a video directly to Facebook? Did you share a photo album in Facebook’s Photos? Didyou re-share someone else’s link?Type of interactions: Do you comment, like or re-share that person or page’s update? Comments tend to hold
  • 115. http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 41The  last  variable  is  Time  Decay,  as  an  object  gets  older,  the  lower  the  value.>>Facebook  is  now  concerned  with  the  relevancy  of  status  updates  in  relaHon  to  the  amount  of  Hme  that  has  passed:  For  example,  if  someone  goes  back  and  comments  on  an  old  photo,  the  weight  of  that  comment  is  less  valuable  than  a  photo  that  you  just  posted.  Facebook  updates  are  more  frequent  and  your  message  is  also  being  pushed  down  in  the  news  feed  a  lot  quicker,  which  means  you  need  to  post  more  frequently.  
  • 116. Time Decay http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 41The  last  variable  is  Time  Decay,  as  an  object  gets  older,  the  lower  the  value.>>Facebook  is  now  concerned  with  the  relevancy  of  status  updates  in  relaHon  to  the  amount  of  Hme  that  has  passed:  For  example,  if  someone  goes  back  and  comments  on  an  old  photo,  the  weight  of  that  comment  is  less  valuable  than  a  photo  that  you  just  posted.  Facebook  updates  are  more  frequent  and  your  message  is  also  being  pushed  down  in  the  news  feed  a  lot  quicker,  which  means  you  need  to  post  more  frequently.  
  • 117. Time Decay The last variable is Time Decay, which considers: as an object gets older, the lower value the post carries. http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 41The  last  variable  is  Time  Decay,  as  an  object  gets  older,  the  lower  the  value.>>Facebook  is  now  concerned  with  the  relevancy  of  status  updates  in  relaHon  to  the  amount  of  Hme  that  has  passed:  For  example,  if  someone  goes  back  and  comments  on  an  old  photo,  the  weight  of  that  comment  is  less  valuable  than  a  photo  that  you  just  posted.  Facebook  updates  are  more  frequent  and  your  message  is  also  being  pushed  down  in  the  news  feed  a  lot  quicker,  which  means  you  need  to  post  more  frequently.  
  • 118. Time Decay The last variable is Time Decay, which considers: as an object gets older, the lower value the post carries. >>Facebook is concerned with the relevancy of status updates in relation to the amount of time that has passed. http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 41The  last  variable  is  Time  Decay,  as  an  object  gets  older,  the  lower  the  value.>>Facebook  is  now  concerned  with  the  relevancy  of  status  updates  in  relaHon  to  the  amount  of  Hme  that  has  passed:  For  example,  if  someone  goes  back  and  comments  on  an  old  photo,  the  weight  of  that  comment  is  less  valuable  than  a  photo  that  you  just  posted.  Facebook  updates  are  more  frequent  and  your  message  is  also  being  pushed  down  in  the  news  feed  a  lot  quicker,  which  means  you  need  to  post  more  frequently.  
  • 119. Time Decay The last variable is Time Decay, which considers: as an object gets older, the lower value the post carries. >>Facebook is concerned with the relevancy of status updates in relation to the amount of time that has passed. >>Fresh & frequent content are heavy players in whether your message is being seen. http://www.6smarketing.com/facebook-edgerank-algorithm/Monday, September 17, 12 41The  last  variable  is  Time  Decay,  as  an  object  gets  older,  the  lower  the  value.>>Facebook  is  now  concerned  with  the  relevancy  of  status  updates  in  relaHon  to  the  amount  of  Hme  that  has  passed:  For  example,  if  someone  goes  back  and  comments  on  an  old  photo,  the  weight  of  that  comment  is  less  valuable  than  a  photo  that  you  just  posted.  Facebook  updates  are  more  frequent  and  your  message  is  also  being  pushed  down  in  the  news  feed  a  lot  quicker,  which  means  you  need  to  post  more  frequently.  
  • 120. Posting frequency 3 http://blog.involver.com/2011/10/25/facebook-edgerank-and-graphrank-explained/Monday, September 17, 12 42Source:  hLp://blog.hubspot.com/blog/tabid/6307/bid/24507/Shelf-­‐Life-­‐of-­‐Social-­‐Media-­‐Links-­‐Only-­‐3-­‐Hours-­‐Data.aspx#ixzz1hx0QmpE5By  calculaHng  what  bitly  is  calling  the  links  half  life  (the  Hme  it  takes  a  link  to  receive  half  the  clicks  it  will  ever  receive  a^er  it’s  reached  its  peak),  bitly  evaluated  the  persistence  of  1,000  popular  bitly  links,  and  found  some  strikingly  similar  results.The  mean  half  life  of  a  link  on  Facebook  is  3.2  hours.The  mean  half  life  of  a  link  on  TwiLer  is  2.8  hours.
