Intelligence on getting more traffic, more often!

EdgeRank is the algorithmic formula Facebook uses to calculate what you see on your news feed as a Facebook user. Facebook had an f8 developer conference last April, and TechCrunch covered it in a great article at this link. Pop over there for the full read. I’ve been seeing EdgeRank pop up here and there in different articles, such as this one at the Social Media Examiner (another great website to follow) and decided to dig into this.

I’m definitely not a math whiz, but I read it over to see if an “average Joe” like me could figure it out. Here’s my interpretation of the equation Facebook uses to decide what content shows up in your news feed, based on the TechCrunch article:

  • Affinity—the amount of interaction between you and your friend or your fun center’s Facebook Page. For example, how often do you send a message or visit their profile page? The more interaction, the higher the affinity and the more likely new Objects (news items) will appear from them in your feed—and vice versa.
  • Edge weight—First, a definition. Anything that shows up in your news feed, such as status updates, posted photos, tags or comments, is an Object. When someone interacts with that Object, like commenting on it, liking it or sharing it, that action is called an Edge. Each type of Edge has a weight. It wasn’t revealed exactly what weight each Edge carried, but you can bet that if that action involved many people it was higher than, say, merely liking it. For example, sharing a comment made on your fun center’s page with a user’s entire network is probably weighted very high.
  • Time—The older the Edge is, the less importance it has. So, love me yesterday, good. Love me today, fabulous!

It’s possible that seeing every single thing all your friends post could be overwhelming in your news feed. I guess it depends on how many active friends you have. Facebook is deciding that the people or pages you interact with most often are entitled to more of your coveted news feed space than that person you met 3 years ago at a conference who you were just too nice not to accept as a friend. Boy, that sounds familiar.

If you read through the article to the comments, you’ll see that many people don’t like Facebook controlling what you see in your news feed. One example was, do you want to see the annoying ex-roommate’s hourly posts, or the one time in 6 months when your mom hops on to wish you a happy birthday?

The reality is, this is Facebook’s playground and you don’t have much say in what the playground rules are. You can mull over how much weight YOU give to your fun center’s Facebook Page EdgeRank, but here are some thoughts I had about working with it now that you’re aware of it:

  1. Create Facebook Page content that entertains or educates—make your fans WANT to visit your page.
  2. Respond to all interaction, when fans post to your wall or comment.
  3. Message your Page fans once per month on a regular schedule. Recognize your main Facebook Page contributors and interactors. This will help you cultivate a loyal core group.

What do you think about EdgeRank?

Nala

Nala Henkel is a social media partner with FEC Network Inc. and editor of the IAAO Blog.

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