Gaining the Edge on Facebook’s EdgeRank
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Transcript of Gaining the Edge on Facebook’s EdgeRank
How to Keep Your EdgeMastering EdgeRank & Maximizing Facebook
ExposureFebruary 2013
Facebook Page Objectives
EdgeRank Overview
Recommendations Tactics
Agenda
Facebook Page Goals & Objectives
Facebook Page Strategic Goals What is our strategic goal for executing a Facebook strategy?
Influencing brand perception? Customer service? Dialog? Thought leadership? Drive direct actions?
Sample Facebook Page Metric Objectives
Increase volume of page “likes” by at least 1% month over month
Increase engagement rate to be between .80-1.00% or higher month
over month
Increase the number of “likes” within the target demographics by at least 2%
month over month
EdgeRank Overview
Simple, Right?
•How much “edge” do you share with another Facebook page? EdgeRank is a one way unique relationship based on shared connections and interactions.
Affinity
•The more involved an action the higher the weight. Photos used in updates are higher than text status updates. Comments are higher than Likes. Clicks may have little to no EdgeRank.
Weight
•Fresh content wins.Time
How is EdgeRank Calculated?
How to create Edge Shared connections creates “Edge”
Affinity
Bill likes running, fishing, boating, Toyota Trucks, SEO, Bon Jovi, Quaker Steak and Bell’s Brewery
Rob likes fishing, Jeeps, SEO, Bon Jovi, the Pittsburgh Steelers, Quaker Steak, the Pittsburgh Pirates and Game of Thrones
Tommy likes running, Ford cars, SEO, Miles Davis, the Pittsburgh Pirates and all things Buckeyes Football
Interactions refine Edge Affinity is a one-way measurement based on interactions
with objects
Affinity
Bill likes running, fishing, Toyota Trucks, SEO, Bon Jovi, Quaker Steak and Bell’s Brewery
Rob likes fishing, Jeeps, SEO, Bon Jovi, the Pittsburgh Steelers, Quaker Steak and Game of Thrones
High Edge
Low Edge
Weight
If it takes a lot of time and keeps someone on Facebook, it’s more likely to be heavy
Uploading a photoSharingCommentingLikingClicking
Time
Fresh content wins When news breaks.. On a global or personal level, fresh
content can beat out weighty content
EdgeRank depends on ratios
Pages with high “Likes” should have a corresponding number of high interactions. If “Likes” increase and
off-page clicks increase, you lose EdgeRank.
That is, a page with rapidly growing “Likes” should show an increase in “weighty”
interactions.
Increasing “Likes” and off-page clicks negatively impacts EdgeRank.
EdgeRank Assumption
Sample EdgeRank Analysis
Recommendations
To improve EdgeRank, focus on tactics that will not only grow your audience but also encourage engagement with your page.
Tactics include: Clearly segmenting audiences Developing content themes Identifying optimal posting frequency & timing Leveraging unutilized real estate Utilizing targeting features
Overview
Moms Women, aged 35-64 Mothers to children 8+ years of age
Technology Professionals Fans of Cisco Targeting geographic locations
Caregivers for Diabetics Fans of American Diabetes Association Fans of Glucerna Women with Baby Boomer parents
Clearly Segment Audiences
Moms Maintaining your health, fitness, & safety so you can better take
care of your family Maintaining the healthy, fitness, & safety of your child athletes Battling back-to-school germs
Technology Professionals Innovation, funding and events Five Myths of the Cloud
Caregivers for Diabetics Tips on cooking for Diabetics Information on clinical trials and research How to have a happy social life and be a great caregiver
Develop Content Themes
Note the blend of timely and evergreen content
Mindful Mom Monday Happy Mindful Mom Monday! Concussions are a very real fear for moms of active
children. Do you make your child wear a helmet when riding a bike? What’s your take on helmet safety?
Tech Tuesdays Minimize the risk of outsourcing with these five strategies. How likely are you to
outsource software development and support in 2013? Take Time for Yourself This Weekend
As caregivers, we need to make sure we do our best to recharge. If you had your choice of a 3 mile run, a movie at home night or dinner with an old friend, which would you choose?
Develop Content Themes
Test, test and test. There is no perfect posting frequency or time, it varies by audience.
In an effort to reach all audiences and touch upon all content themes, an ideal number of posts would be ?? per week
All posts should be sent our between the hours of x – y to solicit maximum engagement
Posting Frequency and Timing
Update cover photo frequently to drive engagement More audience/consumer/patient-focused Organize photos by audience centric categories (think “Living
with Arthritis” NOT “Meet our Doctors”) Utilize testimonials to demonstrate value with an audience focus Build custom Facebook apps to drive interactions (appointments
and referrals) Contact forms Calculators/Cosmo-quizzes/Symptom Checker Submit Your Story – Especially for any organization with an
emotional appeal… and almost anything can have an emotional appeal.
Leverage Unutilized Real Estate
Post targeting allows you to reach specific segments of your fan base in order to improve engagement and allow users to see content relevant to them For example, content directed at our Mom audience will be
targeted specifically toward them.
Utilize Targeting Features
Understand the basics of EdgeRank Don’t drive fake Fans or fake engagement Stack the deck in favor of real engagement, no matter how
much you want to talk to everyone.... Tell yourself it is good to focus!
Keep Your Edge!