Facebook may seem as though it’s run by magical elves behind the scene, but it’s actually quite straight-forward when it comes to who sees your posts. I’m sure you already know that creating dynamic and interesting posts will lead to more followers, but how do you make sure fans and followers are seeing as many of your posts as possible? This is your guide to Facebook Edgerank.
The number of people that see your post or status is determined by a system called Edgerank. This is Facebook’s way of deciding whether or not one of your posts, or a story about your page, is displayed on somebody’s timeline. It’s a based on a mathematical formula which looks complicated, but really isn’t too difficult to understand. Your EdgeRank is calculated by an algorithm that utilises the affinity score, weight, and time decay. Don’t worry, here’s an overview of what each means.
How connected is someone with the new post? The connection strength is calculated by measuring how often they interact with you. Do they post on your page? Do they share your updates?
If they do, then they’re likely to be interested in your updates, and what you have to say. Facebook EdgeRank interprets this by using the affinity score. Similarly, if somebody isn’t interacting with you, Facebook will assume they don’t need to see your updates, and your posts won’t show up too often on their Timeline, and nor will stories about their friends interacting with you.
Affinity scores are also dependent on time. If someone used to follow you heavily, but has since stopped interacting with you, this will be reflected in their affinity score. As time increases from the last interaction, their affinity score will drop.
Essentially, this is a fancy way of saying: shares > comments > likes > clicks. Got that? If not, think about it this way. You’ll see more stories on your home page about a friend sharing or commenting on a page / status than if they had simply liked a post. Clicks don’t show themselves on timelines, and so don’t carry much weight at all.
Importantly, Facebook prioritises dynamic content above all else. Therefore, somebody liking a photo will carry more weight than liking a status.
This one is simple. How old is the post? You don’t see posts from 3 years ago on your timeline. As a story gets older, the time decay negatively influences the overall Edgerank, and it’s less likely to be shown in timelines.
(For our mathematically minded readers, it’s safe to assume that this is an exponential decay function, although that’s not official..)
So Where Do We Go From Here with Facebook Edgerank?
Now that we know how Facebook calculates whether to show a story on a Timeline or not, we can adapt our social media usage to increase our Facebook EdgeRank score!
The above demonstrates the importance of dynamic content. So stop posting status updates all the time, and get some pictures on there! Artwork, gig photos, behind the scenes snaps. Anything at all that you think fans will interact with should be posted.
Furthermore, you don’t want to be caught out by EdgeRank’s time decay, so keep the updates coming! It’s fine to post a few status updates that are just text, but if you do, try to attach a photo along with it. There’s plenty of space to write your status updates when you post a video, so make sure you use it.
Encourage your fans to like, share and comment. You’re not going to start showing up on everybody’s feeds if nobody interacts with you, because Facebook will think you’re boring.
Bottom Line: Prioritise entertaining, dynamic content over everything else. So long as fans are interacting, stories relating to your page will spread across Facebook!