EdgeRank is Facebook's algorithm that determines what gets displayed and how high in the News Feed. It considers affinity (the relationship between a user and page), weight (level of engagement with posts), and time (relevance decays over time). The document provides tips to improve EdgeRank scores like checking your score, nurturing relationships with fans, encouraging engagement through photos and questions, optimizing post timing and frequency, and keeping posts short. Following these steps can help pages get more reach from their posts.

1. Facebook EdgeRank
Getting 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
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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?
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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
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4. What is EdgeRank?
EdgeRank is an algorithm developed by Facebook to govern what
is displayed (and how high) on the News Feed.
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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.
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6. Make EdgeRank Work For You
Use the following steps to improve
your page’s EdgeRank and get the
most out of your posts.
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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
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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.
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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
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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
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11. Step 3: Encourage Engagement
6 Engaging Content Ideas
Ask questions Post photos asking for captions
Post fill-in-the-blanks
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12. Step 3: Encourage Engagement
6 Engaging Content Ideas
Celebrate Today
Talk about topical events
Ask for ‘Likes’
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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.
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14. Why Care About EdgeRank?
REACH: Why the difference?
Now you know!
27,976 Reached 8,662 Reached 6,116 Reached
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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
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16. Facebook EdgeRank
Getting 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
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