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Facebook Newsfeed Optimisation

Jan 30, 2011

If you’re using Facebook to promote to or engage with your customers, Newsfeed Optimisation (getting your Fan Page in people’s newsfeeds) is something you should consider.

EdgeRank, What Is It?

EdgeRank is how Facebook determines what appears in your news feed. The higher your object’s EdgeRank, the better chance it has.

How Is EdgeRank Calculated?

Here’s how Facebook calculates EdgeRank:

At a high level, the EdgeRank formula is fairly straightforward. But first, some definitions: every item that shows up in your News Feed is considered an Object. If you have an Object in the News Feed (say, a status update), whenever another user interacts with that Object they’re creating what Facebook calls an Edge, which includes actions like tags and comments.

  • First, there’s an affinity score between the viewing user and the item’s creator — if you send your friend a lot of Facebook messages and check their profile often, then you’ll have a higher affinity score for that user than you would, say, an old acquaintance you haven’t spoken to in years.
  • Second, there’s a weight given to each type of Edge. A comment probably has more importance than a Like, for example.
  • And finally there’s the most obvious factor — time. The older an Edge is, the less important it becomes.

How Do You Optimise Your Fan Page?

From a creative perspective, there are endless possibilities but in essence, Newsfeed Optimisation is about creating lots Edges and then constantly improving the weight of each Edge.







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Gary - search, find and analyse
In 2010, we achieved full Google accreditation and had more search-related ‘can you help us?’ conversations than you can shake a USB stick at.

Search Engine Optimisation (SEO) is fundamental to the planning, building and growing of a website, simply because Google (and its competitors) wants to feature unique, useful and jaw-droppingly interesting websites in its search results.

With every development Google rolls out, the SEO landscape expands and this will continue in 2011. Instant Search and Search Suggestions now make the longtail just as important as that elusive vanity phrase. Site Previews will enable users to pick sites based on look and layout. There’s more to search than just picking the right keywords.

However, the point of greatest interest will be where search and social media meet. The websites that succeed in search will be the ones that make a positive contribution to the social graph of their online communities.

And what about analytics? Now you can track almost everything, the challenge is to ensure business decisions and strategies are based on data that really matters. So 2011’s key question won’t be “How are we monitoring our visitors’ behaviour?” It’s going to be “What are we going to do with this insight?”

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