Facebook EdgeRank Determines Content Engagement – Learn It
The Facebook EdgeRank is changing and with it so is your content performance. It’s time to learn how the Facebook EdgeRank can help shape your content and what you need to do in order to get more of your fans to see it.
What the Facebook EdgeRank does is it takes the content you’re most associated with and decides to show you content based on this and performance. Straight from EdgeRank.net and PageLever -
EdgeRank is the Facebook algorithm that decides which stories appear in each user’s newsfeed. The algorithm hides boring stories, so if your story doesn’t score well, no one will see it.
Amazingly Facebook didn’t make this information too public so content managers and social media directors are going about their content plans unaware of this. Unaware that there is this algorithm controlling a Facebook EdgeRank that determines whether or not people are going to even see what they’re working on for hours.
That’s a bit harsh, but it’s the law of the land, so lets adapt and figure out how we can use the Facebook EdgeRank to help increase our content engagement.
Zuckerburg has said that Facebook randomizes the newsfeed at points and uses a Keyword aggregator in order to determine what people are looking at consistently. This shows social SEO is now playing a part into what content gets more eyeballs, but it also shows you’re competing against a much wider playing field than what you once thought. As a social media manager your content must now appease the masses randomly. No longer are you targeting just you fans – you’re going after the other pages they like as well to outrank them.
Talk about intense.
The Facebook EdgeRank is going to enhance the quality of content that is put out there which will reflect content engagement for some. If yours is dropping it is because other pages have past you. A user has decided that, although they like you, their content is more interesting.
This is how the Facebook EdgeRank determines content; by ranking it based on what a user already likes. It’s time to step up the game and use content engagement as a metric. Otherwise your likes will plateau and your engagement will decline as you drift within Facebook as another meaningless brand.
Hope you can adapt.
Shaun is a Social Media and SEO/SEM consultant based in New York City and is the Editor of Social Marvels. He's also the Digital Director for CA Creative, a social media services agency for fashion and luxury brands. When he's not immersed as a social media consultant or a search marketing guy he's usually playing guitar and reading.