The Art of EdgeRank
What is EdgeRank? EdgeRank is the algorithm that Facebook uses to determine what articles should be displayed in a user's News Feed.
EdgeRank graphic credit to EdgeRankChecker
Why do you want to have a high EdgeRank? The higher your EdgeRank is, the more newsfeeds your posts will show up in. According to Facebook, the average organic post is seen by just 14 % of your followers.
Engagement + Content + Timing/Frequency = The Art of EdgeRank
- Ask your followers for engagement - A photo post like “Caption This” or “Like if you wish you were here now”
- Set a daily goal – I have a system where a like is worth 1 point, comment is 3 points and share is 5 points. While with Sunshine Village, I set a daily goal to try and reach 500 points a day. This way when you have a Management Directive to post something like a low engagement, but ROI sales post, you should also post something that day that will be high in engagement so your ‘Talking About’ stays high and continues to get those sales posts some views.
- Your replies to your followers count towards your EdgeRank so interact with your followers…and besides, it’s just good social media to respond to your followers anyways.
- Hashtags – Rumour has it that Facebook will add hashtag stats into their insights real soon so I’m sure it’s only a matter of time until we will be able to see what hashtags are trending, but in the meantime find out what’s trending on Google Plus and Twitter and www.trendsmap.com and then use the relevant ones in your Facebook post.
- Single photos are king as you can see by the graph below from TrackSocial. Although it doesn’t show the effectiveness of photo albums, I would rank them slightly above status updates. You’ll still want to mix it up some but your time is best spent mostly looking for that one killer photo than a couple days of shooting and editing videos.
Snowboarding makes me happy is the type of post that is a high engagement post. Although this post may not showcase the selling points of your resort, what it does is increase your ‘Talking About’. The low engagement, but sales oriented posts like the snow show one below will now reap the benefits of a higher ‘Talking About’ and appear in more followers newsfeeds. Using this combination will give you the best ROI on your Facebook.
- Posts per day - Find out when your best posting times and days are, every page is different so you’ll want to find your sweet spot. When I worked for Sunshine Village, their best to worst days were in this order: Tuesday, Wednesday, Monday, Thursday, Sunday, Friday and Saturday. I’d do as little as two posts on the Saturday and as many as five posts on Wednesday and Tuesday.
- When to post - You’ll also want to know your best posting times. There are many programs out there that can help you with this, I prefer www.crowdbooster.com which charges a small monthly fee. But you’ll also want to study your best posts each week and analyze what made it good, was it the content or the time it was posted?
- Always schedule your posts a minimum of two hours apart, despite what any tools like Crowbooster might say. Your post needs the chance to perform.
- Don’t use a 3rd party post scheduler to do your Facebook posts. There are conflicting reports that you may be penalized EdgeRank, for the extra little bit of work it’s better to just manually post.
- If you have a really great performing post, then let it marinate for a while by skipping that next posting time slot.
Finally, this is not an exact science but more of an art form. There is the closely guarded, and constantly changing/evolving, Facebook calculation of EdgeRank. But at the same time you need to remember that you are communicating with real people, not some calculation on a server in the Facebook Headquarters.
Article by Shawn Alain originally wrote for and appeared on Slopefillers.