A quick guide to Facebook EdgeRank

1. EDGE
ABOVE
THE REST
A quick guide to Facebook EdgeRank

2. Facebook
— Over 11M active users on Facebook in Australia
— Growth: +6.11% over the last 6 months
— Hours spent: average 7 hours and 19 min
— 68% of Facebook users return daily
— 86% return weekly
— 3 billion photos uploaded every month
— 50 million ‘Likes’ everyday
— More activity on Facebook means more
competition for News Feed distribution

3. The New News
Newsfeed: Summary of
recent activity amongst
friends on Facebook
Edges: Actions taken
by friends aka ‘stories’
EdgeRank: Algorithm to
predict how interesting
each story will be to
each user

4. EDGERANK

5. What is EdgeRank?
EdgeRank is the name of the algorithm that
Facebook uses to determine what appears in
their users’ news feeds.
The algorithm hides boring
stories, so if your story doesn't
score well, no one will see it.

6. Why Should You Care?
If your Brand has low EdgeRank
objects, then your updates will be
seen by less people.
This means that your Facebook
marketing budget is less
effective than it could be.

7. How It Works
The algorithm ingredients were revealed at Facebook's 2012 F8 conference:
EdgeRank Affinity Weight Time Decay
Weight is the value Time Decay refers to
Algorithm to predict Affinity is a one-way
system implemented by how long the Edge has
how interesting each relationship between a
story will be to each
individual Facebook
= user and an Edge. It
could be understood as
x Facebook to increase/
decrease the value of x
been alive.
how close of a certain actions within As an Edge ages, the
user.
‘relationship’ a your Facebook. less valuable it
brand has with a fan becomes.
Edges that take the
Affinity is built by most time to This helps keep the
repeated interactions accomplish tend to Newsfeed fresh with
interesting and new
with a brand’s Edges. weigh more.
content, as opposed to
lingering old content

8. FOUR STEPS TO
EDGE ABOVE THE REST

9. Four Steps
Step 1. Step 2. Step 3. Step 4.
PLAN ENGAGE OPTIMIZE GET THE EDGE
Not all posts Don’t be boring or Leverage smart Stay on top of
will be seen by inconsistent. data to inform both EdgeRank changes
all fans. Inspire fans with strategic and and influence.
your content. creative decisions.
Consider what Try to incorporate
content would make Keeping content objects with high
Continue to improve
a post the most consistently fresh weight scores into all
your reach by
compelling or tell and exciting will announcements.
keeping track of
the best story. result in a higher what’s working and
EdgeRank. what’s not.

10. Four Steps
Step 1. Step 2. isn’t
Content Step 3. Step 4.
guaranteed placement
in the feed.
PLAN OPTIMIZE ADAPT MAXIMIZE
Not all posts Optimize smart feel as
You should not Adapt to the fast Maximize your
will be seen by though you need to follow
data to inform both paced changing posts to their full
all fans. hard and fast rules to get
strategic and
around EdgeRank.
climate of Facebook potential
creative decisions.
Consider what
content would make Keeping content Try to incorporate
Continue towith great
Posts improve
a post the most fresh and exciting objects with high
your reach by and short
photography
compelling or tell will result in a is consistently publishing fantastic into all
Red Bull higher weight scores
keeping track of
copy perform better than
the best story. EdgeRank posts. They have two regular traits:
announcements
what’s without photos and
those working and 1. Inspirational photography.
what’s not.
with longer copy. 2. Short, well-written copy.

11. Four Steps
Content must be
diverse, engaging and
Step 1. Step 2. Step 3.1.
Step
fresh in order to inspire
Step0.2% of eligible
Step4. it onto a
Only
2.
stories make
engagement and
user’s newsfeed.
PLAN ENGAGE succeed in the feed. MAXIMIZE
Not all posts Don’t be boring or
Maximize your
will be seen by inconsistent.
posts to their full
all fans. Inspire fans with
potential
your content.
Consider what
content would make Keeping content Try to incorporate
a post the most consistently fresh objects with high
compelling or tell and exciting will weight scores into all
the best story. result in a higher announcements
EdgeRank.
Baskin-Robbins has fallen into the habit of posting routine
material. Their page is now amongst the fastest
decreasing pages on Facebook in terms of ‘Likes’.

12. Four Steps
We’re in a future where
Smart data = actionable
Step 1.
marketing is
personalized, targeted, Step 2.
insights. Step 3. Step 4.
and directly measured.
PLAN ENGAGE GET THE EDGE
OPTIMIZE
Not all posts Don’t be boring or Stay on top of
Leverage smart
will be seen by inconsistent. EdgeRank changes
data to inform both
all fans. Inspire fans with and influence.
strategic and
your content.
creative decisions.
Consider what Try to incorporate
content would make Keeping content objects with high
consistently fresh Continue to improve
a post the most weight scores into all
and exciting will your reach by
compelling, or tell announcements.
result in a higher keeping track of
the best story.
EdgeRank. what’s working and
what’s not.
During the Olympics, Febreze launched a successful
publishing strategy around the insight that people don’t like
to talk about bad smells. It was fun, well executed and in the
end, got people talking.

13. Four Steps The more likes and
comments your
content receives, the
more likely your future
Step 1. Step 2. Step 3.
content will appear on Step 4.
Top News feeds.
ENGAGE OPTIMIZE GET THE EDGE
INSPIRE
The three types of
Stay on top of
Not all posts will be Optimize smart content which are
Inspire fans with
widely understood to EdgeRank changes
seen by all fans. data to inform both your content
have the highest Edge and influence.
strategic and Weight are Videos,
creative decisions. Images and Links.
Try to incorporate
Consider what Keeping content objects with high
Continue to improve Knowing what objects weight scores into all
content would make your reach by fresh and exciting
Disney continues to most have the heaviest announcements.
a post the capitalize on their extensive multimedia
keeping track of will result in a higher
library, posting animation footage and visuals daily. They weighting should alter the
compelling or tell EdgeRank
remain the 2nd largest brand on Facebook in terms of and
what’s working way you communicate
the best story what’s not.
‘Likes’ and continue to grow exponentially. with you fans.

14. Four Steps
Step 1. Step 2. Step 3. Step 4.
PLAN ENGAGE OPTIMIZE GET THE EDGE
Not all posts Don’t be boring or Leverage smart Stay on top of
will be seen by inconsistent. data to inform both EdgeRank changes
all fans. Inspire fans with strategic and and influence.
your content. creative decisions.
Consider what Try to incorporate
content would make Keeping content objects with high
Continue to improve
a post the most consistently fresh weight scores into all
your reach by
compelling or tell and exciting will announcements.
keeping track of
the best story. result in a higher what’s working and
EdgeRank. what’s not.

15. THANK YOU
For more information please email
tim.evans@dtdigital.com.au or jackie.bowker@dtdigital.com.au
facebook.com/dtdigital
dtdigital.com.au
twitter.com/dtdigital