For anyone who has ever managed a fan page on Facebook, you know that sometimes your content doesn’t reach everyone of your fans, and other times, it appears to reach double and triple the number of fans who like your page. That’s because of EdgeRank, Facebook’s algorithm which determines what posts are displayed and how high they are displayed in the News Feed.
First, it’s important to understand that an Edge is basically anything that happens in Facebook. Examples include: likes, comments, status updates, shares, etc. Each Edge is comprised of Affinity, Weight and Time Decay and EdgeRank is the sum of those Edges.
Your Affinity score is a measurement between the Facebook user/fan and the creator of the post. If you like, comment and share a business’s posts on a regular basis, you will have a higher affinity score than someone who never engages with that business’s posts. You can increase a user’s affinity to your brand through repetitive interactions with your page and your content.
Weight is Facebook’s system for valuing Edges. Certain actions (or Edges) are more valuable to Facebook than others. For example, a share probably has a higher weight than a like.
Time Decay is simply the older the post (or Edge) is, the less valuable it becomes. Facebook uses this to keep your News Feed full of fresh, timely and relevant content.
How can you optimize your EdgeRank?
You can increase your EdgeRank score by keeping your posts short and engaging, ideally less than 80 characters. Post pictures with captions asking for comments and likes have also been proven to be effective at increasing engagement. When you ask questions in posts, be sure to place them at the end of your post.