What is EdgeRank? Let’s start by establishing what it isn’t… It’s not voodoo, it’s not out to get you, and it’s not trying to cost you your job as social media manager. EdgeRank is the algorithm that Facebook came up with to determine the relationships between people, how they interact, and which content from each other they’d most like to see.
If you’re running a brand page on Facebook, you no doubt come up against the monster that is EdgeRank every day. If you’re curious about your EdgeRank you can get a pretty good idea of it when you post – if you have 2000 fans, and your posts are only seen by 36 people, you’re in trouble.
But don’t worry! Here’s how you can fix it…
1. Post Consistently. This doesn’t mean constantly, or even frequently, some of the best pages post only once per day, but the important thing is to establish your own routine, based on your demographic. I’ve seen some advice that says you should post every hour and 20 minutes, as this is the half-life of a Facebook post. I would estimate it would take two hours and 40 minutes to start losing fans using this method – no one wants to see that much of you, and you’d struggle to come up with consistently engaging content.
2. Make it engaging. As much as we all hate seeing the “like if you’re human”, “share if food keeps you alive” practice – it works. A good call to action is what makes things engaging. I could post a link to this article: “There Really Is a Smartphone Inside ‘EW Magazine’ [VIDEO]“, but without following that with a question, I’m not inviting my followers to tell me what they think.
3. Photos Photos Photos. Pinterest has proven that we’re visual people. Photos are more engaging, and they’re easier to share. This can be a great way to push your blog posts, as you’ll have more to hook your reader in that just you headline. You can accompany them with text, or you can overlay them with text – just make sure you’re optimising them for social media, otherwise
4. Keep your text short and sweet. If you want to write an essay, do it on your blog, or in the notes section. Keep your posts short and simple if you want people to share them. According to a recent study by vitrue, there is an optimum length for a Facebook post, and the longer you rabbit on, the less you’ll engage your audience.
5. Promote your posts. If you’re struggling to get off the ground and target your posts, this can be a great way to get the ball rolling. For a brief idea of pricing, I recently promoted a post for £100 – this got us a reach of 25,000 and 450 targeted interactions. One of these interactions quickly became a big fan, and sparked an increase in our reach by 88% in only 1 week.