1

Facebook EdgeRankFacebook EdgeRankGetting the Most Out of Your PostsGetting the Most Out of Your Posts

July 2012July 2012

Presented by UMGDBridget Ferris

Social Marketing CoordinatorBridget.ferris@umusic.com

(310) 865-8658@BridgetFerris | AIM: Bridgetferris

2

The effect of EdgeRank is most obvious on fans’ newsfeeds.

Ever wonder why some older posts are above newer posts?

23 Min. Ago

23 Min. Ago

20 Min. Ago

20 Min. Ago

Why Care About EdgeRank?Why Care About EdgeRank?

3

REACH: Why the difference?“Reach is the number of unique people who have

seen your post.” -Facebook

27,976 Reached27,976 Reached 8,662 Reached8,662 Reached 6,116 Reached6,116 Reached

Why Care About EdgeRank?Why Care About EdgeRank?

What is EdgeRank?What is EdgeRank?

EdgeRank is an algorithm developed by Facebook to govern what is displayed (and how high) on the News Feed.

4

What is EdgeRank?What is EdgeRank?

5

Affinity has to do with how close of a “relationship” an artist/label and a Fan may have. Affinity is built by repeat interactions with an artist/label page.

Weight is essentially the level of interaction a piece of content gets. Think of this step as Engagement. Facebook values different kinds of engagement in the following way: shares < comments < likes

Over time, a post’s relevance decays, thus making it less important and pushing it down the feed.

6

Make EdgeRank Work For YouMake EdgeRank Work For You

Use the following steps to improve your page’s EdgeRank and get the

most out of your posts.

Step 1: Check Your EdgeRank ScoreStep 1: Check Your EdgeRank Score

7

Are your posts getting the most reach?Find out your page’s EdgeRank score

www.edgerankchecker.com

Score breakdown:0 – 6 is below average7 – 13 is average14 – 19 is above average20+ is excellent

Step 2: Refine Your Page’s Affinity Step 2: Refine Your Page’s Affinity

8

How can we help nurture that relationship?

The relationship between a fan and a page is largely organic.

Keep your page fresh so fans have more reasons to visit:• New Apps or Icons

• If you have no new apps to add, change the app icon to a different color

• Updating Cover Image• Changing the cover image every 1-2 months is a good rule of thumb.

• Consistent Posts• Posting in between release cycles will help maintain the artist’s EdgeRank score.

Do your fans have a positive relationship with your page?

Step 3: Encourage EngagementStep 3: Encourage Engagement

9

What kinds of content are most likely to get Facebook Fans to engage?

Photos are 7x more engaging than any other posts. - Wildfire Interactive

Step 3: Encourage EngagementStep 3: Encourage Engagement

10

How long are your posts?

Best Length - Posts with less than 141 characters were the most engaging across all content types.

Are you providing context for your posts?

Best Description - Posts that contain photos, video, links, etc should ALWAYS be paired with a worded description. Videos released without a caption received the worst engagement rates of all.

- Wildfire Interactive

How does the formatting of a post affect the level of fan interaction?

Step 3: Encourage EngagementStep 3: Encourage Engagement

11

6 Engaging Content IdeasAsk questions

Post fill-in-the-blanks

Post photos asking for captions

Step 3: Encourage EngagementStep 3: Encourage Engagement

12

6 Engaging Content IdeasCelebrate Today

Ask for ‘Likes’

Talk about topical events

Step 4: Adjust Your Timing Step 4: Adjust Your Timing

13

When are my Facebook Fans online?• Most Facebook shares occur on Saturday.• Shares tend to spike around noon ET.• Engagement spikes again after 11pm ET.

How often should you post?• The average post is estimated to live 22 hr 51 min.• It is recommended to post 1-3 times per day.• If you have a lot of content to share, we recommend

scheduling 3-4 hours between every post.

14

REACH: Why the difference? Now you know!

27,976 Reached27,976 Reached 8,662 Reached8,662 Reached 6,116 Reached6,116 Reached

Why Care About EdgeRank?Why Care About EdgeRank?

EdgeRank ChecklistEdgeRank Checklist

15

Check your EdgeRank score

Update the look of your page regularly

Post photos with descriptions

Post consistently – but not too much!

Keep it short & sweet

Post with the intention of getting fans to engage

16

Facebook EdgeRankFacebook EdgeRankGetting the Most Out of Your PostsGetting the Most Out of Your Posts

July 2012July 2012

Presented by UMGDBridget Ferris

Social Marketing CoordinatorBridget.ferris@umusic.com

(310) 865-8658@BridgetFerris | AIM: Bridgetferris