What is Edge
Any action that happens on Facebook is an Edge. Edge would be posts, comments, likes and shares. So, every time you do something on Facebook, you create an edge.
What is EdgeRank
EdgeRank is the algorithm developed by Facebook to determine what posts and where to display on each user’s newsfeed. EdgeRank is sum of three variables Affinity, Weight and Time Decay. EdgeRank =
– Affinity measures the relationship between your fan and your brand posts. So, the more often a fan has interacted with your brand page, the fan will get higher affinity score for your page. It will increase the chances to display your brand post to that fan’s newsfeed on the top.
– Weight measures the popularity of your brand post. If a post has many interactions including comments, likes & shares will have higher popularity or weight. Commenting is more involved and therefore it carries more weight than a Like.
– Time Decay measures the duration of your post. As a post ages, it continually loses value. The recent the post is the higher its score.
EdgeRank looks at all of the Edges that are connected to the User, then ranks each Edge based on importance to the User. Objects with the highest EdgeRank will usually go to the top of the News Feed.
Why does EdgeRank matter
- 96% of fans do not return to a brand’s Facebook page after initial engagement
- 27% of all the time spent on Facebook is spent looking at the newsfeed
- 16% of your fans will see your posts on average
- Users are 40-150 times more likely to consume branded content in the Newsfeed than to visit the Fan Page itself
Source: comScore’s Power of Like research paper
How to improve your page’s EdgeRank?
6 tips and statistics from Facebook
1. Keep it short
Posts between 100 and 250 characters get 60% more likes, comments and shares than posts over 250 characters.
2. Be visual
Posting photo albums, photos, and videos get 180%, 120% and 100% more engagement respectively.
3. Ask for what you want
Asking simple opinion-driven questions or fill –in-the-blanks will bring 90% more engagement than the average posts
4. Post daily
Remember that 96% of your fans aren’t coming back to your page. So posting frequently is the only way to consistently reach them.
5. Be relevant, but not pushy
Post about topics in your niche, not directly about your brand. Save your sales pitch on the actual article or blog post, not on Facebook News Feed.
6. Be timely
Monitor the best time span for your target audience – times when they are more likely to be online and share your posts – and stick to it.