million users
Facebook is big
of US adult Internet users are on Facebook
Lots of people
Average user spends 11 hours per month on FB Av
erag
e m
inut
es p
er m
onth
700
eating
2010
watch tv
5040
other
8450
work
1350
sleep
1350
billion minutes spent on Facebook per month
Last year that number was 150 billion minutes
Huge amount of time spent
How many pages are you personally a ‘fan’ of?
Average: 5-20
How many times have you revisited those pages?
Average: 0-2
Never return to your page
Harsh truth
Source: http://pagelever.com
I know what you’re thinking to yourself…
Access to their newsfeed Remember, they don’t come back to your page.
So what’s the value?
of comments & likes come from newsfeeds
You have to get into their newsfeed
Source: http://pagelever.com
Start by making them fans
This is a “Fan Gate” »
Tell them what you want them to do
Replaces the old “Become a Fan”
Replaces “Share” by auto-posting to your wall
This is why we need the ‘like’
Getting posts into the newsfeed is critical to building impressions
Average impressions per post
Source: http://pagelever.com
Why do you think this number is so low?
Edge Rank is Facebook’s algorithm
• Ranks on relevancy • Shows 3-5 most interesting posts
(FB randomizes it slightly so it doesn’t seem so stalkerish)
• The majority of fans NEVER see your status updates
How does Edge Rank work?
• Affinity score - the affinity between the user and the creator of the item
- number of times the users profile was checked
• Weight - comments & likes add points
- my comments are worth more than those of my friends
- comments are worth more than non-friend comments
• Time Decay - as time passes, stories lose points
Curious little note here:
The native “Edge” score treats photos & video better by default than it does with
text-only posts
You can’t SPAM it as hard as you may try
• EdgeRank is between an object and a user unlike SEO, an EdgeRank score is different for each user
• No such thing as generic “Edge Rank score” the architecture of the algorithm makes it impossible
• Real-time score competes with everything in the newsfeed… as long as a status update is in the top 3-7 posts, you’ll probably be shown until time decay reduces points OR other posts push you out
You CAN optimize your content
The native “Edge” score treats photos & video better by default than it does with
text-only posts
Ever think about posting on Saturday mornings?
• Best time to post
Write at a 9th grade level
• Content
Video & photos work best
• Format (text/photo/video/link)
Target friends of friends with campaigns
• Localization / relevancy
And target content to your users & friends of users
1. Customer service
2. Friends of fans interested in biz/tech/news
3. Fans of Salesforce pages
Marcus Nelson Director of Social Media @marcusnelson
Rich Liu Global Marketing Solutions
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