FACEBOOK’S EDGERANK: 9 SECRET WEAPONS TO ENSURE YOUR STORIES ARE IN THE NEWS FEED
Michael “MJ” Jaindl Chief Client Officer @ Buddy Media FACEBOOK: facebook.com/jaindl TWITTER: @jaindl
AUGUST 2011
1 AGENDA
• The Facebook Newsfeed: Top News vs. Most Recent
• What is EdgeRank?
• What Factors Influence the Likelihood that Posts Appear in the Top News Feed?
• Best Practices for Optimal News Feed Visibility
©2010 Buddy Media Inc. Proprietary and Confidential 2 TOP NEWS AND MOST RECENT
©2010 Buddy Media Inc. Proprietary and Confidential 3 WHAT IS EDGERANK?
©2010 Buddy Media Inc. Proprietary and Confidential 4 NO REALLY…WHAT IS EDGERANK?
According to Facebook, EdgeRank “is based on an algorithm [that] uses factors such as how many friends are commenting on a Post to aggregate content that [a person] will find interesting. It displays stories based on their relevance rather than chronological order.”
©2010 Buddy Media Inc. Proprietary and Confidential 5 SO WHAT DOES THIS MEAN?
• Any item that appears within the News Feed – such as a status update or a video – is called an object.
• Any action taken on that object - such as a ‘Like’ or Comment – is called an edge
• The the action of creating an object is also an edge
• Each edge carries a different weight value, as does the type of object it appears on.
©2010 Buddy Media Inc. Proprietary and Confidential 6 THREE FACTORS TO INFLUENCE EDGERANK
• Affinity • How often to you interact with the post creator? • How many friends do you have in common with the post creator? • Weight • How many people have interacted with the post? What type of interaction? • What kind of content is included in the post? Photo? Link? Video? • Time • How timely is the post?
©2010 Buddy Media Inc. Proprietary and Confidential 7 A PERFECT STORM OF DATA
©2010 Buddy Media Inc. Proprietary and Confidential 8 AN ANALOGY TO THE RESCUE
©2010 Buddy Media Inc. Proprietary and Confidential 9 WHERE DOES THE WATER GO?
10
©2010 Buddy Media Inc. Proprietary and Confidential 10 BACK TO THE FORMULA
Affinity, weight, and time?
But……
©2010 Buddy Media Inc. Proprietary and Confidential 11 PACK ON THE POUNDS
©2010 Buddy Media Inc. Proprietary and Confidential 12 BACK TO THE BUCKET
13
©2010 Buddy Media Inc. Proprietary and Confidential 13 SECRET WEAPON #1: ASK QUESTIONS
©2010 Buddy Media Inc. Proprietary and Confidential 14 SECRET WEAPON #2: POST GAMES & TRIVIA
©2010 Buddy Media Inc. Proprietary and Confidential 15 SECRET WEAPON #3: INTERACT WITH FAN ENGAGEMENT
©2010 Buddy Media Inc. Proprietary and Confidential 16 SECRET WEAPON #4: INCORPORATE WALL SAPPLETS
©2010 Buddy Media Inc. Proprietary and Confidential 17 SECRET WEAPON #5: INCORPORATE RELEVANT PHOTOS
©2010 Buddy Media Inc. Proprietary and Confidential 18 SECRET WEAPON #6: RELATE TO CURRENT EVENTS
©2010 Buddy Media Inc. Proprietary and Confidential 19 SECRET WEAPON #7: INCORPORATE VIDEOS
©2010 Buddy Media Inc. Proprietary and Confidential 20 SECRET WEAPON #8: CONTENT FOR TIME SENSITIVE CAMPAIGNS
©2010 Buddy Media Inc. Proprietary and Confidential 21 SECRET WEAPON #9: INCLUDE LINKS
©2010 Buddy Media Inc. Proprietary and Confidential 22 QUESTIONS?
©2010 Buddy Media Inc. Proprietary and Confidential 23 THANK YOU! MICHAEL“MJ” JAINDL CHIEF CLIENT OFFICER @ BUDDY MEDIA
FACEBOOK.COM/JAINDL TWITTER: @JAINDL EMAIL: [email protected]
24