Understanding Edgerank – The Facebook Algorithm

By: Julie Holme | Posted On: October 23, 2012

The key facts you need to know about Edgerank

What is it?

Simply put, understanding Edgerank can help determine just how effective and successful your marketing campaign could be. But – despite its obvious importance – Edgerank is not quite as well known as perhaps it should be.

Edgerank is one of the key algorithms that Facebook uses to decide what and who will appear in their users’ newsfeed. It measures the “value” of your post, decides whose newsfeed it should be posted in and, most importantly, where in the newsfeed the content should be posted.

It works using this simple formula: Edgerank = Affinity*Weight*Recency.

 

Affinity

Affinity is the score that determines just how friendly you are with someone. For example, if you comment on a friend’s picture or status they will start to appear in your feed more frequently as a result. Affinity only works one way however, which means that whichever profiles you tend to visit more will appear in your newsfeed, but not the other way around.

For the common “Facebook stalker”, this is good thing – but unfortunately not so much for marketers. A straight foward way of measuring your affinity rank is to look at the top friends appearing in your friends list. These are the people that you have most interaction with.

 

Edge Weight

Edge weight is the formula that decides what type of content is most likely to appear in your newsfeed. For example, content such as photos and liked statuses are more prone to appear rather than other actions (i.e. such as someone liking a page).

The top three types of content that currently have the highest Edge Weight are Photos, Links and Videos. Marketers should really focus on incorporating these types of content into their marketing strategy, therefore, when communicating via Facebook.

Do keep in mind however that each user’s Edge Weight is different – so variety is key here. Also, another key thing to remember is that the weight of an Edge can rise over time – and having lots of comments and Likes will increase the visibility of your post.

 

Recency

The final important aspect to take into consideration is Recency (also known as time decay). It works like this: content that is more recent is more likely to appear on the newsfeed than older content. So regardless of the Edge Weight and Affinity, the older the post it is, the less likely it is to pop up on the newsfeed.

Therefore, it might be worth thinking about posting content at a time when others are less likely to post, reducing the competition. However, it is also beneficial to post at a time when most people are likely to be using Facebook, so keep this in mind as well.

In order to get the most out of Edgerank sign up for the EdgeRank Checker (http://edgerankchecker.com/), a useful tool that helps you analyse your Facebook Pages Edgerank in detail. That being said, it’s important to keep in mind that Edgerank is individual for each user, so this tool is unable to give you a complete analysis of your affinity score.

As we all know, algorithms continue to develop and change – but the more knowledge you have, the better! Overall, EdgeRank is definitely worth looking into as it can truly determine the effectiveness of your marketing campaign.

 

Happy Facebooking!

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About The Author

Julie, is our fabulous account manager from Oslo. She blogs about Social Media and Design. Follow her on Twitter: @julesholme

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