How Does EdgeRank Affect Facebook Fanpage? #Social Media Basics

Facebook EdgeRank – the magic power that chooses for you what content appears in your newsfeed. Every now and then, Mr Zuckerberg & Co. like to change this and that in their idea which posts should be displayed and which shouldn’t. What the latest changes mean for your company and social media activity? Here’s our short guide and become master of getting attention on Facebook.

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EdgeRank – what is it and how does it affect my company?

Facebook algorithm is the most powerful thing on the site itself – it selects what posts appear in people’s newsfeed out of thousands updates published every second. Getting someone to like your fanpage is the first step to success, but getting the fans to actually see your content in their newsfeeds is another thing.

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Since so many people and pages share, post and perform actions too often to appear in a single newsfeed, Facebook picks the most interesting content to be shown – of course, understanding the word “interesting” in its own algorithmic way.

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It was a well known fact that posts with pictures gained more reach than other types of content, but not anymore! The newest update to Facebook algorithm changes a lot.

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What’s the fuss? EdgeRank update

Have you noticed that if your friends post text statuses, you also tend to do the same? After running a number of tests, Facebook found out that the more status updates (What’s on your mind?) we get from our friends, the more we post ourselves. But it doesn’t work with fanpage updates the same way. So, Facebook decided that they will increase the visibility of text statuses from friends and decrease text updates from fanpages while improving other content types, such as pictures, videos and links.

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You shouldn’t be worried, though. It’s pretty simple to make your posts reach more fans, no matter what EdgeRank updates may appear.

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How to master Facebook engagement

  • Remember not to post plain text posts. This means that you should add some links or images to your update.

Disclaimer: if you copy the link into your status and it doesn’t update the metadata (show picture, content and link) hit space and wait for a while. If it doesn’t help – refresh the page and try again. That’s essential for your post not to be marked as plain text, but a link post.

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text post

Facebook post – text only

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facebook post link

Facebook link post with metadata loaded

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  •  Don’t forget to tag your images with a logo or other visual representation from your brand. But make sure to use only the pictures you have legal rights to use – your own company materials, stock photos you bought, content from people who agreed to use it or materials free to commercial use.

 

  • Boost your content using sponsored stories and other Facebook Ads formats. Paying for engagement is nothing to be ashamed of. Since December Facebook cut EdgeRank by 2-3% on average, so sooner or later you’ll have to pay to get to the fans you already have.

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  • More news and information, less kittens and silly memes. Planned changes incorporate adding similar articles section to article links – we will not only see a linked post, but also 3 links that Facebook will assume interesting to you (just like related posts on our GetResponse blog). On the other hand, LOL content amount will be decreased by EdgeRank, so we shall see more blog posts than cute yet meaningless pictures.

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  • Remember to engage. One of the elements that make post more likely to appear in the newsfeed is Engagment Rate – likes, comments and shares. The more people react to your content, the more visible it gets for others. Also, people who interact with our updates are more likely to see content from our page than those who ignore what we post.

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  • Short, good, interesting. No one wants to read long posts. Content is king, so remember to plan your updates carefully – quality makes the difference. And before you hit the “Publish” button, ask yourself: “If I were a fan of my page, would this post look interesting to me? Why would I read/like/comment/share it?”

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  • Don’t delete updates. Since you can’t edit text/link posts, admins tend to erase content if they make and error. Unfortunately, Facebook counts it as negative action and decreases your EdgeRank. So it is better to comment that your’re sorry to your fans for making a typo than deleting the post. Or use as many picture updates as possible – you can always edit them.

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  • Make interest lists. You probably don’t know, but having your fanpage listed on a topic list makes the posts visible more often to the followers of that list. Also, appearing in the context of interesting pages within one topic makes it easier for people to click to see the list. Try to combine your Facebook content with posts from your partners,  relevant industry portals and powerful members of your community (also workers from your company). Not only you promote your content, but also empower your employees.

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  • Don’t be afraid to post often – if you have enough content, of course. Usually, a post’s lifespan is around  2-3 hours, since one of the EdgeRank elements is also how much time passed from publishing the post. Older posts are less likely to be added to newsfeed.

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  • The more fans, the… harder! It’s more difficult to engage a large group of fans, which means fanpages with smaller amounts of likes are reaching more of their fans than larger ones. Rather then buying new page likes (which is a bad practice after all), invest in your advertising budget to engage. Likes, comments and shares will bring you new fans AND help appear in the news feed, while buying new likes decrease the percentage of engaged fans and content visible in the news feed.

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Content makes social media go round

No matter what changes Facebook implements, the main idea is the same – as a company, you should post interesting content, i.e. the one that makes your fans interact. Wheter will it be a link, a picture or just text – it’s always essential to prepare good posts. The ones that will promote your business and drive traffic to your website, sell your product or service or make people love your brand.

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The tools may change, but the idea is the same: try to do your best to reach people, keep them engaged (also emotionally), have an impact on them to drive them to action. That’s what Facebook is all about.

 

  • http://www.postguru.com/ PostGuru

    I agree with the suggestions/strategies and I believe that every Page should find its own optimal strategies – the ones that make sense for their fans in particular (due to different timezones, interests, lifestyle etc).