EdgeRank : The Secret of Facebook Marketing

images (14)

Ask anyone and they will say Social media marketing is their biggest strength when it comes to digital marketing. And all this started with the emergence of Facebook. If you don’t know how the concept of social marketing works in Facebook then it’s a waste of your time, money and energy. So here we are to discuss more about that. We have heard a lot of buzz about the Edgerank algorithm. And if you really want to know, Facebook promotion is all about the EdgeRank but paid promotion also helps to target your promotion to your real and hardcore followers. But we are not going to discuss that aspect of Facebook here, it’s a discussion for another day.

 

What is EdgeRank algorithm?

 

How does it work and does it a play a key role in the promotion of your Brand/Company?

 

Every content is a source of a status update and every engagement with mentioned source is considered to be an “edge” and hence comes the concept of “EdgeRank”.

This  algorithm is used by Facebook to give rank to posts on a user’s ‘top status feed’ to display only those posts which deserve to be on top of the status update feed’ and the rest of the status feeds are sidelined or are given less preference.

Normally when a user logs in to Facebook there are many more posts destined to be displayed on a main page of the user but are not displayed because of the effect of this algorithm.

It is necessary for digital marketer to understand how the EdgeRank algorithm works. If you write posts according to the rules of the algorithm, then your posts will have a higher probability of being shown on the top of the news feed. This gives us the impression that it is very similar to Search Engine Optimization. In fact yes it is.

 

Understanding how the algorithm works is the key to changing your tactics. And this gives you an edge or advantage that will give a boost to your new marketing campaign.

So what is an ‘Edge’?

Let’s first start off with the name. I know it sounds cool but actually as we mentioned earlier every piece of content is considered as an “edge”.

In its entirety we can say that a status update, liking a status update, uploading a photo or anything new is kind of an edge. Basically, every engagement we have with Facebook that leads to a creation of a new piece of content is known as an Edge.

The EdgeRank formula is based on three things. And they are -:

facebook-edgerank

Affinity

Affinity is a stat or rating based on how close or friendly you are with someone. You’ve already seen this in play. If you interact or visit someone’s page on Facebook then it s natural that your timeline will have news feed full of the person you are interacting or following. Even if you comment on someone’s photos then you’ll notice that they are appearing in your feed more frequently. This is how affinity works in this algorithm.

Facebook seems to understand that you’ve sent a proactive relation to this particular individual or organization and that’s why the algorithm acknowledges this  relation or bond and begins to order the results in your newsfeed accordingly.

But it also has a reverse effect, the more someone appears in your status feed, the more there is a chance that you will develop affinity to that person, which will ultimately make their feed appear on your timeline.

But as a marketer you should be concerned about the rule of affinity because affinity works only one way. The inference is that, if you are checking out the profile of long lost buddy then that doesn’t mean that it will increase the probability of you appearing in their news feed.

Edge Weight

Edge Weight is the another part of the EdgeRank which decides which source of content has more weightage than other updates and thus which of them is more likely to be chosen to  appear in news feeds.

There are three types of content which are considered to have the highest Edge Weight and they are Videos, Photos, and Links. You should try to incorporate your content with these high weight elements in order to reach as many of your fans as possible

You also need to focus on the matter that each person’s Edge Weight is different, i.e. if some people love browsing and liking images then it is possible that they will have the same type of content appear in their feed than someone who doesn’t follow this practice at all. So just don’t start adding photos to every status update because it’s not possible to understand which types of object each of your follower favours.

So people who don’t often click on photos might prefer a link, a video or an old fashioned text status update. So consider that option as well.

So, clearly every type of element of Edge weight is important, but understanding the relative weights of each type of element will help you increase the power of any promotion or announcement you try to pitch across Facebook.

Recency

The last thing that you need to look into EdgeRank is recency, which can be actually described as the time decay. Facebook always focuses on the temporal characteristic of the content. In simpler terms recency means that something new has more probability  of  appearing  on the news feed than something old.

This implies that you should create edges (status updates) at the time when your target audience are actually using Facebook. This increases the chance that your content will reach to your audience and they will interact with it.

So How can you increase your EdgeRank

 

  • Interacting with your audience and getting them to respond back is the best way to have a great affinity between them and you.
  • If you have an important product launch or new announcement coming up then first, you need increase the affinity between your followers and you ahead of the event. For this you can start a debate on a exciting and engaging topic reeling them in so that lots followers contribute and follow what you have to say next.
  • Where, When, Why, Would and various other question type tags begs your fans curiosity and have an exponential effect on likes and comments the ultimate source of user engagement.
  • Images Videos and Links have a higher than average weighting so they should be part of your posting plans.
  • Also maintain a schedule based upon the timing of the highest user engagement. Studying and analyzing these figures will give you all the edge you are gonna need in Facebook Marketing.

