Your Facebook newsfeed doesnâ€™t simply include all updates from each of your friends and all the pages you like. Facebook uses an algorithm, often called EdgeRank, to determine what stories appear in each Facebook userâ€™s newsfeed.
Facebook shows page administrators the number of users who see each of the page’s posts. Many administrators were surprised to see that only a fraction of those who like their page actually see the posts. EdgeRank is the reason, so it’s important to understand how it works.
An Edge is defined as everything that “happens” in Facebook – everything from status updates and comments to answering questions and sharing. Any action that happens within Facebook is an Edge.
Facebook’s EdgeRank is calculated using three factors – affinity, weight and time decay:
- AffinityÂ is a the relationship between a Facebook user and an Edge. If a user comments on or likes a friend’s or page’s post, they are indicating an affinity for that friend or page. Â Actions such as commenting, liking, sharing, clicking, and messaging influence affinity.
- WeightÂ assigns value to certain actions within Facebook. Commenting is more involved and therefore deemed more valuable than a like so the weight of a comment is more than the weight of a like. As a general rule, it can be assumed that Edges that take the most time to accomplish tend to weigh more.
- Time DecayÂ refers to how long it’s been since the Edge was created – the older the Edge, the less valuable it is in the eyes of Facebook. As an Edge ages, it loses value. This system ensures that newsfeeds are filled with fresh content and not older, stale content.
Understanding how Facebook’s EdgeRank works helps page administrators understand how their content will be seen. Evaluating your posts and understanding which content entices users to comment, share, and like will help pages ensure that those who like their page actually see the posts.