4
2012
Getting the edge on Facebook Edgerank
An article by Jamie Waldegrave
How can I get more people to see a post on my Facebook page?
If you run a small business, having a decent Facebook page might seem sensible; it’s free to do and could help drive extra customers to your business. You can post once and communicate with everyone who likes your page.
However the truth is that not every post you make will be seen by all the people who like your page – in fact, research suggests it’s only 10-20% of fans who will see any given post. The reason for this is simple: if you have several hundred friends and like a few dozen businesses, all of whom are liking things, commenting on things and posting every day, as a user there would be no way you could see every story. Instead, Facebook decides which posts are most important to which people using an algorithm called EdgeRank.
EdgeRank looks at 3 things to decide who to show a post to:
- Facebook have recently introduced a new method of deciding who to show things to – Money. But we’ll look at that in the next blog post. The first is your ‘affinity’ with a fan. In the case of a page this is how often the fan engages with your page in some way. This could be liking a post, commenting on the wall or sharing your content – it shows Facebook that the person probably cares about what you have to say.
- The second is the ‘weight’ of the content. This is a measure of what you post. A video has more weight than a picture, and a link has more weight than a simple text post. Importantly ‘weight’ is also judged on what other people do with it. If lots of people like and comment on a post, Facebook will decide it’s more important, and so give it more ‘weight’.
- The final one is simple: time. If a post is old, Facebook will assume it’s less relevant.
So what can you do to make sure any given post gets the maximum exposure? – after all, that’s why you run a Facebook page for your business. Here are my top tips to get your posts noticed:
- Post often. This is a simple one to do, try to post every day.
- Vary your post types. Try posting offers, questions, pictures, videos (if you have any) and links which you personally find interesting.
- Ask your fans to comment. Post questions – ask fans if they agree with you on an issue, if they like a picture or what they think of a link to a blog post you read. If they comment it will increase the item’s ‘weight’, as well as their ‘affinity’; with your page. Don’t forget – you can get the ball rolling by asking friends, family and staff to comment.
- Be responsive. If anyone does comment on your post, respond to the comment – even if just to say thanks. It’s a great customer experience to know you’re being listened to, and more comments increase the ‘weight’ of the post
- If in doubt post a picture of a cat. For some reason people love that…
The most important posts to promote are the times you post an offer onto your page. This is the all-important post which can turn someone from liking your business to spending money. Use Social Rocket to post an offer, then follow the tips above – repost it, comment on it, encourage friends and family to comment, respond to any comments you receive quickly. Good luck, and happy posting!
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Getting the edge on Facebook Edgerank | Footfall123 – Blog about mobile loyalty, loyalty marketing, email marketing, sms marketing and social media marketing
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