mastering facebook edgerank
DESCRIPTION
Do you struggle to make sense out of Facebook's Edgerank? Annalise Kaylor, Director of Social Media at Intrapromote, cracks the code in her presentation "Mastering Facebook Edgerank." Learn the ins and outs of fan engagement that's actually meaningful on Facebook.TRANSCRIPT
Mastering Facebook Edgerank@ANNABELLEBLUE @INTRAPROMOTE
What is Edgerank?
Edgerank is the algorithm used by Facebook to determine which content shows up in a News Feed how often, where, and when.
In other words, it determines everything.
Building It Won’t Make Them Come
950 million people use Facebook.
40% of the time people spend on Facebook is
within their News Feed.
Source: comScore, June 2012
Where the Action Happens
Source: Facebook internal data, August, 2012
Your CompetitionIT’S NOT WHO YOU THINK IT IS
Edgerank
Organic Placement
Organic Placement
Organic Placement
Organic Placement
Seduce Your Audience a Bit
• Use a strong call-to-action
• ASK your fans to share, comment, or like a post
• Gently nudge participation
• Interact in the comments, and “like” comments when you can
STRATEGIC PLACEMENT OF “ENGAGING” CONTENT
Get Them to CommitBy placing the “Caption This” post a few days prior to a marketing message, we manipulate Edgerank and increase the number of fans and friends of fans who will see the marketing message.
July 18, 2012 July 19, 2012July 10, 2012
Prove You’re Worth It
Fan Exclusives are one of the most popular reasons people choose to “like” a brand on Facebook.
Not All Edges Are EqualPHOTO POSTS ARE 7X MORE ENGAGING THAN STATUS POSTS
Not All Responses Are EqualCOMMENTS HAVE 4X WEIGHT OF LIKES
Making the Most of Time
OUTSIDE HOURS
Posts made outside of business hours garner up to 20% higher response rates
WEEKEND WARRIORS
Posts made on the weekends generate up to 16% more responses from fans
CAPITALIZE ON EMOTION
On-brand posts relating to timely, current news or events creates a ripple effect.
Best Practices VALUE. VALUE. VALUE.
Fans will continue to engage with you when you provide them with consistently valuable content. 80% of your posts should NOT be marketing messages.
COMPETE AGAINST YOURSELF FIRST
Fan Count numbers mean nothing if fans never want to talk with you.
FEED EGOS
Make your Facebook property about your fans and the experience your brand or product provides for them.
Best Practices DATA. DATA. DATA.
Facebook Insights is a free, easily accessible tool that will tell you almost everything you need to know about your fan base and of what they are capable.
1% OF EVERYONE’S JOB
Marketing should not own your social media channels.
SHED THE FEAR
Test ideas by geo-targeting posts.
Don’t be afraid to try things that may not work.
If you’re transparent, your fans forgive.
Don’t Beat It. Impress It.
Contact Intrapromote
www.facebook.com/intrapromote
@annabelleblue | @intrapromote
http://www.intrapromote.com/contact/
866.570.1785