Understanding Facebook EdgeRank

7/31/2019 Understanding Facebook EdgeRank

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Facebooks EdgeRankHow to Increase Your Visibility


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About Ondango

Ondango is a beautifully designed shopping system that helps you sell your

products on your Facebook page, by leveraging Facebooks viral features.

Sell your products directly on your Facebook page and

complete the transaction within Facebook.

Engage your fans with fan-only promotions, Daily Deals

and Product discounts.

Increase your reach on the worlds biggest social network

and use viral features to spread the word.

Monetize your Facebook presence through this additional

sales channel & turn fans into customers.

About the Author

Carolin Schlenther is a Social Scientist with Customer

Service experience. She has a Masters in Social Research

Methods and is currently filling the position of Manager

Customer Experience at Ondango.


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Introduction

Setting up an online shop on Facebook is an exciting undertaking. Neverthless,

as opposed to a shop in the brick-and-mortar-world, it is not enough to just open

your doors and get traffic. In the online world you have to entice customers

with something they cannot get anywhere else, and you have to continuously

post and advertise in order to keep your fans engaged and talking about your

shop. In this White Paper we will take a closer look at the basics of the

Facebook EdgeRank algorithm, what it means for your Facebook Page, how to

get sufficient traffic and how to increase your own visibility.

How to improve your Pages visibility.

Understanding Facebooks EdgeRank.


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Understanding Facebooks

EdgeRank

Your Facebook timeline is your direct link to your fans and their news feeds, but

your fans are connected to many other Pages and Profiles on Facebook as well.

Getting updates from every single one of them would create an overwhelming

amount of information. So in order to optimize users news feeds, Facebook

employs an algorithm called EdgeRank, which decides what content is displayed

in news feeds. On average, users see about 16% of all the content generated by

their friends and the Pages they have liked. Understanding how this algorithm

works is therefore fundamental, as posts of Pages with a high EdgeRank will be

more likely to show up in the news feeds of fans.

The exact formula of the EdgeRank algorithm is kept secret by Facebook, but it

is known to be based on three variables:

AFFINITY

The individual relationship between a fan and a brand (How much has a fan

interacted with a brand?)

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WEIGHT

The type of posted item (photos & videos carry more weight than textualupdates) & the type of interactions on that post (comments & shares have a

higher impact on the weight scoring than likes).2

TIME DECAY

The time since the content was posted. The older a post the lower its value.

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Strategies to Improve Your

EdgeRank

So how do you use Facebook EdgeRank to your advantage? Buddy Media, an

award-winning social enterprise software company, has tackled the question of

when and how to post most effectively on Facebook in order to increase traffic

and visibility. More than 30 billion pieces of content [] are shared on Facebook

each month (Buddy Media), so you really want to know how to make your most

important Posts seen AND responded to in this jumble of news feed chatter, and

despite EdgeRank.After having monitored and analysed the Facebook posts of 200 of their clients

over a period of 2 weeks, Buddy Media came up with these results:

KEEP POSTS SHORT AND SWEET.

Posts containing 80 characters or less have a 27% higher engagement rate.

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POST WHEN PEOPLE ARE LISTENING.

Fans go on Facebook after their own work, so brands that post outside of

business hours have 20% higher engagement rates. Post early in the morning or

late at night!

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http://www.buddymedia.com/http://forms.buddymedia.com/rs/buddymedia/images/review-strategies-for-effective-facebook-wall-posts.pdfhttp://forms.buddymedia.com/rs/buddymedia/images/review-strategies-for-effective-facebook-wall-posts.pdfhttp://www.buddymedia.com/


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DETERMINE YOUR BEST DAY TO SHARE CONTENT.

On Thursday and Friday engagement rates are 18% higher than during

other days of the week, but the exact day of high engagement depends on your

industry. Please remember to post from your Page at least once every day, butkeep the days of highest fan engagement for your most important items! So

which industry is yours?

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Entertainment Industry

Media Industry

Retail Industry

Fashion Industry

Healthcare &

Beauty Industry

Food &

Beverage Industry

Travel &

Hospitality Industry

Sports Industry

Your fans are most engaged over the weekend.

Post on Saturday & Sunday, but avoid Monday.

Your fans are most active on Facebook on Sun-

day, but hardly engaged at all on Friday.

Your best day for posts is Thursday, but avoid

Fridays.

You should post on Thursday as engagementrates are by far highest on this day.

Engagement rates peak on Tuesday, Wednesday

& Saturday for this industry.

Avoid posting at the weekend or on Wednesday.

Choose Thursday & Friday instead.

Sunday is your day to post. Engagement rates

for the rest of the week are considerably lower.


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CHOOSE ACTION KEYWORDS.

Fans follow instructions well, so the simpler, the better.4

Drive Likes

Drive Comments

Keywords

Simply and directly ask for it. Outright requests

work most effectively.

Ask straightforward questions & ask for

responses. Post, comment or tell are the

keywords which work best.

The keywords with the highest response as well

as positive comment and like rate are like

and post.

ASK QUESTIONS AT THE END OF POSTS.

In order to get response from your fans to a question, place it at the end

of the post, as those posts have a 15% higher engagement rate. Also watch out

to use easy to answer question words. Where, when, should, and would in

particular, drive the highest engagement rates, while how, who, what, did

and why have the lowest.

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USE SOFTER SELL KEYWORDS FOR PROMOTIONS.

Softer sell keywords like event, winner, offer, new or win resonate

better with fans than aggressive keywords like contest, promotion,

sweepstake or coupon. Buddy Media explains: Win/winning keywords give

fans something to get excited about rather than feeling they are being sold to.

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Conclusion

1. Predominantly post photos, videos, questions and milestones.

2. Post at least once per day.

3. Choose your best day to share important content acording to your industry.

4. Keep updates short and precise.

5. Ask for likes and comments in response to your posts.

Understanding Facebook EdgeRank

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