Facebook Story Rankings: The Edgerank Algorithm

In August 2011 I posted guidelines on Google Panda, the algorithm that is used to rank web sites and differentiate between the good, the bad and the ugly. Most people are aware that search engines have ranking mechanisms; indeed a whole industry has grown up around Search Engine Optimisation [SEO]. It is less well known that Facebook has an equivalent algorithm that determines the order in which 'Stories' appear on the Facebook 'Home' page. An understanding of the Facebook 'Edgerank Algorithm' will help businesses gain advantage by positioning their Facebook posts towards the top of 'Recent Stories'.

The Edgerank Algorithm
Earlier this year many Facebook users were irritated by a change in the Home page layout (not the first time that tinkering by Facebook has produced a negative response). Previously, all 'Status Updates' had appeared in chronological order. Suddenly, and without any obvious announcement of a change, Updates were organised in a seemingly arbitrary order. The most recent Updates no longer appear automatically at the head of posts on the Home page. In many cases users are obliged to scroll down through much older 'Stories', or click on 'Recent Stories', to find recent posts. The new layout is something of an obstacle, particularly to commercial Facebook users intent on bringing information and announcements to their networks.

Behind all of this was the Edgerank Algorithm, which rates 'Stories' by 'RECENCY', 'EDGE WEIGHT' and 'AFFINITY'.

Recency
'Recency' is easy enough to understand. Recent 'Stories' have the advantage over older posts so long as other factors are in place. Frequent postings will gain 'Recency' points: try to post two or three times per day.

Edge Weight
Functions and actions related to a post are called 'edges'. The more there are, the better the 'Edge Weight' and the higher the ranking. Every 'edge' is awarded a value and all the 'edges' are added together to give an overall score for the post. 'Edges' include:

• Photos and videos.
• Links.
• Comments.
• 'Likes'.
• 'Shares'.

 From the above it can be seen that posts that include photos or videos, along with a clickable link, are high value; and that varied content of this type will encourage comments, 'likes' and 'shares' and increase the 'Edge Weight' value even further.

Affinity
'Affinity' is the degree of closeness that Facebook users have with members of their network. High interactivity between Facebook members increases the 'affinity' value of posts and prioritises 'Stories' with Facebook connections. It follows that by encouraging your Friends to interact with your posts you will raise your 'affinity' rating. For example, ask them to 'click' or 'share'.

Putting It All Together
The Edgerank score is calculated by multiplying together the values given to 'Recency', 'Edge Weight' and 'Affinity'. If this score is higher than other current Facebook posts it will appear in poll position on the Home page. Awareness of Edgerank will help Facebook users ensure high visibility with their Friends and stimulate further actions, whether to drive web site traffic, increase sales or raise the profile of an individual or brand.

One Further Practical Tip
Always check which of your Facebook Friends are online before posting, to make sure that you're reaching as many of your intended targets as possible.