October 26, 2010:
Brian Haugen, Interactive Marketing Strategist
Facebook is always advancing the way it evaluates content. Getting your social media content in front of the right audience isn’t far from getting your resume in front of a hiring manager. It has to be relevant, timely, and most of the time you may feel like you’re a borderline annoyance.
The good news for you Type A people is that Facebook has actually generated a mathematical formula to determine what makes it into the news feed. News of the EdgeRank formula made quite a splash at Facebook's f8 conference. The experts at TeachtoFish Digital can give you an inside look at the exact equation and break down some of the terminology.
What This Means to You
Facebook's EdgeRank news feed optimization has created a system that demands frequent and consistent interaction. If your content is not commented on, liked, and posted often, its EdgeRank score is probably circling the drain. But if you frequently post relevant and response-warranting content, you're more likely to show up in the news feed.
How to Relevantly Increase Your News Feed Presence
There are two kind of facebook feeds: the live feed and the news feed. The live feed posts events as they occur. The news feed is made up of what the EdgeRank formula picks out of your connection's profiles. The more you engage with a certain profile/person, the more likely it is that their updates and activities will end up in your news feed.
This is Facebook’s way of saying, “I see that you comment on National Bank's status updates often, here’s a link they just shared.” Consultants at BrandGlue estimate that about 1 in 500 updates make it into the news feed. So if you only update your status once a week or once a month, you’re less likely to make it out of the bottom of the pile. Similar to a lottery, the more entries you have, the more chances you have to “win."
You might have heard this tip before, but creating a social media editorial calendar can really help you stay on track. If you widen your content subject matter, you create more opportunities to reach previously untapped audiences. By mapping out your social media content, you can create a clear strategy for engagement with your customers effectively.
This blog post was originally published on the Priority Blog at priorityresults.com/blog. Priority Integrated Marketing is now BlueSpire Strategic Marketing.