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Do You Have an Edge(Rank)?

EdgeRank is the algorithm used by Facebook to determine where and what posts appear on each individual user’s newsfeed. The three variables that make up this algorithm are Affinity, Weight and Time decay.

Affinity measures the relationship between the viewing users and the creator of the story.  The closer the relationship, the higher the score.  This way your newsfeed will prioritize stories from let’s say your brother over some weirdo who added you a few years ago.  Affinity is one way that interacting heavily with someone will increase the chance of their stories appearing on your newsfeed but your stories won’t necessarily appear on theirs.

Different types of posts carry different weights.  The higher the weight, the higher the score.  In order, they rank 1. Photos/ videos 2. Links 3. Plain text updates.  Engagement also carries weight.  If you post a plain text post but it has several comments and likes, it will also carry a heavier weight.Also. by using new Facebook features, you will be able to reach more fans because Facebook assigns higher weight to encourage usage.

How old is the post? As a post ages, it continually loses value. This way your newsfeed will always remain fresh with recent news.  How quickly the post loses value or “decays” depends on the Facebook user.  If you only log in once a week, there is a chance of stories that are a few days old appearing on your newsfeed.

EdgeRank matters because 96% of fans never go back to a brand’s fan page after initial engagement.  Your posts are 40 -150 times more likely to reach your fans in the newsfeed than your page because 27% of all the time on spent on Facebook is looking at the newsfeed but only 16% of your fans will see your posts on average.

Now that you know what EdgeRank is and why it matters, the next step is to figure out how to improve your EdgeRank Score and get more of your fans seeing your posts! Stay tuned for tomorrow’s blog where will give you some tips for improving your EdgeRank score.

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