 

Tagged , , , , , ,

My Perspective at Facebook “The God of Social Media”

7310
Happy belated birthday Facebook. I know I am late (probably slow too) but I gonna wish and write it anyway. It all began exactly 10 years ago in the afternoon of Wednesday, February 4, 2004 and now Facebook is 10 years old and still going strong. In 2004, Facebook had a million users, and it all began in the US colleges where Facebook was born. And now it has grown like a virus (no pun intended). Today it has nearly 1.2 billion users 900 times the users it originally had in the beginning. And anyone with an internet connection and the age over 12 can use Facebook, as it is available in almost every country, in 70 languages.
Half of the US population is on Facebook and that is saying something about the power and influence of a social networking site over the lives of US citizens. Even when two billion people are online in the world, 1 in every 3 online users are on Facebook. And not only that the stats show that 1 in every 7 minutes spent online by internet users all around the world is on Facebook.
Facebook’s users nearly spend about 8-9 hours on the network per month. Or nearly 23-24 minutes every day.
If you want to talk about connections or the closeness of the people online all around the world then you would love to hear this, that on an average there is only 3.74 degrees of separation between two Facebook users.
Forget about the users for a second and think about how much data would that be? Facebook takes more than 100 petabytes of storage to store your personal life on the web which includes your photos, videos and status updates. That size of data would be even larger than some of the biggest libraries in the world. For instance it is 100,000 times bigger than the Library of Congress.
That’s really a lot of data .All that data does really raise concern of the privacy of nearly 1.2 billion people on Facebook. Facebook has a data record of every user categorized in 47 categories. And if you consider it for a moment some may amount that to over 1,000 pages of a book about their life if they tried to print it all out. That could be used to write biographies of the people if you want to. Your past, your present and your future will always will leave a digital print of your existence and you will be remembered in the history of the digital world forever because of Facebook’s timeline presentation of people’s life. It also uses a lot of that data to sell highly targeted advertisements.
When it all began my friends use to ask me how Facebook earns money because if a thing grows out to be this big it gotta be earning a lot of money. And I used to be confounded at the time, but when I did research on the subject I was astonished to see the figures. Facebook does make a lot of money.
• In 2005, Facebook had a revenue stream of around 50 million dollars.
• In 2009, that figure soared and got raised to nearly 777 million dollars.
• In 2011, they reached the mark of billion dollars .They had a revenue stream of approximately 3.7 billion dollars at that time. Can you even imagine that?
That’s like five times increase in just 2 years between 2009 and 2011,.
• And the now the marketing fact is, all that cash comes from advertising. I never would have predicted that thing ever at that time.
• But now the modern times have given rise other income sources to Facebook like games and apps which are money earner niches as well.

Facebookusers

Now on a more serious note, what if Facebook just stops growing and gaining new users?
In 2009, its growth was approximately 22.8% in the quarter charts. But in 2012 the figures dropped down to as low as 6.6%.
Facebook is not number one social networking site everywhere in the world. For instance, in Russia, the top social media site is vKontakte.
Facebook’s markets (its users and its appeal to the audience) have become saturated, and most people in the Western side of the hemisphere who might use Facebook already do. So to keep growing, it needs to find millions of new users somewhere else.
And where would it find its new users?
According to the new stats Facebook and twitter are loosing followers especially teens. Teens see Facebook as a place only for mom and dad, they’re likely to adopt a new hang out online of their own. And, Facebook may go the way of Myspace and the dinosaurs and become extinct. But buying whats app was a bold move on Mark Zuckerberg’s part. And that too for 19 billion dollars. Phewww…that’s steep.
I think with the phenomena of dark sharing prevailing the web now Facebook will need to make some drastic changes to come on top again. Because people are becoming more paranoid about sharing their life on Facebook and are resorting more towards private sharing and messaging.
What’s your opinion ? What do you think will happen? Is there a definite chance that Facebook will bounce back?

