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Facebook Edgerank

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Internal presentation at Swipp about the facebook edgerank

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Facebook Edgerank

  1. 1. facebook edgerank or: the perfect facebook post
  2. 2. sort: top stories sort: most recent
  3. 3. according to facebook 95% of the facebook users only use the top news. and they just show the posts which facebook decides, are important for the user.
  4. 4. how does facebook know, what is important for me?
  5. 5. how does facebook know, what is important for me? the edgerank.
  6. 6. „edgerank is the algorithm that facebook uses to determine what articles should be displayed in a user‘s news feed.“ wikipedia
  7. 7. ue x we x de ∑
  8. 8. ue x we x de  affinity relationship between user brand. the more Interaction, the better. ∑
  9. 9. ue x we x de  affinity relationship between user brand. the more Interaction, the better.  weight each type of interaction (comment, picture) has its own value. ∑
  10. 10. ue x we x de  affinity relationship between user brand. the more Interaction, the better.  weight each type of interaction (comment, picture) has its own value.  decay describes, how old a post is. the older it is, the less valuable it is. ∑
  11. 11. 96% of fans don't come back to a page we need to post good content frequently, to appear in the news stream
  12. 12. how can we optimize posts for more user engagement?
  13. 13. how can we optimize posts for more user engagement? time, type, frequency, content.
  14. 14. time at what times should we post? according to data and users, we should post the first article between 9am and 10am and a second one between 5pm and 9pm. important: brands that post outside business hours, have 20% higher engagement rate on facebook (twitter is different). sunday is an important day.
  15. 15. type What type of posting get the best reach and engagement? each type of content carries different „weight“ within the edgerank algorithm and some types generate more user action (each click on a video or picture increases the edgerank even more) the perfect post includes: a nice picture (square, no logos) or a video, a short text (ask a question!) a (shorten) link (must appear in the first 90 characters)
  16. 16.    280% photoalbums get around 180% more engagement than a plain post  220% a post with a picture gets around 120% more engagement than a plain post  200% a video gets get around 100% more engagement, than a plain post  160% 60% more likes, comments and shares for posts betweet 90 an 259 characters, than over 250 characters  190% Asking people opinion-driven questions will bring in 90% more engagement, than a normal post
  17. 17. Frequency How often should we post? We don‘t want to recieve many negative feedbacks or dislikes. we post max 2 times a day, 2 hours min. between each post.
  18. 18. Content What kind of content should we post? we follow the 80/20 rule. we talk about our brand or its promotions only 1 time every 5 posts. we post blog articles, relevant to your fans (own blog posts or others on the web) and topics around our brand.
  19. 19. that's it thank you

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