  • 121. Posting frequency 3 Times per day http://blog.involver.com/2011/10/25/facebook-edgerank-and-graphrank-explained/Monday, September 17, 12 42Source:  hLp://blog.hubspot.com/blog/tabid/6307/bid/24507/Shelf-­‐Life-­‐of-­‐Social-­‐Media-­‐Links-­‐Only-­‐3-­‐Hours-­‐Data.aspx#ixzz1hx0QmpE5By  calculaHng  what  bitly  is  calling  the  links  half  life  (the  Hme  it  takes  a  link  to  receive  half  the  clicks  it  will  ever  receive  a^er  it’s  reached  its  peak),  bitly  evaluated  the  persistence  of  1,000  popular  bitly  links,  and  found  some  strikingly  similar  results.The  mean  half  life  of  a  link  on  Facebook  is  3.2  hours.The  mean  half  life  of  a  link  on  TwiLer  is  2.8  hours.
  • 122. Posting frequency 3 Times per day Hours of “half-life” http://blog.involver.com/2011/10/25/facebook-edgerank-and-graphrank-explained/Monday, September 17, 12 42Source:  hLp://blog.hubspot.com/blog/tabid/6307/bid/24507/Shelf-­‐Life-­‐of-­‐Social-­‐Media-­‐Links-­‐Only-­‐3-­‐Hours-­‐Data.aspx#ixzz1hx0QmpE5By  calculaHng  what  bitly  is  calling  the  links  half  life  (the  Hme  it  takes  a  link  to  receive  half  the  clicks  it  will  ever  receive  a^er  it’s  reached  its  peak),  bitly  evaluated  the  persistence  of  1,000  popular  bitly  links,  and  found  some  strikingly  similar  results.The  mean  half  life  of  a  link  on  Facebook  is  3.2  hours.The  mean  half  life  of  a  link  on  TwiLer  is  2.8  hours.
  • 123. Posting frequency 3 Times per day Hours of “half-life” Different times of day http://blog.involver.com/2011/10/25/facebook-edgerank-and-graphrank-explained/Monday, September 17, 12 42Source:  hLp://blog.hubspot.com/blog/tabid/6307/bid/24507/Shelf-­‐Life-­‐of-­‐Social-­‐Media-­‐Links-­‐Only-­‐3-­‐Hours-­‐Data.aspx#ixzz1hx0QmpE5By  calculaHng  what  bitly  is  calling  the  links  half  life  (the  Hme  it  takes  a  link  to  receive  half  the  clicks  it  will  ever  receive  a^er  it’s  reached  its  peak),  bitly  evaluated  the  persistence  of  1,000  popular  bitly  links,  and  found  some  strikingly  similar  results.The  mean  half  life  of  a  link  on  Facebook  is  3.2  hours.The  mean  half  life  of  a  link  on  TwiLer  is  2.8  hours.
  • 124. Monday, September 17, 12 43For the love of HubSpot. Bit.ly
  • 125. Best time to postMonday, September 17, 12 43For the love of HubSpot. Bit.ly
  • 126. Monday, September 17, 12 44What will be shared, watched and “engaged” with more?
  • 127. By calculating what bit.ly is calling the links half life (the time it takes a link to receive half the clicks it will ever receive after it’s reached its peak), bit.ly evaluated the persistence of 1,000 popular bit.ly links, and found some strikingly similar results. The mean half life of a link on Facebook is 3.2 hours.Monday, September 17, 12 44What will be shared, watched and “engaged” with more?
