These days, just about every PR campaign includes a Facebook page. For maximum exposure, brands covet the top spot of a fan’s “Top News” feed. But how to make sure that you end up there rather than way down below the vacation pics posted by your old high school buddy?
In today’s guest post, Constance Aguilar, social media specialist at Nevada-based Abbi Public Relations, gives us a few tips about how to edge out EdgeRank and rise to the top. Click through for more.
6 tips to increase your Edgerank by Constance Aguilar, social media specialist, Abbi Public Relations
The Facebook algorithms that dictate the selection of postings that make it to the coveted ‘Top News’ section were, until recently, a mystery to us. But Facebook posted a few tips last year, and countless articles, white papers, and studies have been published. So EdgeRank is no longer the Holy Grail of the social networking.
For a quick breakdown, remember these things: everything posted to the news feed (a status update for example) is an object. When that object is engaged (shared, liked, commented) that action gives the object an edge. The edge looks at key components to determine the placement of the object in the news feed. If you interact with the person who interacted with the objected often, the chances of you seeing it is higher. Comments carry more “weight” than likes; pictures and video, more than text. And of course, time is a key factor– if it’s old then it’s irrelevant, both to us and Facebook.
Here are a few tips and tricks to help you conquer Facebook’s way of “organizing” things and accomplish the one thing we all want: to come out on top.
Ask your questions. Questions engage, offer a soapbox, and receive comment replies. Therefore, you have a better chance of getting to the top of the news feed.
Keep in mind you want your content to work for you. Ask questions about your business; about a new product, a concept you’re testing, or suggestions on new developments. You don’t have to reveal “secrets.” But building your audience into your plans also builds a sense of connection and trust between your business and your customer.
Engage your audience’s intellect. Takes tip #1 to the next level; if you give your customers a chance to answer trivia questions you’re giving them an opportunity to show off their brainiac skills. And you gather responses, which increases your news feed top placement. People are brought into your company’s conversation in a unique, fun, and interactive way, and in turn you get much deserved attention.
Use simple offerings to reward your customers and increase Facebook and word-of-mouth sharing. Post an exclusive Facebook fan coupon and hit all the targets. It encourages sharing, increases the number of fans because people want in on your special offerings, and also gets people talking about how great your business/brand is outside of Facebook. All of this interaction is key to landing on the top of the news feed.
IMAGES. Facebook has assigned more rank weight to photos than text, so posting a photo challenges the algorithm and boosts it up amidst standard updates. Images are great ways to get your fans excited. Post pictures that give your business a personal touch– employees at work, the first peek at a new product, or anything that allows the customer to express their connection with what’s in the picture. Always remember: a picture is worth 1,000 likes.
The most important and commonly overlooked idea is to keep conversation flowing. Don’t leave comments from customers hanging. You can climb EdgeRank if you feed the conversation and keep the customers talking. The longer the conversation thread, the higher EdgeRank puts the post. Again, you’re also building a connection and a sense of trust between your business/brand and your fans. Social media mission=accomplished.
Before posting, always remember to put yourself in the customer’s shoes: What would you want to see and respond to? If you wouldn’t care, they probably won’t either. Using the above tips can work to your advantage, if you first let them work to your customer’s advantage.