1. How to Keep Your Edge
Mastering EdgeRank & Maximizing Facebook Exposure
February 2013

2. Agenda
Facebook Page EdgeRank
Recommendations Tactics
Objectives Overview

3. Facebook Page Goals & Objectives

4. Facebook Page Strategic Goals
 What is our strategic goal for executing a Facebook strategy?
 Influencing brand perception?
 Customer service?
 Dialog?
 Thought leadership?
 Drive direct actions?

5. Sample Facebook Page Metric Objectives
Increase volume of page “likes” by at
least 1% month over month
Increase engagement rate to be
between .80-1.00% or higher month over
month
Increase the number of “likes” within the
target demographics by at least 2%
month over month

6. EdgeRank Overview

7. Simple, Right?

8. How is EdgeRank Calculated?
• How much “edge” do you share with another
Affinity Facebook page? EdgeRank is a one way
unique relationship based on shared
connections and interactions.
• The more involved an action the higher the
Weight weight. Photos used in updates are higher than
text status updates. Comments are higher than
Likes. Clicks may have little to no EdgeRank.
Time • Fresh content wins.

9. Affinity
 How to create Edge
 Shared connections creates “Edge”
Bill likes running, Rob likes fishing,
fishing, boating, Jeeps, SEO, Bon
Toyota Trucks, Jovi, the Pittsburgh
SEO, Bon Jovi, Steelers, Quaker
Quaker Steak and Steak, the Pittsburgh
Bell’s Brewery Pirates and Game of
Thrones
Tommy likes
running, Ford cars,
SEO, Miles Davis,
the Pittsburgh
Pirates and all
things Buckeyes
Football

10. Affinity
 Interactions refine Edge
 Affinity is a one-way measurement based on interactions with
objects
High Edge
Bill likes running, Rob likes fishing,
fishing, Toyota Jeeps, SEO, Bon
Trucks, SEO, Bon Jovi, the Pittsburgh
Jovi, Quaker Steelers, Quaker
Steak and Bell’s Steak and Game of
Low Edge
Brewery Thrones

11. Weight
 If it takes a lot of time and keeps someone on Facebook, it’s
more likely to be heavy
Uploading a photo
Sharing
Commenting
Liking
Clicking

12. Time
 Fresh content wins
 When news breaks.. On a global or personal level, fresh content
can beat out weighty content

13. EdgeRank Assumption
EdgeRank depends on ratios
Pages with high “Likes” should have a corresponding
number of high interactions. If “Likes” increase and
off-page clicks increase, you lose EdgeRank.
That is, a page with rapidly growing “Likes” should
show an increase in “weighty” interactions.
Increasing “Likes” and off-page clicks negatively
impacts EdgeRank.

14. Sample EdgeRank Analysis

15. Recommendations

16. Overview
 To improve EdgeRank, focus on tactics that will not only grow
your audience but also encourage engagement with your page.
 Tactics include:
 Clearly segmenting audiences
 Developing content themes
 Identifying optimal posting frequency & timing
 Leveraging unutilized real estate
 Utilizing targeting features

17. Clearly Segment Audiences
 Moms
 Women, aged 35-64
 Mothers to children 8+ years of age
 Technology Professionals
 Fans of Cisco
 Targeting geographic locations
 Caregivers for Diabetics
 Fans of American Diabetes Association
 Fans of Glucerna
 Women with Baby Boomer parents

18. Develop Content Themes
 Moms
 Maintaining your health, fitness, & safety so you can better take care
of your family
 Maintaining the healthy, fitness, & safety of your child athletes
 Battling back-to-school germs
 Technology Professionals
 Innovation, funding and events
 Five Myths of the Cloud
 Caregivers for Diabetics
 Tips on cooking for Diabetics
 Information on clinical trials and research
 How to have a happy social life and be a great caregiver
Note the blend of timely and evergreen content

19. Develop Content Themes
 Mindful Mom Monday
 Happy Mindful Mom Monday! Concussions are a very real fear for moms of active
children. Do you make your child wear a helmet when riding a bike? What’s your take
on helmet safety?
 Tech Tuesdays
 Minimize the risk of outsourcing with these five strategies. How likely are you to outsource
software development and support in 2013?
 Take Time for Yourself This Weekend
 As caregivers, we need to make sure we do our best to recharge. If you had your
choice of a 3 mile run, a movie at home night or dinner with an old friend, which would
you choose?

20. Posting Frequency and Timing
 Test, test and test. There is no perfect posting frequency or time, it
varies by audience.
 In an effort to reach all audiences and touch upon all content
themes, an ideal number of posts would be ?? per week
 All posts should be sent our between the hours of x – y to solicit
maximum engagement

21. Leverage Unutilized Real Estate
 Update cover photo frequently to drive engagement
 More audience/consumer/patient-focused
 Organize photos by audience centric categories (think “Living with
Arthritis” NOT “Meet our Doctors”)
 Utilize testimonials to demonstrate value with an audience focus
 Build custom Facebook apps to drive interactions (appointments
and referrals)
 Contact forms
 Calculators/Cosmo-quizzes/Symptom Checker
 Submit Your Story – Especially for any organization with an emotional
appeal… and almost anything can have an emotional appeal.

22. Utilize Targeting Features
 Post targeting allows you to reach specific segments of your fan
base in order to improve engagement and allow users to see
content relevant to them
 For example, content directed at our Mom audience will be
targeted specifically toward them.

23. Keep Your Edge!
 Understand the basics of EdgeRank
 Don’t drive fake Fans or fake engagement
 Stack the deck in favor of real engagement, no matter how
much you want to talk to everyone.... Tell yourself it is good to
focus!

24. Questions?
 @bbalderaz
 bbalderaz@fathomdelivers.com