content marketing strategies conference: bill flitter how to leverage facebook's newsfeed...
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The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.TRANSCRIPT
How to Leverage Facebook's Newsfeed Algorithm
by: Bill Flitter CEO/Dlvr.it
Agenda
Dissecting EdgeRank
Secrets to Improve Your EdgeRank
1.
2.
Dissecting EdgeRank1.
Should We Even Care?
Dissecting EdgeRank1.
600M Facebook Users• Clicks ‘Like’ Button 9x/Month • Writes 25 Comments/Month• Fans 2 Pages/Month• Is a Member of 12 Groups• Spends 55 Minutes/Day
Dissecting EdgeRank1.
What is EdgeRank?
Dissecting EdgeRank1.
EdgeRank is to Facebook as PageRank is to Google
Dissecting EdgeRank1.
EdgeRank scores each and every piece of content in your News Feed
Dissecting EdgeRank1.
High EdgeRank = visibility Low EdgeRank = darkness
Dissecting EdgeRank1.
EdgeRank Formula
• Affinity: how often a fan views/interacts with your page & vice versa
• Weight: total ‘likes’ + comments
• Timeliness: more recent a post, higher it ranks
Dissecting EdgeRank1.
2 Flavors of the News Feed
• Top News: the most interesting content posted by friends (default view)
• Most Recent: sometimes referred to as the ‘live feed.’ actions of your friends in real-time
Dissecting EdgeRank1.
Top News: 60% or 400M members see this view
Dissecting EdgeRank1.
Most Recent (live feed): 98% of updates appear in this view
Dissecting EdgeRank1.
Most Recent (live feed): Default setting in Facebook Mobile used by 200M members
Dissecting EdgeRank1.
Facebook Mobile users are twice as active as website users
Dissecting EdgeRank1.
Facebook Groups: Updates don’t appear in Most Recent or Top News Feeds
Dissecting EdgeRank1.
The Older the Wiser: Established pages hold more weight than newly created pages
Dissecting EdgeRank
Agenda
1.
Secrets to Improve Your EdgeRank
2.
Secrets to Improve EdgeRank2.
How does your content get visibility on Facebook?
Secrets to Improve EdgeRank2.
ERO is the new SEO
Secrets to Improve EdgeRank2.
Maximum Exposure: Brands should create a Page (vs. a Group) to maximize visibility in News Feed
Secrets to Improve EdgeRank2.
Engage with Fans• The more you are engaged, the higher the
EdgeRank• Follow your fans’ friends• Tag people in posts and photos using ‘@’
sign before the person’s name or business - name drop
Secrets to Improve EdgeRank2.
They like me, they like me not… Add the ‘Like’ button to your website to pick up more fans
Secrets to Improve EdgeRank2.
Roll out the Red Carpet… Customize the welcome page and try to convert users to ‘likers’
Secrets to Improve EdgeRank2.
Post Ideas• Start a post with a question• Try “fill in the ____” posts
• Ask for comments and likes
Secrets to Improve EdgeRank2.
The Daily Beast ExperimentOne month experiment with Facebook’s News Feed
Secrets to Improve EdgeRank2.
Findings: Having friends who stalk you WILL help your popularity
Action: Promote your Facebook page outside of Facebook to bring attention to your content inside Facebook
Secrets to Improve EdgeRank2.
Findings: Comments increasevisibility within friend’s feed
Action: Encourage comments - start posts with questions, try fill-in-the blank statements, create compelling content
Secrets to Improve EdgeRank2.
Findings: Links trump status updates
Action: Auto-distribute your blog posts or, curate relevant content - become a publisher and an editor
Secrets to Improve EdgeRank2.
Summary • Promote your Facebook Page
outside of Facebook• Encourage comments• Schedule content regularly
Secrets to Improve EdgeRank2.
Vitrue Research Reviewed 32,000 Posts viewed by 40M Facebook Fans over 3 Months
Secrets to Improve EdgeRank2.
A Picture is Worth a Thousand Words:Post with photos receive highest weight and engagement (22% more engagement than video) followed by videos, links, status updates
Secrets to Improve EdgeRank2.
Early Bird… Content posted before noon gets 65% more engagement than posts after noon
Secrets to Improve EdgeRank2.
TGIF… Friday posts generate the most engagement while Saturday and Sunday posts have the least engagement (Monday & Tuesday are only slightly behind Friday in terms of engagement)
Secrets to Improve EdgeRank2.
Summary • Create Pages (vs. Groups)• Participate with Fans • Schedule posts with photos on
Friday before Noon
Secrets to Improve EdgeRank2.
Time will tell… Only thing that is constant is change
AppendixA.
Sources: • Mashable Facebook Factbook
http://mashable.com/2010/02/10/facebook-growth-infographic/
• Virtue - Anatomy of Facebook Post whitepapgerhttp://vitrue.com/blog/2010/09/21/anatomy-of-a-facebook-post-vitrue’s-data-behind-effective-social-media-
marketing/
• The Daily Beast http://www.thedailybeast.com/blogs-and-stories/2010-10-18/the-facebook-news-feed-how-it-works-the-10-biggest-
secrets/
• Mari Smith - Tools to Measure EdgeRankhttp://www.marismith.com/tool-tracks-your-facebook-edgerank-score/
• Social Media Biz - How Facebook News Feed Workshttp://www.socialmedia.biz/2011/02/07/how-facebook-news-feeds-work/