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Maximize your visibility on Facebook by understanding the algorithm that controls it. During this webinar you will learn: How does Facebook calculate your EdgeRank score? How does your score affect your impression count? What best practices should you use to improve your score and increase your visibility?
Citation preview
#solvingedgerank
Who’s presenting?
Jill Carlson
@carlsonjillCommunity ManagerArgyle Social
Chad Wittman
@chadwittmanFounder & CEOEdgeRank Checker
#solvingedgerank
Details
Jill will lead Q & A at the end of the call.
Tag your tweets with #solvingedgerank.
We’re recording this shin dig.
We’ll send an email follow up to everyone.
#solvingedgerank
Short, Shameless Plug – Chad
www.edgerankchecker.com
#solvingedgerank
Short, Shameless Plug – Jill
Social Review Whitepaperhttp://ar.gy/review• Do you have the fans you
want?
• How do you drive more value through social?
• What content resonates with your audience?
#solvingedgerank
Agenda
The birth of EdgeRank Checker
Why does your EdgeRank score matter?
How is it calculated?
What are best practices?
Questions & Answers
THE BIRTH OF EDGERANK CHECKER
Part 1
#solvingedgerank
EdgeRank announced at f8 2010
WHY DOES EDGERANK MATTER?
Part 2
#solvingedgerank
Doubled revenue within two weeks of adding the FB like button to their site
When a user posted in their news feed that they bought a ticket, friends spent an additional $5.30 on Ticketmaster.com
Users referred by Facebook spend 57% more than average on the site
“We now have a direct link between sharing on Facebook and revenue generation at e-commerce sites.”
Dan Rose VP of Partnerships
& Platform Marketing Facebook
Why does EdgeRank matter?
#solvingedgerank
Doubled revenue within two weeks of adding the FB like button to their site
When a user posted in their news feed that they bought a ticket, friends spent an additional $5.30 on Ticketmaster.com
Users referred by Facebook spend 57% more than average on the site
“We now have a direct link between sharing on Facebook and revenue generation at e-commerce sites.”
Dan Rose VP of Partnerships
& Platform Marketing Facebook
Why does EdgeRank matter?
EdgeRank determines where (and whether) your stories appear in
your fans’ News Feed.
#solvingedgerank
Why does EdgeRank matter?
#solvingedgerank
Top 20 Brand Pages
Top 20 EdgeRank Pages
Avg. Unlike Rate 0.03% 0.23%
Avg. Like Rate 0.04% 2.65%
Avg. Comments Rate
0.14% 3.91%
Take Aways:
1) When it comes to engaging users, brands have a long way to go.
2) If you can succeed at using EdgeRank to your advantage, you have a significant opportunity to increase recognition + revenue.
Why does EdgeRank matter?
#solvingedgerank
Top 20 Brand Pages
Top 20 EdgeRank Pages
Avg. Unlike Rate 0.03% 0.23%
Avg. Like Rate 0.04% 2.65%
Avg. Comments Rate
0.14% 3.91%
Take Aways:
1) When it comes to engaging users, brands have a long way to go.
2) If you can succeed at using EdgeRank to your advantage, you have a significant opportunity to increase recognition + revenue.
Why does EdgeRank matter?
EdgeRank is absolutely critical to your Facebook marketing efforts.
HOW IS EDGERANK CALCULATED?
Part 3
#solvingedgerank
How is EdgeRank calculated?First, some basics:
• Every post (status update, photo, video, question) is an object
• Every object has an edge
• Therefore, every post has an edge
• Objects with low EdgeRank scores risk never appearing in the News Feed
• The higher an EdgeRank of a particular object, the higher it will appear in that user’s News Feed
*Every single object is scored based on the individual Facebook user consuming the content.
#solvingedgerank
EdgeRank is an algorithm designed to show you the content you like when you want to see it.
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
#solvingedgerank
Affinity [uh-fin-i-tee] a natural liking for or attraction to a person, thing, idea, etc.
• In social media, affinity is the relationship between a user and a brand.
• Affinity fluctuates, grows, shrinks, strengthens, weakens over time.
• Affinity is based on many factors including frequency of contact, frequency of FB logins, likes, comments, shares, etc.
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
#solvingedgerank
Has this user had an affinity to interact with this content in
the past?
Yes.Congrats! You have a high
affinity with this user.
No.You have a low affinity with this
user.
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
#solvingedgerank
Has this user had an affinity to interact with this content in
the past?
Yes.Congrats! You have a high
affinity with this user.
No.You have a low affinity with this
user.
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
History determines affinity. Make every post count.
#solvingedgerank
SharesComments
LikesClicks
VideoPhoto
LinkStatus
Objects have weight: Actions have weight:
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
#solvingedgerank
• EdgeRankChecker analyzed how many clicks a post received against each major metric within Facebook:• Avg clicks per like: 3.103• Avg clicks per comment: 14.678• Avg clicks per impression: 0.005
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
#solvingedgerank
• EdgeRankChecker analyzed how many clicks a post received against each major metric within Facebook:• Avg clicks per like: 3.103• Avg clicks per comment: 14.678• Avg clicks per impression: 0.005
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
Comments have 4x the weight of likes.
