How does Facebook determine which 16% this is?
It is down to Affinity, Weight and Time Decay. I will explain what these mean below:
What is Affinity?
This is the relationship between the fan and the company posting the update. Facebook gives you a score on the strength of this relationship, and the higher the number, the more likely that person is to see your post.
What is Weight?
Different types of posts get given a different weighting, the more weight the post carries, the more chance your fans have of seeing the post. So what sorts of posts get a higher weight? From top to bottom:
· Photos and videos
· Plain text updates
Another way of getting your post weighted more highly is to encourage fans to ‘like’ and ‘comment’ on it.
What is time decay?
As a user of Facebook, your news feed always remains fresh, with the latest updates, so as posts from your company page get older, the less chance they have of appearing on someone’s timeline. So a tip here would be to look at what time your fans are most likely to be online and post then, to ensure that you get as much reach as possible. If you are posting early in the morning and your fans don’t go on Facebook until the afternoon, your post will be at the bottom of the news feed.
Having said this, if your fans do not frequently log in to Facebook, the time decay will be slower for these users, to enable them a chance to see posts.
Once fans like your page, it is highly unlikely that they will return to look at your page, with only 4% going back after initial engagement. So the only way to keep your company in their memory is by posting updates.
Considering that almost a third of user’s time on Facebook is spent looking at the news feed, equating to 2.8 billion minutes per day, why wouldn’t you post an update?
How to improve your page’s Edgerank:
- Use pictures in your posts
- Encourage your followers to like, comment and share your updates
- Post frequently, but not too frequently – once a day is perfect
- Post at the times which your audience is online
- Encourage your fans to engage more with your brand, by replying to their comments and asking engaging questions