In the new digital world we live in there is so much data at our fingertips. Gone are the days when you had to call your Mum to find the best lasagne recipe. The answer is just a few taps and clicks away. (P.S. You should still call your Mum, but now you don’t have to ask about recipes!)
Google and the other search engines index and retain so much data, the issue is not if they have the answer, it is a case of which is the best answer. All search engines use multiple calculations in an algorithm to help ensure we find what we are looking for on the first search.
Facebook is no different really. It too uses a series of calculations to again try and show you the most relevant posts and topics in your news feed. They call this algorithm: “Edge Rank”
So, how does it work?
Primarily there are three variables: Affinity (association), Weight, and Time Decay.
- Basically, the closer a user is to you, i.e your brother, sister, etc, the more likely you are to see their story.
- Photos/videos carry more weight than links and links carry more weight than plain text updates.
- Try and use any new features as Facebook seems to place more weight to new features.
- As a post ages it loses value unless it gets interaction.
Right, so what can you do if you are running a Facebook page or campaign to help increase your chances of featuring more frequently in people’s news feeds?
- Keep the posts short
- Be visual, try using video and pictures for things where possible as they will carry more weight than just plain text
- Ask a question
- Try to build engagement by asking more questions to users
- Post daily
- Frequency, consistency and recency is important
- Be relevant, not pushy
- As ever, don’t just post things for the sake of posting them!
If you have any questions that you’d like the answer to or any comments about your experience with Edge Rank please feel free to drop us a line in the comments section below.