The Facebook algorithm, a page out of Google’s book.

EdgeRank- Facebook’s algorithm for organizing the content you see on your news feed. Here are some of it’s most important factors:

Affinity- The more a user has interacted with your page in the past, has an affect of how often they see your posts.

Weight- Post type and user interactions have a higher potential to show up in a feed; for example, photos and videos will outrank word posts in a persons feed.

Time Decay- The longer your post has been up, the likelihood it will show up in someone’s feed again decreases.

Edgerank diagram

According to The BufferApp, the gist is that, “Most of what you post on Facebook will not appear in someone’s news feed – if they don’t interact with you.”

These are some common myths:

*Everyone has their own EdgeRank score*
*Using 3rd Party posting tools has a negative affect on rank order*
*Recent EdgeRank updates show less of your posts in news feeds *

MarketingLand informed us that the internal use of the word, EdgeRank, is no longer. Facebook doesn’t identify with the term because there are far more factors than the three original: Affinity, Weight, and Time Decay.


“Nothing is off the table when we’re looking at what we should show users,” Facebook says. “It can be clicking on ads or looking at other timelines. It doesn’t have to be just what the user interacts with in the News Feed.”

EdgeRank is a thing of the past, and it’s been replaced by a machine learning-based algorithm that, Facebook describes, “only ever gets more complicated.” The new term is simply, The news feed algorithm.


Mark Cuban goes out on a limb in his blog about the “inefficient results” that Facebook’s algorithm is producing. He brings up a very interesting point on how their ranking system for engagement based on clicks, likes and shares just doesn’t work for a social network. “We should know better than an algorithm what those who like us actually like,” said Cuban. Now, I think where some of the disparity lies, is in purpose. Cuban wants to use the site to send out ads and spam like content that his followers may not want to see. Business requires numbers, and that’s just what EdgeRank and it’s successors provide. Many might say that Cuban is just upset because his posts can’t reach all of his target audience. Facebook is a business, not a charity, so of course they have taken a turn that has the potential to be more profitable. Most portals charge a fee to promote ads, Facebook is just a late adopter because of increasing pressure to have a better bottom line.

It is interesting that as a social media site, their goal is to connect the world- it would seem that by implementing an algorithm, they are hindering the true capacity to achieve that. With this, I do see where Cuban’s argument has some legs. Note that Twitter has taken a totally different approach to “connecting the world” than Facebook has, but they may be headed in the same direction soon!

The message is obvious and Business Week says it best, “Don’t be spammy with your posts, and lots of your users will still see them for free. And if you want to spam them anyway, you will have to pay for sponsored posts to do that.”

So although I do think Mark Cuban has some valid points, I think they’re more self-serving than anything, and thus skewed in their accuracy. If my boss asked “What should we do to improve our Facebook performance?” I’d follow Facebook’s guidelines;

**Make your posts timely and relevant**
**Build credibility and trust with the audience**
**Ask yourself, “Would people share this with their friends or recommend it to others?”**
**Think about, “Would my audience want to see this in their news feeds?”**



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