Did you know there’s an algorithm Facebook uses to determine which stories show up on your newsfeed?  An even more shocking discovery may be that an average of only 16% of company fan page posts are actually seen by their fans. The best way to combat this stat is to utilize Facebook’s Edgerank algorithm and grab the bull by the horns.

There is no possible way to check your business’s Edgerank score because Facebook withholds the rights to that information. What we do know, however, is what in fact determines your score. The three determining factors include: Affinity Score, Edge Weight, and Time Decay. Though you may not realize it by their “fancy” names, these factors are consistent with what some consider being the “best practices” of Facebook marketing.

1.)    Affinity Score:

Your Affinity Score is calculated by the interactions you make on Facebook. Some of these actions include: friending, liking, commenting, sharing, tagging, or even clicking a link on another user’s page. It is important to note that not all of these actions are weighted the same when it comes to Facebook measuring your score. The more involved you are with an interaction the more weight it carries with your Affinity Score; for instance: comments are worth more than likes, and likes are worth more than clicks (Edge Weight). Also take note, the more times you interact with a person, the higher your Affinity Score will be with them; meaning, the more likely you are to show up on their newsfeed. If you stop interacting with a user, over time, your Affinity Score for them will begin to drop (Time Decay). Similar to the real world, as you stop connecting, you become less relevant in their Facebook lives.

2.)    Edge Weight:

Edge Weight refers to the amount of pull each Facebook action has when it comes to landing on someone else’s home page. For instance, if I comment on a page, it is more likely to show up on another friend’s news feed than if I simply liked it. The more engaging a post is, the higher it’s Edge Weight will be. Pictures and videos carry a higher Edge Weight than comments and links. Newer Facebook features carry higher Edge Weights because Facebook wants to promote their new service to the masses. Do you notice how flooded your newsfeed is with Instagram pictures?

3.)    Time Decay

As your stories get older, they lose traction; therefore, your Edgerank will drop. Similar to a Klout Score; Edgerank is a running formula that generates analytics from your Facebook page 24 hours a day, 7 days a week. Another determining factor for Time Decay includes how often a user signs onto their Facebook account. This includes the longevity in between log-ins, and the frequency in which you do so.

 

The stories you see on your newsfeed are the ones that have the highest Edgerank. By building it, your stories will reach more users by out ranking your opponents. Give yourself an advantage and utilize this knowledge.