So what’s the ultimate goal of any business that using a Facebook Fan Page as a marketing tool? It is aiming to get into the newfeeds of thousands, or perhaps millions Facebook users – and for those users to comment, “like”, and share the updates.
Well, what most businesses (and most people in general) don’t realize is that Facebook’s news feed is driven by an algorithm that determines what updates are seen at the top of the news stream, and what updates are never seen at all.
The algorithm is called EdgeRank – a three-pronged algorithm that scores each and every piece of content on Facebook – whether made by a personal profile or fan page. The content with the highest EdgeRank score gets shown in the “Top News” News Feed filter.
In the other words, it means every item that shows up in your News Feed is considered an Object. If you have an Object in the News Feed (say, a status update), whenever another user interacts with that Object they’re creating what Facebook calls an Edge, which includes actions like tags and comments. A high Facebook Edge Rank leads to visibility, while a low Facebook EdgeRank leads to obscurity. Your posts are competing with others, and a relatively low EdgeRank keeps them from appearing.
Here is how EdgeRank explained:
1. Affinity/Relationship = the relationship between the viewing user and the item’s creator (you and each individual fan), how often a fan views and interacts with your Facebook page and individual posts. Plus, how much you engage with your fans. The more you interact with Facebook users, the higher the EdgeRank of your posts, and the higher your posts appear on their walls. Thus, invest time reading, commenting on and sharing other people’s content. Facebook rewards you for building relationships!
2. Weight = there’s a weight given to each type of Edge, a comment probably has more importance than a Like. And typically, photos receive the highest weight, followed by videos, links, status updates and apps. Manual posts receive more weight than posts by apps.
3. Time = the more recent your post, the higher your EdgeRank score. The older an Edge is, the less important it becomes. A popular piece of content will stay for a longer period of time in the News Feed of your fans.
Multiply these factors for each Edge then add the Edge scores up and you have an Object’s EdgeRank. And the higher that is, the more likely your Object is to appear in the user’s feed. It’s worth pointing out that the act of creating an Object is also considered an Edge, which is what allows Objects to show up in your friends’ feeds before anyone has interacted with them.
Facebook values relationships between its members and engagement with member content. Give Facebook what Facebook values, and your EdgeRank and visibility will benefit. Use Facebook for pushing your ads or agenda, and your EdgeRank and visibility will suffer.
So now after understand the EdgeRank, how do you know your page score and how to measure your EdgeRank? I am using this EdgeRank Checker tool.
The tool is simple to use, you just login to your facebook account, select the date range and then you will get the score.
According to EdgeRank Checker, they created their own algorithm by comparing a multitude of Facebook Pages. Their score breakdown is as follows:
0-6 is below average.
7-13 is average.
14-19 is above average.
Scores above 20 are excellent.
Pages with a very low amount of fans (< 100) will most likely result in very high numbers due to a small sample size. In addition, they also tell you which day is the Best, which day is the Worst EdgeRank, they are the days during the week (on average) over the selected time period. You can use this information to reflect on what is typically being done on these days. For example, some Pages run a contest on Fridays. Use this data to see if the weekly contest is helping or hurting your average EdgeRank. Use this information to tailor the Page’s posting weekly posting strategies.
Beside that, the information of Most & Least New Fans during the week (on average) over the selected time period can help you review posting tendencies over these days, and it can also help you review if the weekly posting strategies (content, promotion etc) are working effectively.