Social Media 101: Facebook's EdgeRank Formula

Posted by Clayton Smith on August 8, 2012

“Social Media 101” is a series for social media beginners where we discuss the basics of social media marketing. Today, we examine what is arguably one of the most important content concepts in social media: Facebook’s EdgeRank formula.

EdgeRank is a ranking system designed by Facebook that determines how many of your company page’s fans actually see each of your Facebook posts. Believe it or not, the vast majority of your Facebook fans do not see your status updates, photos, videos, or links in their news feeds. Rather, the number of posts in an individual’s news feed is culled by Facebook in order to lessen the amount of social overload Facebook users would likely experience if every post from every friend and every business page posted to each person’s news feed. Researchers estimate that, on average, only about 17% of total Facebook friend and fan page posts actually appear in a user’s news feed.

EdgeRank is a mathematical algorithm that filters out Facebook posts based on three variables; Affinity, Edge Weight, and Time Decay. The more successful a post is in each of these areas, the higher its rank, and the more people will see it.

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Topics: 101, business, comment, facebook, gremlin, gremln, like, Marketing, media, post, ROI, share, social, social media, Social Media News, strategy, tag, Timeline, tutorial

Facebook Fans: The art of passive engagement

Posted by Clayton Smith on June 13, 2012

As social media marketers, we usually tend to focus on Facebook fan engagement and active interaction. And that’s a good thing, not only because each Facebook interaction spreads your social media message to a new circle of people, but also because engaged fans are passionate fans, and passionate fans are likely to become loyal customers. For many of us, the need to engage becomes so all-important that our Facebook strategies can be boiled down into a simple equation: Engagement = Success, Silence = Disaster. Because of this, it’s easy to panic if your Facebook posts go seemingly unnoticed.

But take heart! While engagement is an excellent metric for measuring social media success, silence doesn’t necessarily mean your words are falling on blind eyes.  

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Topics: analytics, Business, business, campaign, crm, dashboard, education, facebook, gremlin, gremln, insights, like, Marketing, media, network, ROI, social, social media

Staying Afloat in a Sea of Likes - 5 ways to stay relevant on Facebook

Posted by Clayton Smith on August 23, 2011

Just five years ago, Facebook was a virtual corporate wasteland. Business leaders weren’t really taking the social network seriously as a marketing outlet yet, and Facebook wasn’t trying very hard to convince them otherwise. Pages hadn’t yet been introduced, and any company wanting a Facebook presence had to create either a group or an entirely new account under a fake name, like Mr. Radio Shack, a 35-year-old male from Fort Worth, Texas whose interests included batteries, transmitters, and R/C racers.

Facebook was piling on new users faster than anyone believed possible, but despite the growing pool of worldwide consumers using the service, businesses shied away.

That’s all changed, of course. Facebook is no longer a subject of skepticism, and we’re now faced with the opposite problem; there are millions of businesses on Facebook. When you’re competing with 1.5 million other businesses for the public’s attention, you need to do a few things to stand out.

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Topics: Business, education, facebook, gremlin, gremln, like, Marketing, ROI, social media

Opening the Floodgates: How like-gating impacts the social media marketing dynamic

Posted by Clayton Smith on August 1, 2011

Last week, for our Social Media 101 series, I wrote on the topic of like-gating. Today, we’ll look a little more closely at the concept and its impact on the business-consumer relationship.

A quick refresher: Like-gating is when a company requires a Facebook user to like its Facebook page before accessing exclusive content. The benefit of this strategy for the company is easy to see. People want exclusive content, so they like the page on Facebook, thus increasing the overall number of page fans and expanding the company’s digital audience.

Every time a person likes a company on Facebook, the company’s posts flow through the person’s Facebook news feed. The more people who see the post, the more the marketing message spreads, and the higher the company’s potential ROI on its social media marketing becomes. Because of this, likes have become a serious social currency. Like-gating is one way to leverage the phenomenon—but what impact is like-gating having on the business-consumer relationship?

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Topics: Business, business, facebook, gremlin, gremln, like, like-gate, Marketing, ROI, social media, tips

Social Media 101: Like-gating

Posted by Clayton Smith on July 28, 2011

“Social Media 101” is a series for social media beginners where we discuss the basics of social media marketing. Today, we define the term “like-gating.”

Like-gating is when a company requires Facebook users to “like” its Facebook page before allowing them to access exclusive content. This is usually done by way of a welcome tab that a visitor sees upon his first visit to the Facebook page, but the like-gate can be any tab on the page and is not limited to just the welcome tab.

The term comes from the fact that the “like” button acts as a gateway to the exclusive content, hence a like-gate. However, this “like” button barrier is sometimes also referred to as a “fangate” because clicking the “like” button makes you a “fan” of the Facebook page.

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Topics: 101, business, facebook, gremlin, like, like-gate, like-gating, Marketing, ROI, social media, Social Media Education

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