Easy-to-follow video tutorials help you learn software, creative, and business skills.Become a member

Posting to your Page strategically (for EdgeRank)

From: Social Media Marketing with Facebook and Twitter

Video: Posting to your Page strategically (for EdgeRank)

I'd like you to switch gears for a moment and go to your personal account on Facebook. Just look at your News Feed, like right here we're looking at Anne Smithson's News Feed. How many posts do you see in your News Feed that come from pages that you've liked? Now chances are very few. It's actually pretty rare for a page post to make it into the News Feeds of people that have liked that page. Here we see just one and it's just that this is my own page. It's interesting because most page owners think that every time they post something to their page, it's going to immediately appear in the News Feeds of everybody who liked them and that's why they're trying to get thousands of likes, so that their message can be viral but it's actually, not quite true.

Posting to your Page strategically (for EdgeRank)

I'd like you to switch gears for a moment and go to your personal account on Facebook. Just look at your News Feed, like right here we're looking at Anne Smithson's News Feed. How many posts do you see in your News Feed that come from pages that you've liked? Now chances are very few. It's actually pretty rare for a page post to make it into the News Feeds of people that have liked that page. Here we see just one and it's just that this is my own page. It's interesting because most page owners think that every time they post something to their page, it's going to immediately appear in the News Feeds of everybody who liked them and that's why they're trying to get thousands of likes, so that their message can be viral but it's actually, not quite true.

Look at the very top of your personal pages News Feed. You see where it says Sort? Facebook is constantly changing this language up here, but if you click here you should see that it is not showing you the Most Recent Stories, it's actually showing you Top Stories, so it's showing you like highlights. What Facebook thinks would be most interesting to you based on the friends that you constantly talk back and forth within Facebook, who's group of likes or other friends has a lot of overlap with your group of friends. So there's this secret algorithm that's happening in the background that drives the Facebook engine in deciding which posts should appear in user's News Feeds.

You know, and even if you switch to Most Recent from Top Stories which I would say maybe two percent of Facebook users ever even bother doing, it is likely even then that they have so many friends that their page posts are not going to appear there. As an individual Facebook user, after you like a page, unless you keep going back to that page, it's really likely you're never going to hear from that page again. So I'm going to switch this back to Top Stories. Where does that leave you as the page owner? Well, first you have to try and drive people to your page to continue coming back to your page, if at all possible.

So you can't just rely on your page's posts blanketing the News Feeds of everybody who likes you. You have to use every method of marketing: HTML, newsletter, your podcasts, your display ads have to drive people to your page. They have to have a reason to get there. But if you remember from the very first chapter in this title, I said if you can get your post to appear in your user's News Feeds, then they will like or comment or share those to their own friends, and that's where the viral nature of Facebook really comes into force.

How can you increase the chances that your page posts will appear in the News Feeds of the people who have liked your page? That's called EdgeRank. You need to increase your post's EdgeRank. EdgeRank is the name of the algorithm that Facebook uses to decide which posts appear in the News Feed under Top Stories. EdgeRank is comprised of three things. Let's look at back at Bliss Number 5's page. It's posts and this not one of those exciting posts here. Let's look at somebody else's post.

Let's look at our friends at Cupcakes-A-Go-Go. The people have 3,000 some likes. EdgeRank is based on three things. One is recency. What is the chronology of when they posted? So of course, more recent posts are likelier to appear at the top of the News Feed than older posts. Number two is affinity. How often do you interact with each other? You'll find as your page matures, that the same group of people seem to be posting and commenting on your page. It is very likely then that your posts are appearing on their News Feeds because they have a lot of interaction with you; that's affinity.

And third is called Edge Wait. Facebook really likes posts that have pictures or that have videos or that have links, but definitely pictures and videos are much more powerful. Facebook wants users, when they go to their Facebook page, to see a page full of really cool looking images and interesting posts and links and not just boring status updates. So if we scroll through Cupcakes-A-Go-Go page you can see that almost every one of their posts features one of their products with a story that goes along with it.

