Consumers benefit from more interesting and engaging posts. Businesses, on the other hand, realize their fan base is not seeing everything it posts. In fact, only 16 percent of the posts from the brand’s page actually reach its fans, but taking a few actions can reach even more.
First, let’s take a look at how the algorithm works. The algorithm seems complex in nature when you look at
it, but it’s essentially the sum of the activity that takes place on Facebook such as updates, comments, likes and shares. Each activity, or edge, is assigned its own affinity, weight and time decay.
The affinity indicates how close a viewer is to the creator of the Facebook content. The metric assesses your interaction with posts. Each activity has its own weight, so the metric looks at what’s uploaded and the increase or decrease of it. For instance, commenting is a more involved activity compared to a “like;” therefore, it’s considered more valuable. Last, each edge has a time decay. As the edge or activity gets older, its time decay decreases in value; its reach is less.
Not too long ago, third party application developers, such as Hubspot and Hootsuite, had some issues with Facebook Edge Rank Checker. They believed that they were penalized. The developers noticed that they were receiving fewer “likes” compared to a person who manually puts in the content on the Facebook site. Facebook checked out the claims and announced that all the bugs were fixed. The founder of the Edge Rank Checker, Chad Wittman suggested in B2B the reason why some third-party developers received lower engagement is because they generated too much content and some of it the content wasn’t interesting. Yet, some experts have advised not overusing the third party applications on the Facebook platform and updating directly on Facebook.
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