The document explains Facebook's EdgeRank algorithm, which determines how content appears in user news feeds based on engagement and timing. It highlights strategies for increasing engagement, such as using compelling content, interacting with followers, and leveraging data from Facebook Insights. Additionally, it emphasizes the importance of providing value to fans and testing different posting approaches to enhance visibility and interaction.

1. Mastering Facebook Edgerank
@ANNABELLEBLUE @INTRAPROMOTE

2. What is Edgerank?
Edgerank is the algorithm used
by Facebook to determine which
content shows up in a News Feed
how often, where, and when.
In other words, it determines
everything.

3. Building It Won’t Make Them Come
950 million people use Facebook.
40% of the time people
spend on Facebook is
within their News Feed.
Source: comScore, June 2012

4. Where the Action Happens
Source: Facebook internal data, August, 2012

5. Your Competition
IT’S NOT WHO YOU THINK IT IS

6. Edgerank

8. Organic Placement

9. Organic Placement

10. Organic Placement

11. Organic Placement

12. Seduce Your Audience a Bit
STRATEGIC PLACEMENT OF “ENGAGING” CONTENT
• Use a strong call-to-
action
• ASK your fans to
share, comment, or like a
post
• Gently nudge
participation
• Interact in the
comments, and “like”
comments when you can

13. Get Them to Commit
By placing the “Caption This” post a few days prior to a marketing
message, we manipulate Edgerank and increase the number of
fans and friends of fans who will see the marketing message.
July 10, 2012 July 18, 2012 July 19, 2012

14. Prove You’re Worth It
Fan Exclusives are one of the
most popular reasons people
choose to “like” a brand on
Facebook.

16. Not All Edges Are Equal
PHOTO POSTS ARE 7X MORE ENGAGING THAN STATUS POSTS
Photos
New Features
Status
Videos Links
Updates

17. Not All Responses Are Equal
COMMENTS HAVE 4X WEIGHT OF LIKES
Shares
Comments Likes
Clicks

19. Making the Most of Time
OUTSIDE HOURS
Posts made outside of business hours garner up
to 20% higher response rates
WEEKEND WARRIORS
Posts made on the weekends generate up to
16% more responses from fans
CAPITALIZE ON EMOTION
On-brand posts relating to timely, current news
or events creates a ripple effect.

20. Best Practices
VALUE. VALUE. VALUE.
Fans will continue to engage with you when you
provide them with consistently valuable content.
80% of your posts should NOT be marketing
messages.
COMPETE AGAINST YOURSELF FIRST
Fan Count numbers mean nothing if fans never
want to talk with you.
FEED EGOS
Make your Facebook property about your fans
and the experience your brand or product
provides for them.

21. Best Practices
DATA. DATA. DATA.
Facebook Insights is a free, easily accessible tool
that will tell you almost everything you need to
know about your fan base and of what they are
capable.
1% OF EVERYONE’S JOB
Marketing should not own your social media
channels.
SHED THE FEAR
Test ideas by geo-targeting posts.
Don’t be afraid to try things that may not work.
If you’re transparent, your fans forgive.

22. Don’t Beat It. Impress It.

23. Contact Intrapromote
www.facebook.com/intrapromote
@annabelleblue | @intrapromote
http://www.intrapromote.com/contact/
866.570.1785