Tag Archives: Facebook EdgeRank

Did Facebook’s change in EdgeRank really affect Reach?

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I’ve read many articles in the last month from trusted resources in Social Media marketing that suggest Organic Reach has declined. Some argue that only a small sample of Facebook Business Pages were looked at, and so a correct analysis cannot be proven. Well, I suggest looking at your own data and seeing for yourself. Numbers do not lie my friends.

Since Facebook made their changes to EdgeRank on September 20th, I compared data from August 1st – August 31st vs. October 1st – October 31st. I took the average of the posts for those months using data I directly exported from Facebook. This is the data I compared for those dates:

In summary: it does not appear that EdgeRank has had a significant impact to our Facebook Business Page, or that Reach has decreased. The biggest change in the data above is Total Impressions, I would like to attribute this to EdgeRank but I also need to factor in my 35% decrease in ad spend for the month of October.

However, my eyes do not lie, and I do know that I have seen less likes and comments per post since September 20th. As of today I can not prove that reach has declined, but tomorrow may be another story.

If you would like to learn more about Facebook’s EdgeRank changes I’ve posted links to many helpful articles below. What do your numbers tell you?


EdgeRank Checker:
→The only new revelation is the increase in the weight of Negative Feedback.

→So to determine if any given Page post shows up in the news feed, Facebook looks at four main factors.

SocialMedia Today:
→In plain English, basically if a post has lots likes and comments it will be shown more than posts that don’t have lots of likes and comments.

How to beat Facebook’s EdgeRank

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Over the past few weeks, I’ve heard increased rumblings around Facebook’s new EdgeRank algorithm. Yes, I can thank Mark Cuban for raising the awareness, but I was first alerted to it two weeks ago when visiting a client. From August to October (Edgerank changes took place in September), their data looks like the following:


Guess who pays $0 in Facebook Ads? It shouldn’t matter, since users “like” the page to get updates and share content, right?

Well, let’s review some facts:

• Your post on Facebook WILL NOT reach all of your fans
• Facebook believes their algorithm (called EdgeRank) will do a better job of providing content that each user wants, rather than allowing each user to opt in themselves (liking a page is fairly irrelevant)
• The only way to get your posts to persist is to pay (remember, their ticker symbol is FB)

I could go on about the “user experience”, but my last name isn’t Zuckerberg, so it makes no difference. But don’t worry Barracuda Networks and Newcastle, I still love seeing the same stale posts that you promote (and I still don’t like your page).

So What’s The Solution? This chart below shows that “smaller pages” actually reach a higher percentage of their fans.

So how do you get “smaller pages”? Start by defining what segments of your business make sense for having their own pages. Do you have multiple brands? What about multiple storefronts? Creating and managing a Facebook Page for each location or brand makes your content more relevant to that audience. More relevance leads to more engagement, which means users will see more posts from your company according to the new manner in which EdgeRank operates.

How are you currently beating Facebook’s new EdgeRank?


TANSTAAFL and other Facebook EdgeRank tales

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The acronym for “There ain’t no such thing as a free lunch . . .” rings true for a reason. Because there ain’t.

What about the idea that companies would have the opportunity to engage their consumers directly, and at no cost?

Consider: Facebook provides brands the opportunity to post to a fan page. That post is presented directly to fans in their News Feed. A direct marketer’s dream. Almost sounds like a free lunch.

But . . .

Facebook employs a well-discussed, and still mysterious, technology called EdgeRank. Find a good description by “Inside Facebook” here. The key part is:

EdgeRank is the algorithm that determines what items populate your News Feed. With all the friends people have and pages they like, most users would be overwhelmed to see all of the activity generated by these connections. Facebook, therefore, assigns a value to every possible story that could end up in the feed. This value is based on affinity, weight and time.

I added the emphasis on the only inputs into EdgeRank: Affinity; Weight; and Time.

Affinity is an attempt to quantify the importance of the content to each individual fan; weight recognizes that some types of content are more engaging (presumably rich links or photos are more attractive than text) and should be ranked higher; and time is . . . time.

So, it seems that Facebook will tend to deliver brand content . . .

  • To enthusiastic fans, even if the content appears a bit dull and some time has elapsed;
  • To all fans if the content is exciting and new;

but, once content is posted, every minute that goes by works against a brand’s effort to accommodate EdgeRank’s filter.

Even more troubling, we need to face up to the fact that not all fans are rabid brand ambassadors. And, not all content posted makes hearts race. So, time works against us even more.

Can we fight back? Yes. But, TANSTAAFL!

We believe Facebook’s Sponsored Stories are a great answer. And, while not free, these ads can be little dynamos! Think of Sponsored Stories as your best weapon against the time bomb ticking away inside EdgeRank.


- Jon Victor, CEO Engage121