FACEBOOK’S EDGERANK · ©2010 Buddy Media Inc. Proprietary and Confidential SO WHAT DOES THIS...

FACEBOOK’S EDGERANK:9 SECRET WEAPONS TO ENSURE YOUR STORIES AREIN THE NEWS FEED

AUGUST 2011

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Michael “MJ” JaindlChief Client Officer @ Buddy MediaFACEBOOK: facebook.com/jaindlTWITTER: @jaindl

©2010 Buddy Media Inc. Proprietary and Confidential

AGENDA

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• The Facebook Newsfeed: Top News vs. Most Recent

• What is EdgeRank?

• What Factors Influence the Likelihood that Posts Appear in the Top News Feed?

• Best Practices for Optimal News Feed Visibility


TOP NEWS AND MOST RECENT

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WHAT IS EDGERANK?

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NO REALLY…WHAT IS EDGERANK?

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According to Facebook, EdgeRank “is based on an algorithm [that] uses factors such as how many friends are commenting on a Post to aggregate content that [a person] will find interesting. It displays stories based on their relevance rather than chronological order.”


SO WHAT DOES THIS MEAN?

• Any item that appears within the News Feed – such as a status update or a video – is called an object.

• Any action taken on that object - such as a ‘Like’ or Comment – is called an edge

• The the action of creating an object is also an edge

• Each edge carries a different weight value, as does the type of object it appears on.

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THREE FACTORS TO INFLUENCE EDGERANK

• Affinity• How often do you interact with the post creator?• How many friends do you have in common with the post creator?

• Weight• How many people have interacted with the post? What type of interaction?• What kind of content is included in the post? Photo? Link? Video?

• Time• How timely is the post?

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A PERFECT STORM OF DATA

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AN ANALOGY TO THE RESCUE

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WHERE DOES THE WATER GO?

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BACK TO THE FORMULA

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Affinity, weight, and time?

But……


PACK ON THE POUNDS

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BACK TO THE BUCKET

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SECRET WEAPON #1: ASK QUESTIONS

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©2010 Buddy Media Inc. Proprietary and Confidential 15

322% increase Wall activity from March to April

CASE STUDY:

Strategic community building Ann Taylor

TodayBetween 2k and 5k clicks on promos

Feb Apr Jun


SECRET WEAPON #2: POST GAMES & TRIVIA

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SECRET WEAPON #3:INTERACT WITH FAN ENGAGEMENT

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SECRET WEAPON #4:INCORPORATE WALL SAPPLETS

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SECRET WEAPON #5:INCORPORATE RELEVANT PHOTOS

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SECRET WEAPON #6:RELATE TO CURRENT EVENTS

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CASE STUDY: TIMING IS EVERYTHING

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Friday December 17, 2010 – Misc

Good ContentBa

d Co

ntent

Right Time

Wrong Time

362Engagements


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Sunday December 19, 2010 – Play-by-play

Good ContentBa

d Co

ntent

Right Time

Wrong Time

8254Engagements


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Sunday December 19, 2010 (Eagles v Giants)

17,541 engagement in 9 minutes on 3 posts

October 1 – October 10 (Eagles v Redskins)

16,312 engagement in 7 days on 30 posts

“Give me six hours to chop down a tree and I will spend the first four sharpening the axe”

-Abraham Lincoln


SECRET WEAPON #7:INCORPORATE VIDEOS

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SECRET WEAPON #8:CONTENT FOR TIME SENSITIVE CAMPAIGNS

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SECRET WEAPON #9:INCLUDE LINKS

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QUESTIONS?

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THANK YOU!

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MICHAEL“MJ” JAINDLCHIEF CLIENT OFFICER @ BUDDY MEDIA

FACEBOOK.COM/JAINDLTWITTER: @JAINDLEMAIL: [email protected]

FACEBOOK’S EDGERANK · ©2010 Buddy Media Inc. Proprietary and Confidential SO WHAT DOES THIS...

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