1. FACEBOOK EDGERANK
Breaking down the keys to
expanded reach
Font: Supadupa - DaFont.com

2. WHO IS THIS GUY?
• Hi, I’m Bruce Floyd
• Social Media Specialist for University of
Florida University Relations
• I run the main social media accounts
at UF
• Been tweeting since November 2007
• Please follow/fan/friend us!

3. HOORAY! STATISTICS!
Question:
What percentage of your Facebook fans actually
see your posts on their news feed, on average?

4. HOORAY! STATISTICS!
Question:
What percentage of your Facebook fans actually
see your posts on their news feed, on average?
Answer:
On average, only 16%

5. HOORAY! STATISTICS!
Question:
Wait, what? But they’re fans! Why don’t they get
to see all of my terrific content?

6. HOORAY! STATISTICS!
Question:
Wait, what? But they’re fans! Why don’t they get
to see all of my terrific content?
Answer:
You’re competing with a lot of other content.

7. HOORAY! STATISTICS!
The average number of friends an individual has
on Facebook is 229.
You’re competing with all of those friends for
access to that person’s wall.
That doesn’t even include all of the pages that
the individual is a fan of.

8. HOORAY! STATISTICS!
Actually, if you’re serving a younger audience, there’s
even more competition!
Mean size of Facebook friends network
400
318.5
300
197.6
200
155.7
100 85.1 78.4
42.0
0
18-34 35-46 47-56 57-65 66-74 75+
Source: Pew Internet - May 2012

9. MORE STATISTICS?!
On average, Facebook processes 2.5 billion pieces
of content, which includes 300 million photos.

10. MORE STATISTICS?!
On average, Facebook processes 2.5 billion pieces
of content, which includes 300 million photos.
In a single day.

11. MORE STATISTICS?!
So, who is your competition?

12. HERE’S YOUR COMPETITION
Here’s your
competition.
Your content has to
be compelling as this
cat.

13. How does Facebook decide what to post?

14. INTRODUCING EDGERANK

15. INTRODUCING EDGERANK
What is EdgeRank?
• EdgeRank is an algorithm. (Boo, math!)
• It takes into consideration a number of factors in
order to determine if a piece of content is
relevant to a fan/friend
• It also determines what order the content should
be placed in your news feed (assuming yours is
set to top stories)

16. BREAKING IT DOWN

17. BREAKING IT DOWN
Understanding the mystery of EdgeRank
e = edge
u = user affinity
w = weight
d = decay
Image: EdgeRankChecker.com

18. BREAKING IT DOWN
Understanding the mystery of EdgeRank
•An “edge” is any action that happens in Facebook.
•It can include a status update, like, comment, share, posting
a photo.
Image: EdgeRankChecker.com

19. BREAKING IT DOWN
Understanding the mystery of EdgeRank
•User affinity: The measure of the relationship a fan has
with a fan page.
•How often (and how recent) has the fan interacted with
your “edges”?
Image: EdgeRankChecker.com

20. BREAKING IT DOWN
Understanding the mystery of EdgeRank
•Weight: The value that Facebook places on individual
edges.
•If it takes more time to do, it probably has more weight.
•Posting a photo with a caption weighs more than a status
update.
Image: EdgeRankChecker.com

21. BREAKING IT DOWN
Understanding the mystery of EdgeRank
•Decay: The age of the edge.
•The older it is, the lower the number... and the less likely
it’ll show up on a wall.
•Bottom line: Keep your content fresh
Image: EdgeRankChecker.com

22. WHY DO WE NEED TO KNOW THIS?
• We need to think more critically about what we’re
posting... and why we’re posting it.
• Every post has the potential to improve the reach of
your next post - or to damage it.
• It’s important to see what’s working and what isn’t.

23. WHY DO WE NEED TO KNOW THIS?
• Ask yourself:
• How will this image / link / status update encourage the
fans to like, comment or share?
• Have I provided context in my image? If someone
shares it, does it make sense without the caption? Will
people know where it’s from?

24. WHY DO WE NEED TO KNOW THIS?
• Ask yourself:
• Am I reviewing what’s working and what isn’t?
• Am I keeping the content fresh?

25. SUGGESTED TOOLS
EdgeRankChecker.com
•Determines best post types
•Gives average time decay
•Makes overall
recommendations
•Inexpensive

26. ANY QUESTIONS?

27. THANK YOU!
• Email: bfloyd@ufl.edu
• Twitter: @BruceFloyd