  • 128. http://www.convergeconsulting.org/wp-content/uploads/2011/11/How-Facebooks-Changes- Affect-You-higher-education-marketing.pdfMonday, September 17, 12 45
  • 129. Schedule out posts to make the best use of time http://www.convergeconsulting.org/wp-content/uploads/2011/11/How-Facebooks-Changes- Affect-You-higher-education-marketing.pdfMonday, September 17, 12 45
  • 130. Schedule out posts to make the best use of time http://www.convergeconsulting.org/wp-content/uploads/2011/11/How-Facebooks-Changes- Affect-You-higher-education-marketing.pdfMonday, September 17, 12 45
  • 131. Schedule out posts to make the best use of time http://www.convergeconsulting.org/wp-content/uploads/2011/11/How-Facebooks-Changes- Affect-You-higher-education-marketing.pdfMonday, September 17, 12 45
  • 132. Monday, September 17, 12 46Third party applications are finding it more difficult to play nicely with Facebook. Lessoptimized, lower edgerank scores
  • 133. Avoid 3rd-party applicationsMonday, September 17, 12 46Third party applications are finding it more difficult to play nicely with Facebook. Lessoptimized, lower edgerank scores
  • 134. Avoid 3rd-party applicationsMonday, September 17, 12 46Third party applications are finding it more difficult to play nicely with Facebook. Lessoptimized, lower edgerank scores
  • 135. Monday, September 17, 12 47
  • 136. 3rd-party applicationsMonday, September 17, 12 47
  • 137. 3rd-party applicationsMonday, September 17, 12 47
  • 138. Monday, September 17, 12 48
  • 139. Scheduling PostsMonday, September 17, 12 48
  • 140. Scheduling PostsMonday, September 17, 12 48
  • 141. Scheduling PostsMonday, September 17, 12 48
  • 142. Scheduling PostsMonday, September 17, 12 48
  • 143. Monday, September 17, 12 49
  • 144. Tools of the tradeMonday, September 17, 12 49
  • 145. Tools of the tradeMonday, September 17, 12 49
  • 146. Tools of the tradeMonday, September 17, 12 49
  • 147. Tools of the tradeMonday, September 17, 12 49
  • 148. Monday, September 17, 12 50Can we take few notes from HigherEd?Sources: Inigral & Mashablehttp://mashable.com/2012/09/10/10-schools-that-tweet-and-like-more-than-you/
  • 149. So what can the admissions office do?Monday, September 17, 12 50Can we take few notes from HigherEd?Sources: Inigral & Mashablehttp://mashable.com/2012/09/10/10-schools-that-tweet-and-like-more-than-you/
  • 150. So what can the admissions office do?Monday, September 17, 12 50Can we take few notes from HigherEd?Sources: Inigral & Mashablehttp://mashable.com/2012/09/10/10-schools-that-tweet-and-like-more-than-you/
  • 151. So what can the admissions office do?Monday, September 17, 12 50Can we take few notes from HigherEd?Sources: Inigral & Mashablehttp://mashable.com/2012/09/10/10-schools-that-tweet-and-like-more-than-you/
  • 152. So what can the admissions office do?Monday, September 17, 12 50Can we take few notes from HigherEd?Sources: Inigral & Mashablehttp://mashable.com/2012/09/10/10-schools-that-tweet-and-like-more-than-you/
  • 153. So what can the admissions office do?Monday, September 17, 12 50Can we take few notes from HigherEd?Sources: Inigral & Mashablehttp://mashable.com/2012/09/10/10-schools-that-tweet-and-like-more-than-you/
  • 154. Monday, September 17, 12 515) From Rick Newberry’s blog, where he talks about Word of Mouth Marketing in Schools,among many other great topics, including social media.Be remarkable source: HubSpot.
  • 155. Summary?Monday, September 17, 12 515) From Rick Newberry’s blog, where he talks about Word of Mouth Marketing in Schools,among many other great topics, including social media.Be remarkable source: HubSpot.
  • 156. Summary? Show your schools storyMonday, September 17, 12 515) From Rick Newberry’s blog, where he talks about Word of Mouth Marketing in Schools,among many other great topics, including social media.Be remarkable source: HubSpot.
  • 157. Summary? Show your schools storyMonday, September 17, 12 515) From Rick Newberry’s blog, where he talks about Word of Mouth Marketing in Schools,among many other great topics, including social media.Be remarkable source: HubSpot.
  • 158. Summary? Show your schools storyMonday, September 17, 12 515) From Rick Newberry’s blog, where he talks about Word of Mouth Marketing in Schools,among many other great topics, including social media.Be remarkable source: HubSpot.
  • 159. Edge Rank Madeline  (Senkosky)  Riley,  Community  Manager www.edSocialMedia.com @madelinesen  //  @edsocialmediaMonday, September 17, 12 52