After the new F8 Conference we saw the introduction of what is the biggest change in news feed layout since its inception. The importance of featuring good news items at the top of the newsfeed counts now more than ever and that means Edgerank scores count now more than ever.
Edgerank explained
Edgerank is is a fairly straightforward formula that judges your Page’s importance to a particular fan. In a nutshell, every action you initiate on Facebook is ranked by an Edge score, with commenting counting higher than say, a Like, for instance. The more you interact with a Page, the higher that Page’s Edgerank, and the greater the possibility of their Page showing up in your newsfeed.
The converse rings true.
One of the more obvious factors that influence a Page’s Edgerank is time. So if you inherit a Page that has been dead for the last year, chances are your attempts at reviving the Page with mere posting will prove futile.
So, how do you turn that around?
Find out your Edgerank score
Do this by visiting Edgerank Checker to ascertain the Edgerank of each of your Pages.
Cross pollinate
Luckily, other networks don’t have this feature – yet. Thus, you can very easily leverage users on your other platforms by linking them to certain activities on your Page. This of course will only happen through the use of good content.
Go cold turkey on the third party apps
Forget scheduling content and posting via third party apps on your Page during the initial phase of your Page takeover or Facebook will punish your Edgerank even further. Facebook’s strategy is to ensure as many people as possible are using their own API, and not through a third party. This is aimed at ensuring it increases in its value, and thus advertising revenue. So, use Facebook itself as often as possible, and post and engage via the official Facebook Mobile apps.
Good ol’ advertising
Of course the least laborious and most time effective way of reviving your dead hog is dabbling in Facebook ads, website Like buttons, email marketing and other initiatives to garner new fans, and perhaps their interaction with your revived Page will increase the engagement from their friends who also Like your Page.
Again, this will fall absolutely flat if you don’t have the content to keep them coming back for more.
Conclusion
Ultimately, no matter how furiously you employ the above tactics, all will be in vain unless you take good care of the content you post, encourage fans to ‘Like’, comment and answer questions, post at audience-relevant times, or employ the very basics of your brand personality.
The latest DMMA research results show that social media is the number one channel for forging long term relationships with your customers…are you willing to give up those that are already there?
