Facebook EdgeRank is the sum of each Edge’s Affinity x Weight x Time Decay.

An Edge can range from Creating a Post to Sharing a Post. As an object within Facebook receives interactions it becomes more likely to show up in the news feed.

This relatively straight forward algorithm can lead to complicated results.

Understanding EdgeRank and leveraging it to your advantage is vital for brands to see success on Facebook.

Here are 5 things about EdgeRank you did not know:

1. The typical post reaches only about 17% of your fans

Many executives take a quick look at their fan count and cite that as their reason for success or failure. In reality, creating engagement (shares, comments, and likes) is much more important as it will create greater exposure and higher click through rates.

However, a typical post created by a page only reaches about 17% of their fans. Multiple Posts a day can help increase this number for the total each day.

Pages that leverage EdgeRank to their advantage can actually reach many more of their fans. By extremely leveraging EdgeRank, pages can actually reach past their fan base and into their fans’ friends feeds. This is the power of understanding and leveraging EdgeRank.

2. A Facebook post typically lives for about 3 hours

For most Facebook admins, each strategically placed post will only live for about 3 hours. Each individual Facebook page has a different average post lifetime, but understanding this can help to achieve a deeper understanding of time decay.

Waiting for your last post to die is important so that engagement is not cannibalized. Understanding your Daily Optimal Post Frequency can be used with understanding how long your posts’ live. If your average post lifetime was 9 hours, and your Optimal Post Frequency was 2x/day it’d be best to post early morning and sometime in the evening. Sticking to this strategy will most likely increase your engagement, which ultimately builds your EdgeRank.

3. Comments are about 4x more valuable than Likes

Facebook marketers have always believed that comments were more valuable than likes, but now recent studies…

Read more here.

Source: Chad Wittman, Social Fresh