What is Facebook Edgerank and How does EdgeRank Effect Facebook Fan Page Rank and Mobile Marketing Efforts?
So you took our social media advice and created your own Facebook Fan Page for whatever product or service your business specializes in, such as wireless mobile devices. Are your fanpage updates appearing on your prospects news feeds? The answer is surprisingly no unless you understand the intricacies of what Facebook EdgeRank really is and how it effects your social media and mobile marketing efforts.
The main problem is that no one actually understands exactly how Facebook EdgeRank is really calculated – but there are clues as to how best use the EdgeRank formula to your advantage. And make no mistake, you must understand EdgeRank to be successful with your Fanpages and interact with your fans, many of whom are not seeing your status updates.
In general, Facebook takes all the posts made to fanpages and assigns them a certain Facebook EdgeRank score and displays your post in the order it deems it highly ranked enough to appear on someone’s newsfeed. If your post doesn’t make the rank, it’s simply not displayed to the user. That is why it’s so important to be concerned about constantly trying to increase your fan page’s EdgeRank, which is basically what Facebook thinks of your status updates, links, photos, and videos you share. Status updates are in essence “edges”. How do you get Facebook to rank these “edges” highly?
There are three main factors: the relationship between you and your prospect, how much you interact, and how fresh your content is. Every “edge” is scored on these three major factors. Therefore, it makes sense to increase your interactivity with your target audience, which means “liking” pages, commenting on others posts and trying to engage your fans into commenting on your posts.
But just “liking” pages won’t do it – each level of Facebook interactivity has a certain weight associated with it that can increase your EdgeRank score, so make sure you’re posting valuable content and commenting on other pages with insightful and interesting comments as well. The more interactivity, the better chances that your posts will appear on your fans newsfeeds. And of course time is a factor as well as no one wants to read yesterday’s news. Constant, consistent posts are weighed much more heavily than older posts or a Fan Page that doesn’t get updated at all.
Many Facebook Fan page owners wonder what they need to do to increase fan interaction. One of the best ways of doing this is to post “edges’ that encourage it by asking questions or asking for feedback. “I’m going out for pizza” is a weak update. However, asking “What’s your favorite pizza topping” may get people to respond and create a certain buzz about that topic. Create status updates that will encourage discussion and you’ll see your interaction rise along with your EdgeRank.
Another great way to increase your EdgeRank is to publish photos and videos as updates. The thumbnail nature of these updates makes the content much more interesting and makes it much easier for your fans to comment on them. And don’t forget to add links to your updates to relevant sites and articles while telling your fans exactly why they should click on them for more information. Then ask for the feedback, which can be as simple as “What do you think about this?” Do this often enough (2 or 3 times a day) and your EdgeRank is sure to rise. Just be sure to keep it fresh and interesting. Have a look at this fan page for a great example of an engaging Facebook fan page with great EdgeRank and how you can start your own virtual social media agency to produce something similar for your clients regardless of their industry.
And like all good business people, always ask for the referral, or in this case, ask people to share your page with their friends and come right out and ask for the “like”. Lurking in the background with Social Media certainly will not help you long-term, so get a little aggressive with your EdgeRank efforts to get a little momentum.
Like everything in social media and mobile marketing, it all comes down to fresh, unique, interesting, and consistent content. And that’s what makes social media hard – which is why so many companies are out there to help you out with your social media marketing. It’ll take awhile, no doubt. But done correctly and consistently, the results are well worth it.
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