#solvingedgerank
• The half-life of a FB post is shortening due to the sheer amount of content being produced.
• “Speed and brevity are the twin rails of technology and customer interaction.”
– Jay Baer
How is EdgeRank calculated?
AFFINITY x
WEIGHT x TIME DECAY = EDGERANK
#solvingedgerank
How is EdgeRank calculated?
AFFINITY
WEIGHT
TIME DECAY
Find your audience.
Create and post engaging content.
Post when they want to engage.
HOW DO I MAXIMIZE EDGERANK?
Part 4
#solvingedgerank
• Connect on- and offline offers
• Offer exclusives to your fans & fans alone
• Make the rewards of being a fan obvious, rewarding, and valuable
• Keep them coming back!
Best Practice #1: Offer exclusive content
and/or deals to your fans
#solvingedgerank
• Connect on- and offline offers
• Offer exclusives to your fans & fans alone
• Make the rewards of being a fan obvious, rewarding, and valuable
• Keep them coming back!
Best Practice #1: Offer exclusive content
and/or deals to your fans
Exclusive content creates an immediate community.
#solvingedgerank
• Share unique photos & videos fans otherwise couldn’t access
• Start your own traditions (NBA’s Old School Monday)
• Photos, videos, and thought-provoking questions are all great content that give your brand personality
Best Practice #2: Give your brand
personality. Fly your freak flag.
#solvingedgerank
• Share unique photos & videos fans otherwise couldn’t access
• Start your own traditions (NBA’s Old School Monday)
• Photos, videos, and thought-provoking questions are all great content that give your brand personality
Best Practice #2: Give your brand
personality. Fly your freak flag.
For the first time, brands have to compete with photos of baby Sam,
that bachelor party & videos of sleepy puppies.
#solvingedgerank
• Talking about your brand = meh
• Others talking about your brand = amazing
• Every person with a Facebook account = potential brand ambassador or saboteur
• Channel & direct that energy in a way that benefits your brand
Best Practice #3: Feed the competitive
spirit. Run contests.
#solvingedgerank
• Talking about your brand = meh
• Others talking about your brand = amazing
• Every person with a Facebook account = potential brand ambassador or saboteur
• Channel & direct that energy in a way that benefits your brand
Best Practice #3: Feed the competitive
spirit. Run contests.
Every contest participant is a brand ambassador.
#solvingedgerank
• Look beyond individual posts to recognize larger trends.
• Strong campaigns = higher engagement = higher EdgeRank
• Data is on your side! Direct strategy with your own insights.
Best Practice #4: Use campaigns to
drive content strategy.
#solvingedgerank
• Look beyond individual posts to recognize larger trends.
• Strong campaigns = higher engagement = higher EdgeRank
• Data is on your side! Direct strategy with your own insights.
Best Practice #4: Use campaigns to
drive content strategy.
Campaigns help identify post performance over time.
#solvingedgerank
Use the right words:• If you agree, like• If you disagree, comment• Please share• Join• Check it out• Show your friends• Enter
Best Practice #5: Use calls to action!
#solvingedgerank
Use the right words:• If you agree, like• If you disagree, comment• Please share• Join• Check it out• Show your friends• Enter
Best Practice #5: Use calls to action!
Your fans can’t read your mind. Use calls to action to direct
consumer behavior.
#solvingedgerank
Best Practice #6: Focus on engagement,
not size!
Source: EdgeRank Checker blog
#solvingedgerank
Best Practice #6: Focus on engagement,
not size!
Source: EdgeRank Checker blog
Social is leveling the playing field for small businesses &
social-savvy big brands.
#solvingedgerank
• Share A LOT of content (indifference is not an option)
• Intentionally polarize your fan base
• Fire up your fans! Push their buttons & they’ll engage (for better or worse)
• Hop on the bandwagon & discuss “bubble”-type events
Best Practice #7: (For the brave) Stir the
hornet’s nest.
#solvingedgerank
• Share A LOT of content (indifference is not an option)
• Intentionally polarize your fan base
• Fire up your fans! Push their buttons & they’ll engage (for better or worse)
• Hop on the bandwagon & discuss “bubble”-type events
Best Practice #7: (For the brave) Stir the
hornet’s nest.
Polarizing your fans is risky, but it incites action.
Q&A
Part 5
#solvingedgerank
But first! We’d love to have you back…
Building a Social AgencyWith Jim Tobin, Founder of Ignite Social Media
January 26, 2012 @ 1PM ESTar.gy/socialagency
#solvingedgerank
Q&A
Jill Carlson
@carlsonjillCommunity ManagerArgyle Social
Chad Wittman
@chadwittmanFounder & CEOEdgeRank Checker
Hashtag your questions with #solvingedgerank.Thanks for joining us!