You’re a recruiter and you’re trying to use Facebook for job postings. Let’s say your Facebook Page has 1,000 fans and you do an update about a really hot opportunity. The average Facebook user has 130 friends, meaning you have a potential reach of 130,000 users right? Wrong.
The average Facebook post only reaches 16% of the page’s fans and most fans never go back to the Page after they have liked it in the first place. The average user has no less than 130 friends and 80 Pages, groups and events to keep track of. This means some serious filtering has to be done to ensure a decent user experience.
Enter EdgeRank, Facebook’s algorithm for deciding what you will see in your newsfeed. This formula is based on 3 ingredients: Affinity, Weight and Time Decay.
Have a look at the infographic from VASimpleServices below:
The average Facebook user spends more than a quarter of his or her time on the site scrolling through the News Feed. For users, that means a lot of baby pictures and stale memes. For brands, it represents an opportunity.
See, Facebook brand pages don’t attract consumers — far from it. Virtually every fan of a brand, such as Coke, will never return to its page after an initial Like (if they even visited at all). So where’s the best place to reach that consumer?
You guessed it: News Feed. Brands are finally embracing social marketing in effective ways, but there’s still a lot to learn about the strategies of the medium and the algorithms that keep it running.
That’s where EdgeRank comes in. Whether you’re a brand or an average user, it’s helpful to understand what shows up in your News Feed and why.
Check out the infographic below, courtesy of Post Rocket, to educate yourself on EdgeRank.
For a presentation, I gathered some Facebook EdgeRank infographics and thought I should post them here as well.
Looking at this first moontoast.com infographic, I find their tiering of the fanbase interesting.
How difficult is it to segment and target fans who have actually purchased from you?
If you have Facebook Connect on your e-commerce site, that shouldn’t be much of a problem on the actual site, but is there a way to target them on Facebook. Maybe FanGager has such a function?
PostRocket is a nifty little service, kind of like Buffer but for Facebook with better image handling.
But the big question these days is how much third-party Facebook publishing apps are affected negatively by EdgeRank versus good old-fashioned manual postings?
Anyway, interesting with this infographic are that 96% of fans never visit the brand site twice.
We knew that the action took place on user’s walls and this seems to hold very true still.
If I were Batman, I would definitely spend more time keeping an eye on Bane.
In this infographic by topolilly.com, it’s interesting to discuss why Facebook treats video content with so little love.
After all, video content seems to be booming everywhere else.
Or is it simply because we don’t go to Facebook for video or that the interface just isn’t the right place for it?
Or do we just don’t like to share video on Facebook as much?
Interesting also that they say “links only if necessary”… well, 9 times out of 10, I’m more interested in driving traffic to a site that I can derive value from, rather than building engagement for Facebook, the company.
I’d rather have fewer people liking, commenting and sharing an URL that I actually control, than having them interact with “Facebook-only” content.
Let’s face it, when it comes to Facebook pages, we all want likes. There are a number of reasons we want them, such as the validation that people are interested in what we are talking about, the ability to have that number help our brand or page look more popular, but most importantly, because we want as many people as possible to see our updates.
However, 9 times out of 10, when I am reviewing a potential client’s Facebook fanpage, I see something that many never consider; the lack of people actually seeing the page’s updates at all. Having 100,000 likes is great, but if your only showing updates to 1,000 people, then it is the same as having only 1,000 likes.
This is in large part due to the way Facebook’s algorithm ‘Edgerank‘ works, which incorporates how often people visit your page, along with their overall interaction with your updates, and lastly the age of your updates.
We recently published a post on 8 Ways to Improve Your Facebook Edgerank, Engagement, and Success, but below is an informative Infographic by the guys a Post Planner, which details many types of status updates you can use to improve your Edgerank.