88% of Fans never return to a brand page. That's because, 95% of interaction happens in a Facebook users News-Feed. The secret to getting your content into the News-Feed, thereby extending reach and engagement is the Edgerank Algortithm.This guide will explain how Edgerank works AND give you 5 tips you can use TODAY to start boosting scores.

1. L iving
n the Edge
o
5 Ways to Boost Your EdgeRank Scores

2. Living on the Edge...
5 WAYS TO BOOST YOUR EDGERANK SCORES &
ENGAGE FANS ON FACEBOOK
With 1 billion members projected by August, 20 Million Page
Likes each day and 5 billion bits of content shared each
week it’s no wonder marketers have embraced the giant. But
building a Facebook Marketing strategy focused solely on 88% of Fans will never
Likes is sooo 2011 – especially because ~88% of fans will
88% return to your brand page
never return to your page. 2012 is the year of engagement
and engagement on Facebook – at least 95% of it – happens
in the News Feed.
So how do you get your content in the News Feeds of the highest possible
number of fans? It all comes down to understanding the EdgeRank
Algorithm. Bet you thought marketing wasn’t going to require math!
95% of Fan Engagement
happens in the newsfeed
855-Snap-App

3. r
E EDGE RANK ALGORITHM ON FACEBOOK
∑
edges e
u w d
e e e
ue - Affinity score between viewing user
and edge creator
we - Weight for this edge type (photo,
video, like, tags, event, etc.)
de - Time decay factor based on how long
ago the edge was created
The EdgeRank Algorithm is made up of 3 parts – Affinity, Weight & Time. Every piece
of content shared on Facebook (status update, a Like, a Share, a picture, an app, etc) is
an Edge and each Edge has a rank or score based on the additive values of these 3
elements:
• Affinity = How Popular you (the person or the brand) are with a user.
• Weight = A score based on how likely the content being shared is to drive
action/engagement. Much like Google’s Search Engine rewards relevant content
with a higher rank, so does Facebook. Photos, Apps, Videos, etc are among the
highest weights.
• Time Decay = The simplest of the 3, time decay is simple a degradation based on
how old the edge is. Hint, your edge does not age like a fine wine…
So what does this have to do with the News Feed? Simple. The higher your EdgeRank,
the higher your post goes on the list of News Feed items. At a certain point, your score
will be too low to matter, and it won’t show up. This is why it’s crucial to make sure your
edges are heavy, relevant and timely.
855-Snap-App

4. 1. Timeliness & Frequency
Source: http://blog.kissmetrics.com/science-of-social-timing-1
Post Daily (at a minimum)
There are lots of studies and opinions on the frequency of posting to Facebook but
the majority lean towards a minimum of a daily interaction. Even with all this good
advice, a Sysmos study1 posted on TechCrunch found that on average, Facebook
Fan pages were updated only once every 16 days! With time decay weighing
against you, you’re essentially counting yourself out of the game if you aren’t
posting at least once a day. Some brands with highly engaged fans and great
content will post from 3-5 times per day. You’ll need to test what frequency is
acceptable for your audience.
For more advanced page managers, consider advice from @danzarrella shared by
KissMetrics which shows that Saturday’s at Noon may be the best time to post for
getting new Likes. Use tools like Facebook Insights & EdgeRankChecker.com to
deduce what frequency and content is best for your fans.
1 http://techcrunch.com/2009/11/28/facebook-fan-pages-77-percent/
855-Snap-App

5. 2. Gain Some Weight
Gain Some Weight
Although there is no pre-set hierarchy of weight value, the edges which tend to
get high weight scores are posts w/links, videos, pictures and apps. The reason
behind their weight is simple. More people will want to click them & Facebook
wants users to click. So, make sure your status updates include media whenever
possible but keep a nice mix. Just because photos may do well for clicks doesn’t
mean you should only share pictures – the goal is to keep your audience intrigued
with new types of content they’ll enjoy.
DO Include a status update with your media posts.
A study done by EdgeRankChecker.com found that – completely
contrary to Twitter, Facebook users actually prefer status updates
LONGER than 140 characters.
DON’T use shortened links in your posts.
This advice given by Socially Engaged Marketing, says that
shortened URLs decrease trust and are less likely to be clicked.
They also take away a chance to drive brand recognition – think
www.snapapp.com VS. http://bit.ly/eo66BO
855-Snap-App

