Ever wondered how Facebook always seem to know what´s best for you, and how to target you for those ads just you want? If this algorithm (left) is clear to you, then you can stop reading now. If not, here’s how to decipher this important calculation.
The method has been dubbed “Facebook's Edge Rank”, and is an algorithm that determines what content appears in users' news feed. An Edge is basically everything that "happens" in Facebook. Examples of Edges would be status updates, comments, likes, and shares.
Facebook looks at everything published - status updates, links, images, video etc. - as "objects." Each object then receives an over-all point-ranking (an EdgeRank if you may), determines whether the object will be displayed in the user's personal news feed. An object's EdgeRank is based on several factors, where only three factors are officially known: the relationship between the creator and the user, the interaction with the object (how many likes, comments, etc.) and immediacy (time-decay parameter).
Affinity: is a one-way relationship between a User and an Edge.
Weight: is a value system created by Facebook to increase/decrease the value of certain actions within Facebook.
Time-Decay: refers to how long the Edge has been alive; the older it is the less valuable it is.
Objects with high EdgeRank appear in the "Top News" feed. Objects with low EdgeRank may not appear at all. Unlike Google's PageRank, which remains the same from user to user, each EdgeRank is based on the individual Facebook users who may (or may not) see the object in their news feed.
If a Brand generally has low EdgeRank objects, then the Brand's updates will be seen by less people. This means that their Facebook marketing budget is less effective than it could be. Brands that are succeeding with high EdgeRank objects are leveraging their Facebook budget by multitudes. The difference between leveraging and being punished by EdgeRank is substantial, and your brand will ultimately be judged by your ability to engage your content. Some Brands have natural success such as the NBA and NFL due to their media rich content, and highly engaged audience.
Tracking your EdgeRank is vital to anyone who wants to run a Facebook marketing campaign, since it is probably the only way to get an actual reading on the campaign’s penetration. Combining EdgeRank with a strong Analytics monitoring will yield a successful Facebook campaign!
Heres a quick tutorial:
Weight: is a value system created by Facebook to increase/decrease the value of certain actions within Facebook.
Time-Decay: refers to how long the Edge has been alive; the older it is the less valuable it is.
Objects with high EdgeRank appear in the "Top News" feed. Objects with low EdgeRank may not appear at all. Unlike Google's PageRank, which remains the same from user to user, each EdgeRank is based on the individual Facebook users who may (or may not) see the object in their news feed.
If a Brand generally has low EdgeRank objects, then the Brand's updates will be seen by less people. This means that their Facebook marketing budget is less effective than it could be. Brands that are succeeding with high EdgeRank objects are leveraging their Facebook budget by multitudes. The difference between leveraging and being punished by EdgeRank is substantial, and your brand will ultimately be judged by your ability to engage your content. Some Brands have natural success such as the NBA and NFL due to their media rich content, and highly engaged audience.
Tracking your EdgeRank is vital to anyone who wants to run a Facebook marketing campaign, since it is probably the only way to get an actual reading on the campaign’s penetration. Combining EdgeRank with a strong Analytics monitoring will yield a successful Facebook campaign!
Heres a quick tutorial:
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