Marketing your business is all about content. If you have ever posted an update on your business Facebook page then wondered why it did not rake in the shares, likes, and comments you thought it deserved, there could well be one very simple reason.
Your page has a low EdgeRank.
Facebook uses an algorithm to determine the order with which items are displayed in a user’s news feed. “Edges” — actions such as status updates, posts, shares, likes, and comments — made on pages that have high EdgeRanks get pushed up the news feed where they pick up more views. Actions made on pages whose actions have low EdgeRanks are given a low priority and are more likely to be missed.
The EdgeRank is made up of three factors: Affinity; Weight; and Time.
- Affinity is a measurement of the relationship between the page and the user. The more the user interacts with the page, the closer the Affinity and the higher the Affinity score.
- Weight gives different priorities to different kinds of actions (or “Edges.”) In general, the longer an Edge takes to complete, the higher its Weight score. So a comment would receive a higher Weight than a “Like.”
- Time lowers its contribution to an EdgeRank score each day on the basis of 1/days since the action. The more time passes, the lower the action drops down the news feed to be replaced by newer posts.
As an algorithm, EdgeRank is a lot easier to understand and much more transparent than Google’s opaque ranking methods PageRank and Google Panda.
And that means it is also much easier to manipulate…so far.
Posting time-heavy content such as updates and photos, rather than “likes” and comments on other people’s posts, will increase the Weight of the Edge. But encouraging users to act on your Edges will also increase the Affinity score — and that depends on what you put in the post.
According to one study, while updates are important, here are other factors to know:
- Posts as short as 80 characters receive a 23 percent higher engagement than long posts.
- Asking a question at the end of the post raises interaction by 15 percent overall and doubles engagement in comparison to posts that ask a question in the middle.
- Calls to action, such as asking readers to “Like” the post, Share it, caption a picture or declare whether something you have said is true or false may be brazen, but they work. Requests like these have been known to raise interaction by as much as 48 percent on brand pages.
All of those things will increase the EdgeRank of your work on Facebook, push your posts up the News feed, and enable your business posts to appear alongside pictures of family photos and shares from close friends.
You cannot do anything about the fact that Edges get old once they have been posted, but these are a few simple things you can do that will boost the value of your Facebook page and ensure that you get more out of every action you take on the site…and become popular or even famous.