Internal presentation at Swipp about the facebook edgerank

1. facebook edgerank
or: the perfect facebook post

2. sort: top stories sort: most recent

3. according to facebook
95% of the facebook users
only use the top news.
and they just show the posts
which facebook decides,
are important for the user.

4. how does facebook know,
what is important for me?

5. how does facebook know,
what is important for me?
the edgerank.

6. „edgerank is the algorithm that
facebook uses to determine
what articles should be displayed
in a user‘s news feed.“
wikipedia

7. ue
x we
x de
∑

8. ue
x we
x de
 affinity
relationship between user brand.
the more Interaction, the better.
∑

9. ue
x we
x de
 affinity
relationship between user brand.
the more Interaction, the better.
 weight
each type of interaction (comment,
picture) has its own value.
∑

10. ue
x we
x de
 affinity
relationship between user brand.
the more Interaction, the better.
 weight
each type of interaction (comment,
picture) has its own value.
 decay
describes, how old a post is. the
older it is, the less valuable it is.
∑

11. 96% of fans don't come back to a page
we need to post good
content frequently, to appear in the
news stream

12. how can we optimize posts for
more user engagement?

13. how can we optimize posts for
more user engagement?
time, type, frequency, content.

14. time
at what times should we post?
according to data and users, we should post the first article between 9am and 10am
and a second one between 5pm and 9pm.
important: brands that post outside business hours, have 20% higher
engagement rate on facebook (twitter is different). sunday is an important day.

16. type
What type of posting get the best
reach and engagement?
each type of content carries different „weight“ within the edgerank
algorithm and some types generate more user action
(each click on a video or picture increases the edgerank even more)
the perfect post includes:
a nice picture (square, no logos) or a video,
a short text (ask a question!)
a (shorten) link (must appear in the first 90 characters)

17.    280%
photoalbums get around 180% more engagement than a plain post
 220%
a post with a picture gets around 120% more engagement than a plain post
 200%
a video gets get around 100% more engagement, than a plain post
 160%
60% more likes, comments and shares for posts betweet
90 an 259 characters, than over 250 characters
 190%
Asking people opinion-driven questions will bring in 90% more engagement,
than a normal post

18. Frequency
How often should we post?
We don‘t want to recieve many negative feedbacks or dislikes.
we post max 2 times a day, 2 hours min. between each post.

19. Content
What kind of content should
we post?
we follow the 80/20 rule.
we talk about our brand or its promotions only 1 time every 5 posts.
we post blog articles, relevant to your fans (own blog posts or others on the web)
and topics around our brand.

20. that's it
thank you