By: Garin Kilpatrick
The image above depicts the three factors that are involved in the Facebook EdgeRank, which determines which posts get seen on Facebook.
The three elements of the EdgeRank algorithm are:
- “Affinity” Affinity measures the one-way relationship that a fan has with a Facebook Brand Page they have “liked.”
- “Weight” Weight measures how much interaction/engagement a current Facebook post is receiving.
- “Decay” The longer a post has been up the more a post decays and less likely to be seen.
Affinity is the frequency that a user engages with the content of a page.
Weight is a ratio between the number of people who have engaged with a page and the total number of people who have seen that post.
Weight is determined by shares, likes, and comments.
Decay accelerates as a post is pushed down the news feed by new posts from others.
If you improve the size of your network and the frequency that they engage with your content you will simultaneously be improving your Facebook EdgeRank.
The following 10 Facebook EdgeRank Tips will help you improve the affinity of fans to your brand, and the weight and decay of your posts!
Improving the Affinity of Your Fans to Your Brand
1. Create and Share Awesome Content
The sharper your content is the stronger your Facebook EdgeRank will be.
The more frequently you post the more acute your sense of what people like will become.
As long as you are sharing great stuff it is cool to post often, and the more often you post the less decay your most recent post will have.
2. Get More People to Like Your Facebook Page
With a bigger audience it is easier to get engagement on your content.
The more engagement (shares, likes and comments) your posts get the better your EdgeRank “weight” score will be.
If you want to explore this topic further I recommend you check out this article I wrote with 50 tips for getting more Facebook fan page likes.
3. Take The Time to Respond To Messages
Optimizing the Weight of Your Facebook Posts
4. Post Visual Content
Facebook is a very visual network, and is the worlds largest photo sharing service.
Capitalize on the visual nature of Facebook by posting photos and graphics. The most shared and liked posts I have ever made combined cool graphics and text.
5. Post Great Quotes
Smart quotes consistently capture plenty of likes.
I can’t remember the last time I struck out with a good quote.
6. Keep it Short and Sweet
Pack as much punch into your posts as possible.
Pictures are a powerful way to pack plenty of punch with your posts.
7. Tag Other People and Pages
Some people will “Like” a post every time you tag them in it.
Whenever you tag someone the post you made will post to their wall as well so the post you make will have a greater reach and will have more weight.
Decreasing the Decay of Your Posts
8. Schedule Your Posts
Facebook pages now have the ability to schedule posts in advance.
For maximum Facebook engagement schedule your posts from within Facebook.
Scheduling posts from a third party app like Hootsuite will get you slightly less engagement but will increase your efficiency as you can post to several pages and groups at once. With Hootsuite you can also simultaneously post to other networks like Twitter and LinkedIn.
9. Post on Weekends
If you increase the frequency of the high quality posts you make by posting on weekends this can help keep your brand fresh in the mind of your fans and this will hedge against the decaying of your content.
By posting light hearted content on the weekends you help humanize your brand and deepen the connection between you and your community.
Just be careful about drinking and posting on Facebook! Take the precaution of making sure to log out of your Facebook account if drunk people are around you. Don’t let drunk people ruin your reputation.
10. Post at Strategic Times
Based on the thousands of Facebook posts I have made I have found that the three best times for posting content are: First thing in the morning (6-8am), Before Lunch (11am-1pm) and after work (5-8pm). This strategy keeps content in the news feed throughout the page but every audience is different and a different strategy might work better for your page.
Facebook’s new Insights dashboard can help.
With Facebook’s new Insights dashboard you can determine when most of your fans are online.
Simply click on the “posts” tab to see the times your fans are online for each day of the week.
The image below shows when fans are online for my page Epic Inspirational Quotes.
Pay attention to the times you post and the engagement because every network is different and your network might be more responsive at different times.
Another timing strategy is to post helpful and motivational resources earlier in the week and more light-hearted and fun posts later in the week (Friday) and on weekends.
Don’t let posting at the perfect time prevent you from making cool posts.
Generally speaking, the more you post awesome content the more Facebook EdgeRank will improve!
How to Get an Even Sharper Edge With Facebook Marketing
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Leave a comment below and let us know what you think of these Facebook EdgeRank tips!