How to Increase your EdgeRank

Michael Bergbauer - November 28, 2011

Here’s a trend you’ve probably participated in: you “like” a company’s page on Facebook, then you never return to that company page again. Unfortunately, it’s a common trend that likely happens on your own company page. If these users never visit your page again, how can you interact with them?

The answer is to increase your EdgeRank. Facebook users rely on their newsfeed to supply them with new content. EdgeRank is the algorithm that Facebook uses to prioritize posts in a user’s newsfeed.

Every piece of content you produce on your company page is assigned a score in EdgeRank. The higher the score, the more likely you are to appear in users’ newsfeeds, which in turn increases the chance that users will interact with your company’s page. EdgeRank scores are determined by three factors:

Affinity – measures how often a user and his/her friends interact with the content your company’s Facebook page produces. Your Affinity score will naturally increase as your page collects more likes and users interact with your content. To increase Affinty faster, post updates to your company pages that request comments or interaction from your users.

Time – measures the age of your posted content. The freshest content receives the highest time score.

Weight – measures the type of content you’ve posted. Different content types each receive different Weight scores – which are even further narrowed based on user behavior (e.g. for a user who interacts with a lot of pictures, EdgeRank assigns higher Weight scores to picture posts, which in turn appear more frequently in said user’s news feed). In light of that, Weight score will always vary, so it’s a good idea to produce a variety of different types of content.

Knowing how Facebook’s EdgeRank algorithm works is fundamental for getting your content in front of users, and in turn, getting them to interact with it.