I hope your colleges years are better than mine…

Brad J WardCEO – BlueFuego (www.bluefuego.com)

BlueFuego provides colleges and universities the help they need to effectively utilize web-based tools for admissions, marketing, yielding and more.

Brad’s Study:

• Looked at 244,738 posts across higher-ed Facebook pages (2010)

• Removed any page with less than 300 fans

• Removed any page that didn’t post at least 5 posts per month

• Calculated “engagement”

What did BlueFuego find?

• 10 most engaging pages averaged 14.8 updates per month

• 10 least engaging pages in the nation averaged 57.8 updates per month

Less = More

How’d they figure “engagement”?

But didn’t Facebook just change its News-Feed algorith?

EdgeRank• Meet Trent

EdgeRank• Trent’s Edges

An “edge” is any form of interaction a user may incur with the use of an object similar to the primary action of object wherein Facebook contacts can share, like, or comment.

EdgeRank

• Understand: Your News Feed ≠ news• News Feed = chart of relevant Edges

based on your connections with users and apps

Confused? It gets worse…

EdgeRank

3 parts to a user’s EdgeRank

1. Affinity Score2. Weight Score3. Recency Score

EdgeRank1. Affinity (Ue)• The “score” between the edge creator

and viewing user. The more you interact/view a friends updates, photos, apps, et. All – the hire the affinity score.

• This is a one-way score. Just because you’re FB stalking her, doesn’t mean you’re showing up in her feed.

EdgeRank2. Weight (We)• This depends on the certain edges the

with which the user is interacting.• Not all edges are created equally.• Videos, photos, and links are the heaviest

edges.

EdgeRank3. Recency (De)(also known as “Decay”)• The time when an edge is created.• The more recent an edge, the higher

recency score it carries.

EdgeRank• Other Factors

– Posting from 3rd party apps (Hootsuite, TweetDeck) will lower your EdgeRank

– Quality content– Frequency

• Which takes us back to BlueFuego…

Brad’s StudyBlueFuego conducted the study in 2011

Brad’s Study14.8 is still the “Magic Number”Also• 9/10 top schools weren’t in the top 10 in

2010• The top 100 pages decreased posts to

18.9 updates per month (compared to 20.2 in 2010)

• Is this all just a facebook “double rainbow”?