Facebook’s Edgerank algorithm has been a hot topic lately, mostly because of the controversy surrounding the introduction of Promoted Posts. This led many people to believe that their usual non-paid-for posts were being hidden from news feeds – that they’re having their arms twisted just to get their updates seen by fans/subscribers.
Facebook’s Promoted Posts option has made many marketers realise that there’s another ranking algorithm to contend with beyond Google, Bing and the traditional search engines.
(If you want to know more about how to rank more highly in search engines, then our 1-day SEO course will teach you!)
Here are the top 5 Things You Need to Know about Facebook Edgerank.
1. Why ‘Edgerank’?
In the world of Facebook, every update is known as an ‘edge’. That includes your status updates, posts from company pages, polls, group discussion tops, photo uploads and events. Edgerank is simply the word for the algorithm that Facebook has developed to decide what to show each person in their news feed.
2. What is its goal?
Edgerank’s main aim is to work out what you want to see in your news feed. The more friends you have, and pages you like, the harder it is for Facebook to know which of these you want to see more of than others. Of course, the user can set preferences in terms of what kind of updates you want to see from each person or page – and you can unsubscribe from some people entirely if you want to – but there’s still a lot vying for your attention.
The Edgerank algorithm looks at your stated preferences, and signals from your behaviour and associations, to decide what to show in your news feed.
3. Isn’t it just the newest information?
Yes, recency is a major factor in determining the Edgerank of an update. It used to be weighted much more heavily than it is now – recent changes mean that older ‘edges’ that have had recent comments may appear above newer edges with no comments.
4. What else is judged?
Facebook looks at which pages/friends you interact with the most, and ranks more of their updates over others. This means you should be careful when sneaking a peek at your ex-partner’s profile every couple of days – you won’t be able to escape them later on!
The content being interacted with is also judged. Facebook may decide that you’re more interested in seeing if a friend’s relationship status changed than if another, closer, friend comments on an old photo.
5. What does this mean for marketers?
As always, it’s all about engagement. The more your regular blog posts entertain and interest your subscribers, the more Edgerank you’ll get when you post something particularly geared towards sales.
Whilst the primary aim of social media marketing is to establish yourself as an industry leader and improve your brand (and if you think otherwise then you should come on our Social Media training), at the end of the day you need that important traffic to your website – and the conversions that follow. You need to put in the ground work with every single Facebook update, making sure it really engages people, in order for subsequent posts to be seen at all.
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