Tagged , , , , , ,

Mobile Marketing The Next Big Thing !

mobile-marketing-banner-yes1

 

Mobile marketing is the next new thing and it is getting big and will continue to grow bigger.Developing a mobile SEO strategy will give your company a competitive edge. Recent studies suggest that nearly 74 % people use a search engine to buy things online and that 83 percent of mobile users make the purchase within that day. Not only that the majority of people use mobile to view and update status on social networking sites .I think it’s totally gonna bring about a revolutionary change in the field of business and marketing. The rise of smartphones has contributed a lot to this emerging interest in mobile marketing.

Mobile Marketing is definitely different from the basic internet marketing. And we need a completely different strategy to succeed. The existence of strong mobile content to attract users is still rare and that leads to new doors being opened for a lot of speculation and experiments about the right way of doing mobile marketing. Here are some essential strategies that you can use to ensure that mobile marketing is done the right way. And I need to beg for your attention because this is a long one guys but I promise you one thing you will emerge from this one “enlightened”.

User experience is the first thing you need to focus on.

User experience which is all about your mobile user interface is the important parameter when we consider to develop a mobile marketing strategy in 2014.If the user interface is simple, flexible and attractive enough then it can engage a lot of visitors, which will be good for the rankings too. And this in return will give rise to the possibility of more sales conversions. When Google itself is making a decisive step to improve mobile user experience, then it becomes paramount for businesses to align themselves with this goal and plan their mobile marketing strategy accordingly.

You also need to consider the time factor.

The time parameter is crucial in mobile searching than its desktop counterparts. When you try to observe the comparison between Desktop (and even tablets) and mobile you will notice that casual search is conducted in desktop computers because  people have some time and the liberty to view results carefullybut mobile searches occur spontaneously and can be done randomly even  in the middle of people’s conversations. And that’s why they need exceptionally quick responses. For best results you need to provide instant response and good search functionality on your website, and you will also need to work on performance issues. Less than one second load time is the ideal response. Page load speeds can have a great effect on user-experience and that’s why needs to be considered.

Different strategies are needed for different types of websites.

Mobile Optimization depends on the type of website you have and upon the target audience demographics interested in it. Options available for such type of optimization are given below.

  • Responsive websites In this type the content of the website automatically moves into a mobile format interface when it is accessed by a mobile device. This is an efficient practice with less probability of errors and is the easiest way to build your website using responsive design on the fly. But having a complex website which has a lot of content and detailed menus can complicate things. You will need to build your website again using responsive design, and sometimes responsive design doesn’t necessarily convert well into mobile formats.
  • Dynamic websites identify whether the website is being accessed from a mobile device or a computer, then it responds with the appropriate code depending on the device used. The URL is same in either version which is good. Mobile sites have to be functional and they must provide a good user experience. Although it is efficient, it can be a little tedious and expensive approach.
  • Alternate mobile sites use both independent coding and URLs. If you have to offer some unique mobile features, then it seems a sound idea to do it this way.But sometimes it can be done because of some developmental reasons where you need two different sites altogether.

Geo_mobilemarketing

 Web design aspect of your website needs to be optimized for mobile devices.

Utility and layout of a website have a deep impact on the site’s ability to engage potential users and convert them, especially mobile users who have a smaller interface. You need to provide the content in an interesting and digestible form. Big buttons, simple action commands and more flexibility will make the ultimate difference you need to capture the attention of your clients. The debate on which is the best design option is still ongoing between responsive and dedicated mobile site. But there are pros and cons to both types, and the answer depends on the terms of usability and design you want to provide to your customers. In my opinion usability always trumps design, and unnecessary design should be eliminated in consideration of a flexible user interface. Extensive design can make your site appear cluttered and complicated on mobile devices and this can also slow down the page load speed. So design smartly and consider all the factors for an effective optimization.

Consider conversational & Voice Search because they are necessary.

The Hummingbird update gives a lot of room to voice and natural language searches.People use different type of search queries on their mobile devices than they do on computers normally. And they also sometimes use different search methods. So when people do voice searches, they usually search their query in the form of a question, so voice search queries can be longer than an average search.Jump up on this tip and try to include geographic indicators in your content (gives localization). And also create more content that answers FAQ that you can expect your customers to ask.

Now we know these elements can lead to success of mobile marketing in 2014. But we should consider mobile marketing as an intricate part of digital marketing because getting exposure and traffic is what we are here for. The more sources there are the better and therefore we should try every approach there is. Consumers use various source of devices to find the products and services that interest them. A marketing strategy that gives consumers the opportunity to find your products or services and provide a great user-experience regardless of source will be the most effective marketing strategy in 2014.


