Around the time of its tenth birthday, social media network giant Facebook unveiled a set of new changes, aimed specifically at business pages. Finally, we have some direction in terms of best practice techniques, to give us some idea of how we can improve results on the platform. Let’s have a look at some of the primary features of Edge Rank and how you can benefit from its changes.
The News Feed And What It Shows When
Edge Rank, Facebook’s news feed algorithm works in such a way that users who interact more with a page are more likely to be shown future posts. By the same token, users that interact minimally are less likely to see new content posted by that page.
How Does It Work?
Edge Rank ranks pages on factors such as affinity, post weight and time decay. Affinity scores the level of engagement or interaction between a user and a poster. The level of engagement is ranked based on likes, comments, clicks, shares, friending and comments. But, not all engagements count for the same; there definitely is a hierarchy, says Sherice Jacob writing for Entrepreneur.com:
Shares, on the other hand, are far more valuable to a business, as they increase its reach exponentially. Shares also are harder to earn. The post has to communicate something about the person sharing it or forge a bond between that person and their friends and followers.
Post weight is another essential feature that ranks posts according to their importance. Photos and videos are rated most highly, followed by links and then plain text posts.
Time decay is simply the principle of making older posts count for less, which makes sense if you think about it. It doesn’t always though; people who log onto Facebook may see the older posts whereas people using it more frequently will be less likely to.
So how do you create engaging content and show Edge Rank that you are interactive? Micro content should comprise at least 80% of your content, and promotional content only 20%, according to James T Noble:
Your micro-content can include text posts on current affairs or interesting quotes or images (as long as it gets likes/shares/comments).
A good rule of thumb is 80/20…80% – Engaging Micro Content and 20% – Branded Sales Content.
And, why should you follow the rules? Well, the changes appear to have taken quite a drastic effect on many business pages. Currently only 3% (or 3 for every 100) fans are likely to be shown any piece of content from a business, so it’s really in your best interests. You also have to remember that nowadays you are also competing with a lot of paid advertising and the market has become a bit tighter. If you want to stand out, you need to comply with the new way of doing things.
Facebook Admin Update
Facebook has also released some helpful updates, which make managing social media pages a lot simpler, especially when you work within a broader team. Beginning in mid February admin posters have been able to see the name of the administrator who posted an update. And this is helpful because:
If you see something mistakenly posted, you can track down who did it and ensure that it won’t happen another time. Or if you have questions about what another admin has posted, you know who to go to. In both scenarios you’ll be able to react much faster when you know posted.
Of course, the change only applies to posts made after the launch date, but it does show that Facebook is making an effort to look after its business users.