As Facebook Page owners, we need to optimise our content and behaviour to make the best use of Facebook's EdgeRank algorithm. At The Real Adventure, we call this 'News Feed Optimisation' (NFO), but how do we do it? To get in touch with us, just visit http://www.realadventure.co.uk/contact

1. How do we maximise our Reach on Facebook?
Optimising our content for Facebook’s News Feed and EdgeRank Algorithm

2. Firstly, why is it
even necessary to
optimise our
content?
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3. 10%
Well, only
of fans ever revisit a Facebook Page that they ‘like’.
* Social Media Examiner, May ‘12
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4. As such, we need to be visible in their
News Feed. This means that we’re
fighting against posts from their friends,
relationship status updates from their
Sisters, embarrassing photos from
Friday night and posts from
other brands!
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5. If that sounds difficult, that’s because it is! It’s so
difficult that the average branded Facebook Page
only reaches
16% of their audience
with any given post.
* Facebook Timeline Webinar, April ‘12
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6. So, we have to
work with Facebook to
deliver our messages to
as many people as possible
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7. The best way to do that (without
paying for media) is to use what we know
about Facebook’s EdgeRank
algorithm when constructing
our content plans. EdgeRank
is the formula which decides
what you see in your
News Feed
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8. EdgeRank is most simply explained as:
∑uₑwₑdₑ
uₑ - Affinity score between viewing user and content creator
wₑ - Weight for this type of content
dₑ - Time Decay factor based on how recently the content was posted
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9. Being marketeers, we have a name for this process of refining
our posts to fit Facebook’s formula.
We call it...
News Feed
Optimisation!
(Or NFO for short)
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10. So how can we use NFO to our
advantage?
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11. Affinity (uₑ)
- Prompt engagement by giving people a reason to interact
- Talking about what interests our audience and offer them
relevant chat/competitions
- Respond to every question asked, like or comment on every user
post to promote genuine affinity with the brand
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12. Weight (wₑ)
- Vary the type of content you post (photos, videos, links, text-
only), but favour photo posts when in doubt
- Be selective & only post what’s of real value to your fans
- Short posts drive ‘shallow’ engagement in high numbers, so
use longer posts, but only sparingly
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13. Time Decay (dₑ)
- Find out when your fans are online and time your posts
accordingly
- Fridays drive the highest reach on Facebook, when people are
looking for a bit of fun, so be the one to give it to them!
- Topical (not to be confused with ’controversial’) posts work well, as relevant
conversation drives engagement
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14. Appendices
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15. Links to further content
Sam’s post on our blog:
www.realadventure.co.uk/social/news-feed-optimisation-
impact-real-time-facebook-insights
Inside Facebook’s blog post:
www.insidefacebook.com/2011/12/27/edgerank-and-
graph-rank-defined
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16. Get in touch if you’d like to talk!
Sam Beament
Social Media Specialist
sam.beament@realadventure.co.uk
0117 244 0814
@beamo
Dan Limb
Social Media Manager
dan.limb@realadventure.co.uk
0117 244 0803
@dhlimb
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