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Content Marketing Strategies Conference: Bill Flitter How to Leverage Facebook's Newsfeed Algorithm

The 2011 Content Marketing Strategies Conference ( had some amazing speakers and lively conversation. This is one great example. Continue the conversation at

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Content Marketing Strategies Conference: Bill Flitter How to Leverage Facebook's Newsfeed Algorithm

  1. 1. How to Leverage Facebook's Newsfeed Algorithmby: Bill Flitter CEO/<br />
  2. 2. Agenda<br />1.<br /> Dissecting EdgeRank<br />2.<br />Secrets to Improve Your EdgeRank<br />
  3. 3. 1.<br />Dissecting EdgeRank<br />Should We Even Care? <br />
  4. 4. 1.<br />Dissecting EdgeRank<br />600M Facebook Users<br /><ul><li>Clicks ‘Like’ Button 9x/Month
  5. 5. Writes 25 Comments/Month
  6. 6. Fans 2 Pages/Month
  7. 7. Is a Member of 12 Groups
  8. 8. Spends 55 Minutes/Day</li></li></ul><li>1.<br />Dissecting EdgeRank<br />What is EdgeRank? <br />
  9. 9. 1.<br />Dissecting EdgeRank<br />EdgeRank is to Facebook as PageRank is to Google <br />
  10. 10. 1.<br />Dissecting EdgeRank<br />EdgeRank scores each and every piece of content in your News Feed<br />
  11. 11. 1.<br />Dissecting EdgeRank<br />High EdgeRank= visibility Low EdgeRank= darkness<br />
  12. 12. 1.<br />Dissecting EdgeRank<br />EdgeRank Formula<br /><ul><li>Affinity:how often a fan views/interacts with your page & vice versa
  13. 13. Weight:total ‘likes’ + comments
  14. 14. Timeliness:more recent a post, higher it ranks</li></li></ul><li>1.<br />Dissecting EdgeRank<br />2 Flavors of the News Feed<br /><ul><li>Top News:the most interesting content posted by friends (default view)
  15. 15. Most Recent:sometimes referred to as the ‘live feed.’ actions of your friends in real-time</li></li></ul><li>1.<br />Dissecting EdgeRank<br />Top News: 60% or 400M members see this view <br />
  16. 16. 1.<br />Dissecting EdgeRank<br />Most Recent (live feed): 98% of updates appear in this view <br />
  17. 17. 1.<br />Dissecting EdgeRank<br />Most Recent (live feed): Default setting in Facebook Mobile used by 200M members <br />
  18. 18. 1.<br />Dissecting EdgeRank<br />Facebook Mobile users are twice as active as website users <br />
  19. 19. 1.<br />Dissecting EdgeRank<br />Facebook Groups: Updates don’t appear in Most Recent or Top News Feeds<br />
  20. 20. 1.<br />Dissecting EdgeRank<br />The Older the Wiser: Established pages hold more weight than newly created pages<br />
  21. 21. Agenda<br />1.<br /> Dissecting EdgeRank<br />2.<br />Secrets to Improve Your EdgeRank<br />
  22. 22. 2.<br />Secrets to Improve EdgeRank<br />How does your content get visibility on Facebook?<br />
  23. 23. 2.<br />Secrets to Improve EdgeRank<br />ERO is the new SEO <br />
  24. 24. 2.<br />Secrets to Improve EdgeRank<br />Maximum Exposure: Brands should create a Page (vs. a Group) to maximize visibility in News Feed<br />
  25. 25. 2.<br />Secrets to Improve EdgeRank<br />Engage with Fans<br /><ul><li>The more you are engaged, the higher the EdgeRank
  26. 26. Follow your fans’ friends
  27. 27. Tag people in posts and photos using ‘@’ sign before the person’s name or business - name drop</li></li></ul><li>2.<br />Secrets to Improve EdgeRank<br />They like me, they like me not…Add the ‘Like’ button to your website to pick up more fans <br />
  28. 28. 2.<br />Secrets to Improve EdgeRank<br />Roll out the Red Carpet… Customize the welcome page and try to convert users to ‘likers’ <br />
  29. 29. 2.<br />Secrets to Improve EdgeRank<br />Post Ideas<br /><ul><li>Start a post with a question
  30. 30. Try “fill in the ____” posts
  31. 31. Ask for comments and likes</li></li></ul><li>2.<br />Secrets to Improve EdgeRank<br />The Daily Beast ExperimentOne month experiment with Facebook’s News Feed <br />
  32. 32. 2.<br />Secrets to Improve EdgeRank<br />Findings: Having friends who stalk you WILL help your popularityAction: Promote your Facebook page outside of Facebook to bring attention to your content inside Facebook<br />
  33. 33. 2.<br />Secrets to Improve EdgeRank<br />Findings: Comments increase<br />visibility within friend’s feedAction: Encourage comments - start posts with questions, try fill-in-the blank statements, create compelling content<br />
  34. 34. 2.<br />Secrets to Improve EdgeRank<br />Findings: Links trump status updatesAction: Auto-distribute your blog posts or, curate relevant content - become a publisher and an editor<br />
  35. 35. 2.<br />Secrets to Improve EdgeRank<br />Summary <br /><ul><li>Promote your Facebook Page outside of Facebook
  36. 36. Encourage comments
  37. 37. Schedule content regularly</li></li></ul><li>2.<br />Secrets to Improve EdgeRank<br />Vitrue Research Reviewed 32,000 Posts viewed by 40M Facebook Fans over 3 Months<br />
  38. 38. 2.<br />Secrets to Improve EdgeRank<br />A Picture is Worth a Thousand Words:Post with photos receive highest weight and engagement (22% more engagement than video) followed by videos, links, status updates<br />
  39. 39. 2.<br />Secrets to Improve EdgeRank<br />Early Bird… Content posted before noon gets 65% more engagement than posts after noon <br />
  40. 40. 2.<br />Secrets to Improve EdgeRank<br />TGIF… Friday posts generate the most engagement while Saturday and Sunday posts have the least engagement (Monday & Tuesday are only slightly behind Friday in terms of engagement) <br />
  41. 41. 2.<br />Secrets to Improve EdgeRank<br />Summary <br /><ul><li>Create Pages (vs. Groups)
  42. 42. Participate with Fans
  43. 43. Schedule posts with photos on Friday before Noon</li></li></ul><li>2.<br />Secrets to Improve EdgeRank<br />Time will tell… Only thing that is constant is change <br />
  44. 44. A.<br /> Appendix<br />Sources: <br /><ul><li>Mashable Facebook Factbook
  45. 45. Virtue - Anatomy of Facebook Post whitepapger’s-data-behind-effective-social-media-marketing/
  46. 46. The Daily Beast
  47. 47. Mari Smith - Tools to Measure EdgeRank
  48. 48. Social Media Biz - How Facebook News Feed Works</li>