Now what if you don't sell products? What if you're a computer consultant or something like that? You could always find some sort of tie-in to a video on Youtube that you can link to or maybe a picture from istockphoto or from Flickr that you're allowed to use, something to illustrate the story that you're trying to post, so that's a way to increase your EdgeRank. To increase your affinity the amount of interaction that users have with your posts, try and post the occasional story or frequently post requests for action.

Have them comment on what is their favorite aspect of your business, or who do you think should win: A or B? Ask for opinions, try and get comments from the people who are viewing your posts, whether in their own News Feeds or on your page. You can even use to Ask a Question that lets you create a little survey on the fly that people can vote on, and then they can also add a comment. So keep that in that mind as you are actually posting stuff on your page, to try and increase your post's EdgeRank. Make it frequent, encourage interaction, and try to always include an image, a video or a link.

Show transcript

This video is part of

Image for Social Media Marketing with Facebook and Twitter
 
Expand all | Collapse all
  1. 1m 3s
    1. Welcome
      1m 3s
  2. 22m 45s
    1. Understanding online marketing
      9m 12s
    2. Comparing Twitter and Facebook
      8m 38s
    3. Preparing for online marketing
      4m 55s
  3. 26m 10s
    1. Setting up your business account
      6m 45s
    2. Creating and applying custom backgrounds
      9m 1s
    3. Tweeting and following
      5m 21s
    4. Following Twitter's terms of service
      5m 3s
  4. 25m 46s
    1. Setting up your personal profile
      7m 42s
    2. Understanding the News Feed
      5m 47s
    3. Controlling access to your posts
      4m 48s
    4. Customizing privacy settings
      3m 30s
    5. Following Facebook's terms of service
      3m 59s
  5. 1h 5m
    1. Crafting follow-worthy Tweets
      8m 55s
    2. Attracting followers
      7m 41s
    3. Following the right people
      6m 10s
    4. Responding to mentions
      5m 40s
    5. Tracking keywords in the Twitter stream
      7m 8s
    6. Using hashtags
      4m 12s
    7. Getting Retweeted
      9m 7s
    8. Adding your Twitter feed to your blog or web site
      4m 51s
    9. Integrating a "Tweet This" feature into your online marketing
      4m 12s
    10. Measuring your impact
      8m 1s
  6. 2h 2m
    1. Touring Facebook Page timeline features and controls
      9m 49s
    2. Creating a new Facebook Page
      7m 50s
    3. Creating a profile picture
      8m 26s
    4. Designing a cover image
      7m 38s
    5. Creating a combined cover-and-profile image
      8m 43s
    6. Using the admin panel
      4m 26s
    7. Editing important Page settings
      7m 19s
    8. Adding and featuring Page admins
      6m 0s
    9. Customizing the apps bar
      5m 39s
    10. Posting to your Page strategically (for EdgeRank)
      5m 18s
    11. Pinning, highlighting, and adding milestone posts to the timeline
      6m 18s
    12. Managing spam by hiding and unhiding user posts
      6m 3s
    13. Using the Notes app for longer posts
      5m 43s
    14. Using Facebook as your Page
      4m 58s
    15. Adding favorite Pages to your timeline
      4m 9s
    16. Building an audience for your Page
      7m 22s
    17. Adding a Facebook Page feed to your web site
      7m 38s
    18. Analyzing traffic with Facebook Insights
      9m 8s
  7. 59m 22s
    1. Reducing your workload with social media management programs
      9m 27s
    2. Enhancing your Page with Facebook apps
      5m 53s
    3. Creating your own iframe app to customize your Page
      14m 55s
    4. Using a third-party iframe app
      6m 39s
    5. Adding a Like button to your content outside of Facebook
      6m 29s
    6. Advertising on Facebook with Facebook Ads
      12m 28s
    7. Advertising on Twitter with sponsored Tweets
      3m 31s
  8. 3m 59s
    1. Next steps
      3m 59s

Start learning today

Get unlimited access to all courses for just $25/month.

