A Guide to EdgeRank

EDGE ABOVE THE RESTA quick guide to Facebook EdgeRank

Facebook

— Over 11M active users on Facebook in Australia

— Growth: +6.11% over the last 6 months

— Hours spent: average 7 hours and 19 min

— 68% of Facebook users return daily

— 86% return weekly

— 3 billion photos uploaded every month

— 50 million ‘Likes’ everyday

— More activity on Facebook means more competition for News Feed distribution

The New News

Newsfeed: Summary of recent activity amongst friends on Facebook

Edges: Actions taken by friends aka ‘stories’

EdgeRank: Algorithm to predict how interesting each story will be to each user

EDGERANK

What is EdgeRank?

EdgeRank is the name of the algorithm that Facebook uses to determine what appears in their users’ news feeds.

The algorithm hides boring stories, so if your story doesn't score well, no one will see it.

Why Should You Care?

If your Brand has low EdgeRank objects, then your updates will be seen by less people.

This means that your Facebook marketing budget is less effective than it could be.

How It Works

The algorithm ingredients were revealed at Facebook's 2012 F8 conference:

EdgeRank Affinity Weight Time Decay

Affinity is a one-way relationship between a user and an Edge. It could be understood as how close of a ‘relationship’ a your brand has with a fan

Affinity is built by repeated interactions with a brand’s Edges.

Weight is the value system implemented by Facebook to increase/decrease the value of certain actions within Facebook.

Edges that take the most time to accomplish tend to weigh more.

Time Decay refers to how long the Edge has been alive.

As an Edge ages, the less valuable it becomes.

This helps keep the Newsfeed fresh with interesting and new content, as opposed to lingering old content

Algorithm to predict how interesting each story will be to each individual Facebook user.

= x x

FOUR STEPS TO EDGE ABOVE THE REST

Four Steps

Step 1. Step 2. Step 3. Step 4. OPTIMIZE

Leverage smart data to inform both strategic and creative decisions.

Continue to improve your reach by keeping track of what’s working and what’s not.

PLAN

Not all posts will be seen by all fans.

Consider what content would make a post the most compelling or tell the best story.

ENGAGE

Don’t be boring or inconsistent. Inspire fans with your content.

Keeping content consistently fresh and exciting will result in a higher EdgeRank.

GET THE EDGE

Stay on top of EdgeRank changes and influence.

Try to incorporate objects with high weight scores into all announcements.

Four Steps

Step 1. Step 2. Step 3. Step 4. OPTIMIZE

Optimize smart data to inform both strategic and creative decisions.

Continue to improve your reach by keeping track of what’s working and what’s not.

ADAPT

Adapt to the fast paced changing climate of Facebook

Keeping content fresh and exciting will result in a higher EdgeRank

MAXIMIZE

Maximize your posts to their full potential

Try to incorporate objects with high weight scores into all announcements

Content isn’t guaranteed placement

in the feed.

Red Bull is consistently publishing fantastic posts. They have two regular traits:

1. Inspirational photography. 2. Short, well-written copy.

You should not feel as though you need to follow hard and fast rules to get

around EdgeRank.

Posts with great photography and short

copy perform better than those without photos and

with longer copy.

PLAN

Not all posts will be seen by all fans.

Consider what content would make a post the most compelling or tell the best story.

Four Steps

Step 1. Step 2. Step 3. Step 4.

MAXIMIZE

Maximize your posts to their full potential

Try to incorporate objects with high weight scores into all announcements

Step 1. Step 2. Content must be

diverse, engaging and fresh in order to inspire

engagement and succeed in the feed.

Only 0.2% of eligible stories make it onto a

user’s newsfeed.

Baskin-Robbins has fallen into the habit of posting routine material. Their page is now amongst the fastest decreasing pages on Facebook in terms of ‘Likes’.

PLAN

Not all posts will be seen by all fans.

Consider what content would make a post the most compelling or tell the best story.

ENGAGE

Don’t be boring or inconsistent. Inspire fans with your content.

Keeping content consistently fresh and exciting will result in a higher EdgeRank.

Four Steps

Step 1. Step 2. Step 3. Step 4. OPTIMIZE

Leverage smart data to inform both strategic and creative decisions.

Continue to improve your reach by keeping track of what’s working and what’s not.

PLAN

Not all posts will be seen by all fans.

Consider what content would make a post the most compelling, or tell the best story.

ENGAGE

Don’t be boring or inconsistent. Inspire fans with your content.

Keeping content consistently fresh and exciting will result in a higher EdgeRank.

Smart data = actionable insights.

We’re in a future where marketing is

personalized, targeted, and directly measured.

During the Olympics, Febreze launched a successful publishing strategy around the insight that people don’t like

to talk about bad smells. It was fun, well executed and in the end, got people talking.

GET THE EDGE

Stay on top of EdgeRank changes and influence.

Try to incorporate objects with high weight scores into all announcements.

Four Steps

Step 1. Step 2. Step 3. Step 4. OPTIMIZE

Optimize smart data to inform both strategic and creative decisions.

Continue to improve your reach by keeping track of what’s working and what’s not.

ENGAGE

Not all posts will be seen by all fans.

Consider what content would make a post the most compelling or tell the best story

The more likes and comments your

content receives, the more likely your future content will appear on

Top News feeds.

Disney continues to capitalize on their extensive multimedia library, posting animation footage and visuals daily. They

remain the 2nd largest brand on Facebook in terms of ‘Likes’ and continue to grow exponentially.

INSPIRE

Inspire fans with your content

Keeping content fresh and exciting will result in a higher EdgeRank

The three types of content which are

widely understood to have the highest Edge

Weight are Videos, Images and Links.

Knowing what objects have the heaviest

weighting should alter the way you communicate

with you fans.

GET THE EDGE

Stay on top of EdgeRank changes and influence.

Try to incorporate objects with high weight scores into all announcements.

Four Steps

Step 1. Step 2. Step 3. Step 4. OPTIMIZE

Leverage smart data to inform both strategic and creative decisions.

Continue to improve your reach by keeping track of what’s working and what’s not.

PLAN

Not all posts will be seen by all fans.

Consider what content would make a post the most compelling or tell the best story.

ENGAGE

Don’t be boring or inconsistent. Inspire fans with your content.

Keeping content consistently fresh and exciting will result in a higher EdgeRank.

GET THE EDGE

Stay on top of EdgeRank changes and influence.

Try to incorporate objects with high weight scores into all announcements.

THANK YOUFor more information please email [email protected] or [email protected]

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