How to Engage Fans on Facebook

How’s Your EdgeRank?

In 2011 Facebook introduced Edgerank, an algorithm that determines what shows up in

any given Facebook users newsfeed. The EdgeRank algorithm uses 3 components, each referred to as an "edge" (hence the name) to

guide what appears in users newsfeeds. These are Affinity, Weight, and Time Decay (or

timelines).

1. AFFINITY

Affinity is determined by the amount of interaction between any two given Facebook users. The more you interact with a fan, the more likely your posts will show up in that

fan's newsfeed

2. WEIGHT

Weight refers to the type of post. A share for example carries more weight than a comment,

a comment carries more weight than a Like, and a Like weighs more than a click on the

post.

3. TIME DECAY

Time Decay refers to post timeliness. Like any piece of news the old it becomes, the less

relevant and important it is, thus less likely to appear in newsfeeds.

How to boost your EdgeRank

MAKE IT PERSONAL

• Add a personal touch• Things that make you feel good• Connect to your brand

• DON'T rant about happenings that are un-related to your business.

Employ Visuals

• Visual content helps draw in and engage FB users• Research shows pictures and video INCREASE engagement by

180%

• Use pictures to attract the readers eye

• Surround by compelling interesting content.

Launch Contests

• Most effective way to increase engagement (beware of FB specific guidelines here)

• Must meet goals and objectives you have set for your contest• If goal is to measure - how will you measure

(comments/shares?)• Create "fan of the week" • Prizes can be real or virtual• Must use FB Page App

Be Funny & Be Responsive

• Comedy helps a brand connect to audience• Brands make people smile after a long day• Humour can be simple• Respond to ALL comments

Post at Optimal Times

• Consider Frequency• Discuss current events• Ask Questions, Mix up your content• Know Your Audience• Invite Subscribers• Pin Posts, and Post Ideas

In Summary

• Use Facebook to Generate Leads and customers, and boost lead conversions.

• Measure your traffic and social media effort