Edgerank

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The document discusses Edge Rank, the algorithm that Facebook uses to determine what posts users see in their News Feed. It explains that Edge Rank considers three main factors: affinity (the relationship between the user and the creator), weight (type of post and interactions), and time decay (freshness of content). It provides tips for marketers to increase affinity like tagging pages, asking questions to encourage responses, and posting more frequently with a variety of content like videos and photos. The goal is to help ensure users regularly see a page's updates in their News Feed.

Tecnologia

Edge Rank

Maura
Webster,
Director
of
Marke2ng
www.whipplehill.com
@webstahmom
//
@whipplehill
Thursday, October 24, 13

Worldwide, there are over 1.5
billion active Facebook users.
(Source: Facebook)

Thursday, October 24, 13

4.5 billion likes are
generated each day!

Thursday, October 24, 13

Highest traffic occurs midweek between 1 to 3 pm.
(Source: Bit.ly blog)

Thursday, October 24, 13

Every 60 seconds on Facebook: 510
comments are posted, 293,000 statuses
are updated, and 136,000 photos are
uploaded.
(Source: The Social Skinny)

Thursday, October 24, 13

@webstahmom // @whipplehill
Thursday, October 24, 13

Create, curate & share
compelling content.

Thursday, October 24, 13

The Rules of Threes
@webstahmom // @whipplehill
Thursday, October 24, 13

3
@webstahmom // @whipplehill
Thursday, October 24, 13

Afﬁnity
Weight
Time Decay

Edge Rank

Afﬁnity
Afﬁnity is the user’s relationship with the items creator.

>>The more a person comments, likes, or interacts
with your posts, then the more likely your update
will show up in their News Feed.
>>The more a person’s friends comment, like or
interact with your posts, then the more likely your
update will show up in that person’s News
Feed.

@webstahmom // @whipplehill
Thursday, October 24, 13

So how do you increase
your afﬁnity?

Thursday, October 24, 13

Use Facebook as your page

@webstahmom // @whipplehill
Thursday, October 24, 13

Tag pages in your posts

@webstahmom // @whipplehill
Thursday, October 24, 13

Create an album

@webstahmom // @whipplehill
Thursday, October 24, 13

Keep it simple: Ask for a response

@webstahmom // @whipplehill
Thursday, October 24, 13

Ask for a one-word answer

@webstahmom // @whipplehill
Thursday, October 24, 13

Use Facebook Questions

@webstahmom // @whipplehill
Thursday, October 24, 13

Interact directly with fans

@webstahmom // @whipplehill
Thursday, October 24, 13

So what kind of content
has more weight?

Thursday, October 24, 13

Weight
Weight combines what type of object and what type of
interactions it’s receiving.

>>Videos, photos, and links are generally considered
to have the highest weight.
>>General text updates (with no videos, photos or
links) carry the lowest weight.

http://www.6smarketing.com/facebook-edgerank-algorithm/
@webstahmom // @whipplehill
Thursday, October 24, 13

3
@webstahmom // @whipplehill
Thursday, October 24, 13

Videos

Photos
Links

Upload to Facebook itself

@webstahmom // @whipplehill
Thursday, October 24, 13

Share the fun

@webstahmom // @whipplehill
Thursday, October 24, 13

Subtle hits at the mission

@webstahmom // @whipplehill
Thursday, October 24, 13

Mention the honorable

@webstahmom // @whipplehill
Thursday, October 24, 13

3
@webstahmom // @whipplehill
Thursday, October 24, 13

Comment

Like
Share

Ask for feedback

@webstahmom // @whipplehill
Thursday, October 24, 13

Share a status

@webstahmom // @whipplehill
Thursday, October 24, 13

Share a status
Modify the title

@webstahmom // @whipplehill
Thursday, October 24, 13

Change the caption

Type of
Content

Type of
Interaction

Relationship to
the object
http://www.6smarketing.com/facebook-edgerank-algorithm/
@webstahmom // @whipplehill
Thursday, October 24, 13

Time Decay
The last variable is Time Decay, which considers: as an
object gets older, the lower value the post carries.

>>Facebook is concerned with the relevancy of status
updates in relation to the amount of time that has
passed.
>>Fresh & frequent content are heavy players in whether
your message is being seen.

http://www.6smarketing.com/facebook-edgerank-algorithm/
@webstahmom // @whipplehill
Thursday, October 24, 13

Posting frequency

3

Times per day
Hours of “half-life”
Different times of day

http://blog.involver.com/2011/10/25/facebook-edgerank-and-graphrank-explained/

@webstahmom // @whipplehill
Thursday, October 24, 13

Best time to post

Highest traffic occurs midweek between 1 to 3 pm.
(Source: Bit.ly blog)

@webstahmom // @whipplehill
Thursday, October 24, 13

Schedule out posts to make the
best use of time

http://www.convergeconsulting.org/wp-content/uploads/2011/11/How-Facebooks-ChangesAffect-You-higher-education-marketing.pdf

@webstahmom // @whipplehill
Thursday, October 24, 13

Avoid 3rd-party applications

@webstahmom // @whipplehill
Thursday, October 24, 13

Scheduling Posts

@webstahmom // @whipplehill
Thursday, October 24, 13

So what can the admissions ofﬁce do?

