Edge Rank is how your posts and content show up in newsfeeds and search. When you post on Facebook, do people see it? Why are some posts seen more than others? How does your post work with the social platforms algorithm? There is a lot of mystery and hidden secrets, below are the tips I have found helpful.
- Post on each social platform independently. If you use social aggregators you give up the nuance of voice and relevance. For example, when I let Instagram post to Facebook, I don’t use hashtags, because they aren’t part of the communications commonly used on Facebook. This reduces the effectiveness of my post on Instagram, hashtags help you show up in search. In this case, my experience has been that Facebook may actually show your post equally in the newsfeed as it does on Instagram. Using software like hoot suite, that posts to multiple platforms, I have seen a drop off in edge rank.
- Relevance. Your posts should be relevant to what is happening in the world. From global events to holidays to local events, keep your posting in line with what people are interested in and searching for. January might bring more searches about health and fitness and dieting, while February might include chocolate, hearts, valentines day, love and relationships.
- Timing. I am guilty of working late at night, posting online at that time can be flat. Why? A smaller portion of your network is online to see and interact with your content. As time passes over the first 24 hours of posting you don’t receive the benefit of likes, comments and shares to increase your edge rank. Some people use scheduling of posts to compensate, I don’t think this is effective. You give up your analytical skills and ability to pivot with what is happening currently in how you post your content. The real solution is patience. You want to post when your most engaged and largest community is online. It is critical to experiment and vary your posting time, share most of your posts at the “best time” and maybe 20% of your posts at alternative times.
- Intention. This is a strange one, what do you want people to do? Likes, comments, shares will improve your edge rank. Make it clear and easy for people to like your post or comment on it. With the “reaction button” on Facebook, there is a difference between a like and love and anger and sadness. Your intention determines whether you get these reactions or likes. On platforms like LinkedIn, make it easy for people to like your post in the language you use. If you are posting news, be clear about your stance, people want to support you. Getting content shared is more difficult, the basic advice here is make sure the content is valuable enough that people want to educate their friends and connections with your information. People love to learn, when you teach them the content is sharable. Or, it has to be news, people will share what feels like breaking news to their network, we see this commonly with the weather and deaths. People will not share a press release.
- Engagement. Social media acts like a one to many broadcasting system. In reality, it is a two way conversation. Broadcasters have to reply to comments, like responses and interact people who like or follow them. This is how we make the world smaller and find the human connection within the separation of devices and the internet in general. It is also why it so important to “listen” on social networks. If you login, post your content and logout, you are missing half of the value of social media. Engagement is a two way street of communication, participate in your community on all levels from broadcasting content to authentically participating in conversations.
“We need, in love, to practice only this: letting each other go. For holding on comes easily; we do not need to learn it.” Rainer Maria Rilke