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Not every wall post gets shown on Facebook’s News Feed. If you’re a business using Facebook pages or places as a way of getting the word out about your products or services, then it’s crucial to get that message out to all of your fans. So how do you get your message to show on your fans’ News Feeds? The answer lies within understanding Facebook’s algorithm called EdgeRank.

Every entry shown in your fan’s News Feed is considered an Object. If you post to your Facebook page wall or share a photo you’re really creating an Object in the News Feed. Whenever another fan or Facebook user interacts with that Object they’re creating what Facebook calls an Edge, which includes actions like tags and comments.

Each Edge has three components important to Facebook’s algorithm:

• First, there’s an affinity score between the viewing user and the item’s creator — if you send your friend a lot of Facebook messages and check their profile often, then you’ll have a higher affinity score for that user than you would for an old acquaintance you haven’t spoken to in years.
• Second, there’s a weight given to each type of Edge. A comment probably has more importance than a Like, for example.
• And finally there’s the most obvious factor — time. The older an Edge is, the less important it becomes.

- Courtesy of TechCrunch

Multiply these factors for each Edge then add the Edge scores up and you have an Object’s EdgeRank. And the higher that is, the more likely your Object is to appear in your fan’s feed. It’s worth pointing out that the act of creating an Object is also considered an Edge, which is what allows Objects to show up in your fans’ feeds before anyone has interacted with them.

Getting your message to show on your fans’ News Feeds all boils down to engagement. As fans become more engaged with your posts your EdgeRank will increase and will result in your posts having a greater chance of appearing in your fan’s feed. To increase interaction it’s suggested to end a wall post with a question asking fans their opinions. In addition to all of this, the percentage of your total fan base engaged affects your EdgeRank. The more fans you have means you need more fans interacting with your page. Quality of fans over quantity of fans is important in Facebook marketing especially when thinking in terms of EdgeRank.

If you need any more assistance with your Facebook page or place please give SweetSpot Marketing a call, 631-669-6758, or email info@sweetspotmarketing.net.