Optimizing Your Facebook Business Page to Beat the Edgerank

In the world of social media marketing, Facebook Edgerank has invited plenty of debate its way. Businesses of all types and sizes have created their page on Facebook as part of their broader Internet Marketing campaign. But many of them find it difficult to leverage this social media network in an optimal way because of their lack of understanding on Facebook Edgerank. Basically, Facebook Edgerank is an algorithm that Facebook uses to manage and determine activity on the network.

 

Facebook Edgerank

Image Credit: infocux Technologies

 

The following section includes additional details on the dynamics of  Facebook Edgerank.

 

Facebook Edgerank: An Insight

 

Facebook Algorithm is an algorithm that accumulates all the Edges. In this respect, an edge refers to absolutely all the activities performed on Facebook. For example, likes, comments, shares, and all other actions on Facebook are referred to as Edges.

 

Following this simple explanation on Edges, it is important to understand what these Edges comprise of. As per Facebook Edgerank principles, an Edge comprises of:

 

  1. Affinity
  2. Time Decay
  3. Weight

 

Affinity Explained

 

As the name indicates, Affinity  refers to the relationship between a Facebook users and an Edge. In the business context, it is the one-way relationship between a fan and his or her favorite business page. This means that businesses involved in social media marketing strive to increase their Affinity with the target audience. This requires users or fans to perform online activities on the Facebook business page, such as like, comment, message, clicks, and so on.

 

Time Decay Explained

 

This terminology is associated with the not-so-eternal nature of Facebook Edgerank. Simply put, Time Decay is a concept that measures the life of an Edge as its value tends to deteriorate over time. Needless to mention, recent activity is more valuable than actions that were done a long time back.

 

Weight Explained

 

In terms of the Facebook Edgerank, the Weight of each online action on the network varies from one another. To put it another way, activity Weight is based on its value while valuable online activity is based on its high level of user involvement. This means that posting comments demands high involvement than that for clicking on like.

 

On the basis of these concepts and measures, Facebook Edgerank establishes the order of appearance and visibility of posts on the News Feed. The objective behind this algorithm is to enhance user experience by filtering business posts to make them appear on or disappear from user News Feed.

 

The Impact of Facebook Edgerank on Business Pages

 

Its a straightforward principle. Facebook Edgerank simply affects the visibility of a brand’s online activity on the News Feed of its target audience.  This means that a Facebook business page that has a low edge rank in terms of affinity, time, or weight will have a low possibility of appearing on the News Feeds of its fans. As one would expect, low ranking and points through Facebook Edgerank greatly reduce the chances for a business page to benefit from its online presence and social media marketing efforts.

 

Although a different issue altogether, Facebook Edgerank is also accused of being an unfavorable algorithm of business pages that are involved in unpaid social media marketing activities on the network. But on the basis of its objective, Facebook Edgerank aims at minimizing spam and increasing the relevance of updates on each user’s stream in terms of the points assigned to its three variables.

 

Considering these details, it would not be wrong to conclude that Facebook Edgerank results in varying challenges for business pages, mostly small businesses with the goal of making money online. Basically, business pages are required to focus on two main areas for improving their user News Feed rank and visibility. The first one is to outperform the ranking that their direct competitors have on the stream of their target audience. On the other hand, business pages also have to engage their audience and fans to increase their interaction with the various Edges.

 

Beat It: Effective Tips to Escape from the Facebook Edgerank Grip

 

Irrespective of the purpose behind Facebook Edgerank, its impact on business pages is that of a lower and restricted outreach to their fans. In most cases, businesses resort to increased investment in online advertising on Facebook. However, this is not a long-lasting solution. In fact, business pages should attempt to beat Facebook Edgerank by magnifying the degree of involvement and engagement with their fans. A few effective ways to overcome the challenges introduced by Facebook Edgerank are listed below that can enable businesses to beat the algorithm and increase their visibility.

 

Go Viral with Few or No Links

 

One way to share valuable content is through sharing the link of some great content sources. However, this action on Facebook does not get enough points for a business page to increase its ranking on the user News Feed. Let’s take a look at it from the user’s point of view. A person would find it easier to engage with a brand on its page by liking or commenting on a timeline photo as opposed to clicking on a link that directs him or her to another website. This means that business pages should reduce their activity of sharing external links to good content. This is an action that will promote higher points on Facebook Edgerank.

 

Attract Comments More Than Likes

 

The Like feature of Facebook makes it easy for users to express their fondness of any action or content with just a single click. The number of likes that any item gets represents the quality or importance of the content shared on a business page. As a result, high number of likes also encourages users to share the piece of content on their wall. However, social media marketing on Facebook should not be confined to receiving a great number of likes from the target audience. In fact, there should be steady focus on engaging the fans enough to encourage them to leave comments. As a result, high number of comments is synonymous to creating viral content.

 

Persuasion

Google+ Comments

6 Responses to Optimizing Your Facebook Business Page to Beat the Edgerank

  1. Engage and stand out from the FB crowd Annetta. Super tips! Chatting makes you magnetic to chatters and Like-ers, just the type of folks who can boost your Edgerank quickly.

    Give freely by sharing content – others than your own – sometimes, and of course comment freely on updates and respond to comments on your updates. Follow these simple tips to boost your edgerank.

    Thanks for sharing the breakdown!

    Ryan

    • Thank you for the comment Ryan!

      There is no doubt that the comments can bring greater engagement to your Facebook Page. Many page owners take the comments for granted and ignore. But if you really start responding to each and every comment, you will really see a difference in the page performance.

      And you are right, sharing others content can bring a lot of conversations too. But, I personally use less links in my Facebook page. Posts with links as usual bring less engagement. But by being creative with an image and using the link in an image will make a lot of difference.

  2. Annetta,
    pretty nice tips and explanation about Facebook EdgeRank!

    About 93% of the posts which receive most engagement on Facebook are photos.
    I am sure also short updates and timely posts help increase response from your audience.

    • Thank you Erik for the comment!

      I just wanted to give the most simple explanation to EdgeRank. You are absolutely right, posts with images receive the highest number of engagement and visible in the news feed. It is a good idea to post the image from the blog post with the link instead of just dropping the link into the Facebookpage. I admit, the posts with links alone recive very less views but, we can be creative and accompany the link with an image.

  3. Lisa says:

    Annetta, it’s like Twitter. It’s one thing to share content but start engaging and you’ll see more results quicker than just shares :) Nice to see the breakdown in numbers too, thanks! Have a great weekend.

    • Thank you Lisa for the comment!

      You are absolutely right. About 6 months back my Facebook page was having lesser and lesser engagement. I really didn’t want to abandon the 20k fans and stop marketing in Facebook. Instead I started engaging with each an every comment I receive and the results are immense. Now when I look at the page insights I can see clear difference what engagement brought to my page.

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