Become a member
Sometimes @lynda teaches me how to use a program and sometimes Lynda.com changes my life forever. @JosefShutter
@lynda lynda.com is an absolute life saver when it comes to learning todays software. Definitely recommend it! #higherlearning @Michael_Caraway
@lynda The best thing online! Your database of courses is great! To the mark and very helpful. Thanks! @ru22more
Got to create something yesterday I never thought I could do. #thanks @lynda @Ngventurella
I really do love @lynda as a learning platform. Never stop learning and developing, it’s probably our greatest gift as a species! @soundslikedavid
@lynda just subscribed to lynda.com all I can say its brilliant join now trust me @ButchSamurai
@lynda is an awesome resource. The membership is priceless if you take advantage of it. @diabetic_techie
One of the best decision I made this year. Buy a 1yr subscription to @lynda @cybercaptive
guys lynda.com (@lynda) is the best. So far I’ve learned Java, principles of OO programming, and now learning about MS project @lucasmitchell
Signed back up to @lynda dot com. I’ve missed it!! Proper geeking out right now! #timetolearn #geek @JayGodbold
Share a link to this course

What are exercise files?

Exercise files are the same files the author uses in the course. Save time by downloading the author's files instead of setting up your own files, and learn by following along with the instructor.

Can I take this course without the exercise files?

Yes! If you decide you would like the exercise files later, you can upgrade to a premium account any time.

Become a member Download sample files See plans and pricing

Please wait... please wait ...
Upgrade to get access to exercise files.

Exercise files video

How to use exercise files.

Learn by watching, listening, and doing, Exercise files are the same files the author uses in the course, so you can download them and follow along Premium memberships include access to all exercise files in the library.


Exercise files

Exercise files video

How to use exercise files.

For additional information on downloading and using exercise files, watch our instructional video or read the instructions in the FAQ.

This course includes free exercise files, so you can practice while you watch the course. To access all the exercise files in our library, become a Premium Member.

Are you sure you want to mark all the videos in this course as unwatched?

This will not affect your course history, your reports, or your certificates of completion for this course.


Mark all as unwatched Cancel

Congratulations

You have completed Social Media Marketing with Facebook and Twitter.

Return to your organization's learning portal to continue training, or close this page.


OK
Become a member to add this course to a playlist

Join today and get unlimited access to the entire library of video courses—and create as many playlists as you like.

Get started

Already a member?

Become a member to like this course.

Join today and get unlimited access to the entire library of video courses.

Get started

Already a member?

Exercise files

Learn by watching, listening, and doing! Exercise files are the same files the author uses in the course, so you can download them and follow along. Exercise files are available with all Premium memberships. Learn more

Get started

Already a Premium member?

Exercise files video

How to use exercise files.

Ask a question

Thanks for contacting us.
You’ll hear from our Customer Service team within 24 hours.

Please enter the text shown below:

The classic layout automatically defaults to the latest Flash Player.

To choose a different player, hold the cursor over your name at the top right of any lynda.com page and choose Site preferencesfrom the dropdown menu.

Continue to classic layout Stay on new layout
Exercise files

Access exercise files from a button right under the course name.

Mark videos as unwatched

Remove icons showing you already watched videos if you want to start over.

Control your viewing experience

Make the video wide, narrow, full-screen, or pop the player out of the page into its own window.

Interactive transcripts

Click on text in the transcript to jump to that spot in the video. As the video plays, the relevant spot in the transcript will be highlighted.

Are you sure you want to delete this note?

No

Your file was successfully uploaded.

Thanks for signing up.

We’ll send you a confirmation email shortly.


Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

Keep up with news, tips, and latest courses with emails from lynda.com.

Sign up and receive emails about lynda.com and our online training library:

Here’s our privacy policy with more details about how we handle your information.

   
submit Lightbox submit clicked
Terms and conditions of use

We've updated our terms and conditions (now called terms of service).Go
Review and accept our updated terms of service.