Sam Fischer is a Marketing Executive who also specializes in Social media marketing. He likes to write about marketing strategies and the marketing world.He lives in Austin,Texas. And he has a passion for music and new things that doesn’t bore him.

Tagged , , , , , , ,

Evolution Of SEO in 2014

Image

Internet marketers in 2013 struggled to keep in sync with all the changes made by Google in its algorithm which dramatically affected their SERp.

Every time marketers strategize and recuperate from one Google update, there’s  another one down the road, as if it was a game of Whac-a-Mole. But if we were to predict the new strategies of Internet Marketing (by that we are referring to SEO) then what will they be .Lets have a look here for an interesting discussion.

 SEO is not dead but it is certainly evolving The algorithm dictating the search engine result may seem to have made some of the SEO techniques obsolete but new techniques are emerging and replacing old ones and SEO is still thriving in it’s midst. SEO will always be the ultimate tool to market content.

Content marketing – We have mugged up the slogan that “Content is the mother of all king there is” and I think it’s high time that everyone  accepted it .We need to create fresh, detailed and unique content to impress Google as well as our users because spamming(Content spinnig) seem to have become  a lost trade. And if you are caught you will pay it with your website.(getting it penalized)

SEO basics is still considered – Content is  the new way to optimize your website and gain traction. But you still have to optimize your site through keyword research and basic on-page SEO. Keyword research, is still just as important as it was before.

Social presence will be more important than search Search rankings and the SEO still matter. And It’s still beneficial to put your efforts into SEO. But having a strong social dominance on social networking sites is becoming more and more reliable in driving referral traffic and building brand awareness among people.

 Mobile marketing will be next new thing- Nearly 35-39 percent of emails are now viewed on a mobile device. Email marketing has always been the priority for successful marketers because email marketing is all about targeting the real customers who get unnoticed in the usual scheme of things. But now not only we need to optimize our websites for a mobile interface but we also need to update our mobile marketing techniques in sync with the mobile users. Beside that Smartphone users are still increasing and getting in demand. So I guess we would have to focus on that, such as we can build interactive mobile apps that will help clients and customers.

Local SEO will be more helpful– Google and Bing continue their trend of localizing search results. Focusing on aligning our strategy to optimize our website for local searches will eventually boost traffic on a local level. This is good for local businesses but will cause the death of the ‘national’ search in many aspects.

Natural language queries will be given more preference – Hummingbird is an entirely new algorithm being used by Google to decide which pages to select for their search results. When you typed a search phrase, Google would give preference to pages that had that exact phrase on them. The problem with this was that it encouraged copywriters and webmasters to “stuff” their pages with repetitions of their target phrases, trying to make their pages appear to be the “most relevant” for the phrase.
Hummingbird removes that temptation, by taking into account synonyms and near matches to the phrase. Now, a page that is written in more natural language, with variations and synonyms instead of many repetitions of the same phrase over and over, will get preference in being selected for the search results.
The idea is to try to reward better, more natural writing and discourage stilted, unnatural-sounding keyword-stuffed copy.

The-Evolution-of-SEO

Evolution of SEO – The amalgam of  SEO and traditional public relations will represent a new SEO trend, taking the name “digital PR”. Internet Marketing (SEO) will become a part of Marketing communications and PR department. This will create more job opportunities, so fellow marketers don’t worry when you listen rumours that SEO is dead .It may change its clothes and camouflage itself into a new identity but believe me its alive and kicking hard.

Link building is just another form of business networking. There’s been wide speculation that link building has become obsolete because of the current guidelines of Google webmaster. The reasoning behind this is understandable, but It’s not entirely true. It comes down to the types of links we try to build for a website and the intent behind acquiring the link that matters. If you are building high quality backlinks right to your niche then you don’t need to worry.

Schema markup will earn its place-HTML is the web coding language that has been used since the beginning of the internet. The latest version, HTML 5, includes HTML tags that helps search engines understand structured data. (These tags are cataloged and referenced in Schema.org.) Structured data helps the search engines understand the different elements of a page, such as articles, events and local address information in more flexible manner.

In 2013 many things changed and all old and evil things that should have died were buried by updation in Google algorithms. But in 2014 SEO will be all about what it always should’ve been about. Creating a responsive design website, developing a content marketing strategy, engaging in social advertising, making sure our website is technically perfect and user friendly.


Sam Fischer is a Marketing Executive who also specializes in Social media marketing. He likes to write about marketing strategies and the marketing world.He lives in Austin,Texas. And he has a passion for music and new things that doesn’t bore him.

Tagged , , , , ,