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Top 5 tips for improving your Facebook EdgeRank


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This agency:2 article provides the top 5 tips for improving your Facebook EdgeRank, the unique algorithm which decides what posts appear when users log on to Facebook.

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Top 5 tips for improving your Facebook EdgeRank

  1. 1. Top 5 Tips for improving your FacebookEdgeRankEver wondered why your brand’s Facebook Page is not receiving as many Likes and comments as youhoped for? It could well be that many of your Fans have not even seen your post due to Facebook’sEdgeRank system. EdgeRank is Facebook’s unique algorithm which decides what posts appear in the‘Top News’ stream, the default Page when you log on to Facebook.Nobody outside Facebook completely understands the unique (and top secret) factors that enable apost to be positioned at the top of the ‘Top News’ results page. It is, however, largely based onthree main factors: affinity, weight and timing. When these factors are combined they have theability to push content to the News Feed’s ‘Top News’ page.EdgeRank, then, challenges brands to produce appealing and engaging content in order to ensurethey are seen above other brands. Here are our Top 5 tips on how to optimise your content so that itwill appear on the ‘Top News’ page: 1. Encourage audience engagementEdgeRank is weighted so that activities that require higher levels of user engagement get a higherscore than those that don’t. So, instead of just aiming for Likes, brands need to get people tocomment on, and share, their content.If brands want increased fan participation they need to provide something that people want toengage with. With social media you are fighting for people’s hard earned attention - brands mustoffer content that is worth their audience’s time. As with all social media it is about having relevantconversations. You must ask questions and not just push out content and hope that people willrespond. It has been proven that posts which include a clear and simple call to action achieve higherengagement levels.So: make your posts fun, timely and engaging and ask your Fans to join in with you (for example,through asking for user generated content, product feedback or running competitions). You’ll besurprised how many will enthusiastically do so. 2. Personalise your brand on FacebookIt’s important to remember that, when it comes to EdgeRank, manual posts have more weight thanposts automated through apps. More than this, your Facebook Page needs to be human andMay 2011 0207 775 5608
  2. 2. personalised. You must develop a relationship with your audience: be ready to thank them for theirreplies and for sharing their opinions with you.Each social platform demands a bespoke tone of voice and content strategy – this is vital when itcomes to engaging with your fans on Facebook. They can tell which posts are automated or thosethat have been written for Twitter (e.g. featuring hashtags) and which have been personalised – andfor this reason auto posts do not produce as much engagement.Efficiency and timesaving is important in the social sphere but when it leads to a decrease inengagement it simply isn’t worth it. Show your fans you care enough to personalise each post andrespond to their queries and opinions. 3. Stand out with rich mediaWith so many brands on Facebook it can be easy for your brand messages to get lost in a sea ofcontent. Videos and photos are a way to ensure that your content stands out – plus, this type of richmedia always performs well on Facebook. People love rich media content – videos and photos aremuch more immediate and, in many instances, more interesting than lengthy text updates whichmeans people are more likely to engage with them. This engagement means that your posts willappear in the ‘Top News’ of your Fans’ News Feed.Depending upon the brand, sometimes text based status updates aren’t engaging enough to pushyour posts into the ‘Top News’ Feed. Videos and photos are more likely to grab people’s attentionand they also seem to be a favoured by the News Feed algorithm, carrying a high weight score thatwill influence EdgeRank.Use these videos to increase engagement. Don’t just push out this content, ask people what theythink and contextualise it with a question. Getting people to comment will then add a highlyweighted interaction score and build affinity with new users. 4. Timing is the keySocial media is all about timing, in all its senses. With the need for brands to publish content thatnaturally creates discussions and that people will have an opinion about, making it timely is crucial.The more time-relevant the post the more effective it will be in engaging people and drawingresponses from them. This could be seen recently in the UK with so many brands citing the RoyalWedding in their posts.Facebook is also a fantastic way to drive promotion of time-sensitive campaigns. If there is a dealbeing run or you want to count down to the close of a competition, Facebook is an ideal platform tosuccessfully engage. As timing and relevancy is so central to the EdgeRank algorithm, posts thatcontain content relating to this kind of promotion will have greater success in appearing in the NewsFeed.Timing in another way is also crucial. You need to understand the best times to post - analyse theresponses on your Page and leverage these insights to post at the best possible time. Knowing theoptimum frequency of these posts is also crucial. You don’t want to overwhelm your fans with toomany posts.May 2011 0207 775 5608
  3. 3. 5. Use the dataBrands need to take advantage of Facebook Insights in order to understand their audience and whatcontent they are interested in. Facebook provides a range of data that will highlight what works andwhat doesn’t. Analyse the average number of comments and Likes for your posts and look out fortrends. These insights can be used to construct a messaging plan that will maximise engagement.It is important to keep a constant eye on what is happening and tweak messages to make sure allcontent is optimised. Use the insights provided to make the most of the topics that consistently dowell – and drop the ones that never perform. It sounds obvious but you’d be amazed by how manybig brands push out the same content that gets little or no engagement.May 2011 0207 775 5608