6. 3. Expose Yourself & Get People Talking
Facebook introduced the “People Talking
About This” Rating last September as an
on-page measure of fan engagement. A
good goal is to aim for 10% of your fans to
be talking about you on any given
day/week/month. (So, if you have 2,000 fans you would want to see 200
People Talking About This). A great way to encourage response to posts
are to ask questions. Figment, a community for teen writers, does a great
job of incorporating Apps & Questions into their Facebook posting mix
using SnapApp’s In News Feed Question and Answer Feature – a double
win for weight factor (app) and engagement (responses).
When a fan engages with a fun interactive personality quiz (for example)
and then shares their results with friends, their post includes a question
from the Facebook quiz which their friends will then be enticed to click &
respond to. This method will help increase their on-page People Talking
About This Rating as well as increase the weight of their edges, expand
their reach with sharing, and bring new visitor back to their page where
the interactive personality quiz app lives.
This is how in News-Feed Question
and Answer Looks. Questions
encourage participation and sharing.
855-Snap-App

7. 4. “Ad” Repeat Page Viewings
Facebook ads, like any marketing channel, have some pros & cons. On
the down-side, they’re not particularly effective at customer acquisition
with 70% of marketers saying they failed to convert new customers. This
may be in part due to Facebook members apparent disdain with traveling
off of the Facebook site for info. A test done by SEOmoz found that
when they referred traffic from Facebook to their main site, bounce rates
increased by 41% and average time on site decreased by 56%.
Enough of the bad news. The good news with Facebook ads is that,
compared to other cost-per-click ad options, they’re relatively low cost.
And, the flexibility with targeting on the platform makes it easy to hit
precise audiences. Since you pay only for the click, you can also count
the other impressions as inexpensive branding. Another option to
consider is getting creative about driving conversion ON your Facebook
page. Think of ads that drive entries for a Facebook sweepstakes or
content download back to a SnapApp living on your Facebook page.
Including a lead gen form and email opt-in (for example) within your app
is an effective way to drive acquisition on page & leads can be posted to
your CRM or email system in real-time.
This is an example of a Facebook
CPC Ad bringing click traffic back to
a SnapApp on your Brand page.
855-Snap-App

8. 5. Engage With Fans On The Go
With 44% of Facebook’s current 800M members accessing through
mobile phones or tablets, you’d do yourself a huge disservice to discount
the experience for mobile visitors. But many page managers are unaware
of how their special promotions/apps will work for mobile viewers. Take a
look at the example below where someone was using a contest app to
get votes to win a “Dream Job”:
The experience here for the mobile user was an error code. They were
unable to access the content, and unable to vote. This experience –
especially if it is the first time engaging with a brand – is likely not the one
you’d be aiming for. Make sure when planning your Facebook promotion
that you ask your vendor about the mobile experience so you don’t risk
losing conversions, leads or customers.
855-Snap-App

9. Contact Us To Learn More
So there you have it – five things you can start doing today to get more of your
posts in the News Feeds of your fans. If you’d like more information about how
SnapApp has helped marketers, publishers, brands and agencies of all sizes
produce engaging, interactive content for their Facebook marketing efforts, visit
www.snapapp.com and open an account today.
EMAIL PHONE TWITTER FACEBOOK
info@snapapp.com 1–617–923–0000 @snap_app facebook.com/
snapapp
1–855–SNAP–APP
WHY SNAPAPP?
SnapApp is a marketing platform that empowers brands, publishers and agencies to foster conversations
across the web, social and mobile, that build brand affinity, connect, educate, entertain and drive sales. With
the SnapApp platform, you create engaging sweepstakes, quiz apps and landing pages that can be shared on
your Facebook page, website, blog and in ad units. Using SnapApp content on Facebook will help to
monetize your lead generation, extend your reach through viral sharing, and drive greater engagement with
your hard-earned Facebook community. Learn more at www.snapapp.com
SNAPAPP’S FACEBOOK SPECIFIC FEATURES INCLUDE:
• Facebook mobile optimization • In News Feed Questions & Answers
• Facebook connect integration • Rich Analytics to track your apps performance
• Multiple app support (run many apps at the same time) • Multiple engagement types: quizzes, polls, surveys,
sweepstakes and more
SnapApp.com | info@snapapp.com | 1-617-923-0000 | facebook.com/SnapApp | @snap_app
Brought to you by Pangea Media
Engage and Acquire Customers