Most people who use Facebook don’t use much of its expansive functionality at all. Most people use it as a social network; simply view and update their wall, upload videos and photos to their profile and visit the wall of each friend and family members.
The Wall is how most people view Facebook – also called News Feed. Two parts of news feed include: Top News and Most recent. Most people are not aware that its default view is Top News and most people doesn’t change this setting.
As internet marketers, we want our content to show on the news feed section. This is all about optimizing based on the Facebook Algorithm known as “Edgerank”. In the Facebook marketing industry we call this “News Feed Optimization”.
News Feed Optimization (NFO) is creating and optimizing content to rank well in the news feeds of users whose connected with us.
The collection and integration of all these objects and edges and the many factors associated with them are what makes up the Facebook ranking algorithm called Edgerank.
Algorithms can get pretty complex, but when it comes to EdgeRank, the formula is rather simple. It figures in three variables to score postings to decide what shows up in a user’s news feed. First it considers the affinity score between the user and the creator of the edge. Second, it gives weight to the type of edge that is created, and third it considers time based on how long it has been since the edge was created. Understanding these three elements will help you to improve visibility of your company on Facebook.
Affinity is simply attraction or liking of a certain thing. The creator of the edge is a person who responds to a status update (likes, tags, comments on, or shares it with others). In a nutshell, the affinity score is based on the relationship between the viewer and the person that responds to a post. Therefore, status updates that are likable and evoke comments and sharing are prime factors in your social media marketing campaign.
The weight is related to the response that is involved. For instance, a viewer can create, comment on, like, tag, or share a post. While the weighting function has been kept pretty secret for now, it makes total sense that a comment holds more weight than a like and so forth. At any rate, any response holds value for you, the creator of a status update, because responses create an edge. The edge means more exposure for the post.
The time factor is pretty simple to understand. The longer that it has been since an edge was created, the less important it becomes. Engaging your readers with some awesome content becomes even more important. The more discussion that surrounds a status update, a not or video, the longer it will be of advantage to you.
All these factors can be researched very thoroughly and just knowing what these factors are, go a long way towards helping you make the right decision about your page and how to interact with your page visitors.
Have you applied Facebook SEO to your business page? Share your thoughts and questions in the comments box below. We’d love to hear from you!
Digital Organics is a leading Australian web design, SEO and online marketing agency. Based on the Sunshine Coast, we provide full service website development, graphic design, internet marketing, social media marketing, wordpress and mobile websites. The creative, innovative team at Digital Organics produce websites that work to Grow Your Business! Get a FREE Quote.
About The Author: Bruce Gibson is Director at Digital Organics. He has 14 years experience in Digital Marketing along the way learning Web Design, SEO, Internet Marketing, Social Media Marketing, Email Marketing and Mobile Marketing. He can be found on Facebook, Google + and on Twitter as @digitalorganics.
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