The Business of Being Social by Michelle Carvill

Author:Michelle Carvill
Language: eng
Format: epub
ISBN: 9781780591711
Publisher: Crimson Publishing

EdgeRank: the visibility score used by Facebook

A far better measure of how well the Page is performing is the ‘talking about this’ figure, which shows how many people have actually had some form of interaction with the Page over the previous week.

Example: Ford UK

Just over 4% of the people who Like this Page have interacted with it. Overall, only a tiny percentage of people who Like a Page ever go back and visit it again (http://bit.ly/JrecYt).

The vast majority of people and organisations who use Facebook have never heard of EdgeRank, a mathematical algorithm that automatically measures how visible profiles and Pages are on the site.

As so much information is being posted every day by people and organisations all round the world, Facebook has had to institute a policy of filtering what information can be seen in news feeds. If it didn’t, the site would go into overload!

Three key ingredients go into making up a score on EdgeRank.

1) Affinity. This is based on the proximity to or how ‘friendly’ you are with a person or a brand on Facebook. It measures interactions – Likes, Comments, Clicks, Shares or Wall Posts – that users have with your profile or Page. Put simply, this means that you need to engage with the fans of your Page by posting content that will be shared in some way.

2) Edge Weight. This variable decides which pieces of content are more likely than others to appear in news feeds. A strong emphasis is put on photos, videos and links rather than plain, text-only updates. So this is all about posting interesting, engaging content.

3) Recency. Put simply, newer content is more likely to appear than older content. The message here is to post regularly!

Note: You don’t see your EdgeRank score. The only way you can monitor how well your Page is faring on Facebook is to look at your Insights – these will measure how people have been interacting with the content you post.

The key thing is not to get hung up about your EdgeRank score, and to make sure your Page ranks as highly as possible. And we have six easy tips.

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