Number of the Month: September 2012
Why is EdgeRank so important for successful Facebook marketing?
Ever more companies are integrating social media into their digital marketing strategy. A recent study by InSites Consulting points out that 60% of the Belgian companies are present on Facebook, the top social media site with 4,7 million registered users in Belgium alone.
With greater popularity comes of course bigger competition for the consumers' attention. Visibility is therefore an important aspect of Facebook marketing and key to all marketers. But don’t be mistaken… Having a large number of fans may sound great, but it does not necessarily boost your visibility. Not all of those fans will get to see the postings on your page. Actually, Facebook revealed earlier this year that the average post on a brand page only reaches 16% of fans!
Surprised? Think about it: with the tremendous number of photos, status updates, comments and other stories posted every single minute on Facebook, one needs to find a way to prioritize content. So, just as Google’s PageRank is providing users with the most relevant search results, Facebook is using the EdgeRank algorithm to determine which content is going to be shown in users’ Newsfeeds.
In a nutshell, EdgeRank examines a user's engagement with any posted content in order to rank future content appearing in the user's feeds. You have most probably seen this much-talked-about formula made of 3 variables: affinity, weight & time decay. But if you’d like more detailed information on the working of the algorithm, I would recommend you read a recent Econsultancy article “Facebook Edgerank: what marketeers need to know”.
And even if Facebook is making paid tools such as ‘Reach Generator’ or ‘Promoted Posts’ available to page owners in order to reach more of their fans, I believe EdgeRank remains an important focus point for successful Facebook marketing campaigns, not to mention the creation of relevant & engaging content.