@webstahmom // @whipplehill
Thursday, October 24, 13

Summary?
Show your schools story

@webstahmom // @whipplehill
Thursday, October 24, 13

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Edgerank

1. Edge Rank Maura Webster, Director of Marke2ng www.whipplehill.com @webstahmom // @whipplehill Thursday, October 24, 13

2. Worldwide, there are over 1.5 billion active Facebook users. (Source: Facebook) Thursday, October 24, 13

3. 4.5 billion likes are generated each day! Thursday, October 24, 13

4. Highest traffic occurs midweek between 1 to 3 pm. (Source: Bit.ly blog) Thursday, October 24, 13

5. Every 60 seconds on Facebook: 510 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded. (Source: The Social Skinny) Thursday, October 24, 13

6. @webstahmom // @whipplehill Thursday, October 24, 13

7. Thursday, October 24, 13

8. Create, curate & share compelling content. Thursday, October 24, 13

9. The Rules of Threes @webstahmom // @whipplehill Thursday, October 24, 13

10. 3 @webstahmom // @whipplehill Thursday, October 24, 13 Afﬁnity Weight Time Decay Edge Rank

11. Afﬁnity Afﬁnity is the user’s relationship with the items creator. >>The more a person comments, likes, or interacts with your posts, then the more likely your update will show up in their News Feed. >>The more a person’s friends comment, like or interact with your posts, then the more likely your update will show up in that person’s News Feed. @webstahmom // @whipplehill Thursday, October 24, 13

12. So how do you increase your afﬁnity? Thursday, October 24, 13

13. Use Facebook as your page @webstahmom // @whipplehill Thursday, October 24, 13

14. Tag pages in your posts @webstahmom // @whipplehill Thursday, October 24, 13

15. Create an album @webstahmom // @whipplehill Thursday, October 24, 13

16. Create an album @webstahmom // @whipplehill Thursday, October 24, 13

17. Keep it simple: Ask for a response @webstahmom // @whipplehill Thursday, October 24, 13

18. Ask for a one-word answer @webstahmom // @whipplehill Thursday, October 24, 13

19. Use Facebook Questions @webstahmom // @whipplehill Thursday, October 24, 13

20. Interact directly with fans @webstahmom // @whipplehill Thursday, October 24, 13

21. So what kind of content has more weight? Thursday, October 24, 13

22. Weight Weight combines what type of object and what type of interactions it’s receiving. >>Videos, photos, and links are generally considered to have the highest weight. >>General text updates (with no videos, photos or links) carry the lowest weight. http://www.6smarketing.com/facebook-edgerank-algorithm/ @webstahmom // @whipplehill Thursday, October 24, 13

23. 3 @webstahmom // @whipplehill Thursday, October 24, 13 Videos Photos Links

24. Upload to Facebook itself @webstahmom // @whipplehill Thursday, October 24, 13

25. Share the fun @webstahmom // @whipplehill Thursday, October 24, 13

26. Subtle hits at the mission @webstahmom // @whipplehill Thursday, October 24, 13

27. Subtle hits at the mission @webstahmom // @whipplehill Thursday, October 24, 13

28. Mention the honorable @webstahmom // @whipplehill Thursday, October 24, 13

29. 3 @webstahmom // @whipplehill Thursday, October 24, 13 Comment Like Share

30. Ask for feedback @webstahmom // @whipplehill Thursday, October 24, 13

31. Share a status @webstahmom // @whipplehill Thursday, October 24, 13

32. Share a status @webstahmom // @whipplehill Thursday, October 24, 13

33. Share a status Modify the title @webstahmom // @whipplehill Thursday, October 24, 13 Change the caption

34. Type of Content Type of Interaction Relationship to the object http://www.6smarketing.com/facebook-edgerank-algorithm/ @webstahmom // @whipplehill Thursday, October 24, 13

35. Time Decay The last variable is Time Decay, which considers: as an object gets older, the lower value the post carries. >>Facebook is concerned with the relevancy of status updates in relation to the amount of time that has passed. >>Fresh & frequent content are heavy players in whether your message is being seen. http://www.6smarketing.com/facebook-edgerank-algorithm/ @webstahmom // @whipplehill Thursday, October 24, 13

36. Posting frequency 3 Times per day Hours of “half-life” Different times of day http://blog.involver.com/2011/10/25/facebook-edgerank-and-graphrank-explained/ @webstahmom // @whipplehill Thursday, October 24, 13

37. Best time to post Highest traffic occurs midweek between 1 to 3 pm. (Source: Bit.ly blog) @webstahmom // @whipplehill Thursday, October 24, 13

38. Schedule out posts to make the best use of time http://www.convergeconsulting.org/wp-content/uploads/2011/11/How-Facebooks-ChangesAffect-You-higher-education-marketing.pdf @webstahmom // @whipplehill Thursday, October 24, 13

39. Avoid 3rd-party applications @webstahmom // @whipplehill Thursday, October 24, 13

40. Scheduling Posts @webstahmom // @whipplehill Thursday, October 24, 13

41. So what can the admissions ofﬁce do? @webstahmom // @whipplehill Thursday, October 24, 13

42. Summary? Show your schools story @webstahmom // @whipplehill Thursday, October 24, 13

43. Edge Rank Maura Webster, Director of Marke2ng www.whipplehill.com @webstahmom // @whipplehill Thursday, October 24, 13

Edgerank

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Edgerank