September 16th, 2011
by Amy Dunn
Do you ever wonder why some Facebook posts are read by many and some seem to go unnoticed? If Facebook displayed every post by every page and friend in your news feed, you would be overwhelmed. So Facebook uses EdgeRank: a formula used to determine your page’s value.
Most marketers have probably heard of EdgeRank and understands it has something to do with Facebook- but do we really understand what it is and how it impacts our marketing?
Think of it like Google PageRank. By definition: Every piece of content is an object and every interaction with said content is an “edge;” hence the idiom “Edgerank.” EdgeRank calculates the “value” of an interaction with a post. Posts with a higher number of interactions are more likely to be seen in a user’s news feed.
The takeaway? Quality Over Quantity. You could have tens of thousands of Facebook page fans, but if they are not engaging or interacting with your posts, you are missing the mark. You have heard it before, but to be relevant to your target audience, you must bring value to them.
I cannot sum it up better than Adam T. Sutton his post Social Media Marketing: Facebook news feed optimization on MarketingSherpa
By focusing on the types of content and interactions your audience enjoys, your “objects” will attract more “edges” and will be prioritized in users’ news feeds. Scores and metrics are important to consider — but they should not be the sole driver of your strategy. Your audience, your brand, and your content should be priorities.
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