6 tips to keep your content top-of-stream

Guest post by Meghan Keaney Anderson
Hubspot

In late September news trickled out about a change in Facebook’s EdgeRank algorithm that was causing big drops in reach for many branded pages for nonprofits, businesses and all organizations. The EdgeRank algorithm determines which posts are displayed in the newsfeed and in what priority order. Noticing a clear decrease in the reach and virality of pages, Beth Kanter took to Facebook to see if many nonprofits had experienced it. She received a number of replies affirming the dropoff, while others, like John Haydon at Socialbrite, say the evidence doesn’t support that claim.

What seems to have changed?

Both EdgeRank Checker and Post Rocket have good posts on the details, but in a nutshell, Facebook has altered the way it displays posts in the newsfeed to prioritize posts that have the greatest number of interactions – a cumulative figure determined by the number of clicks, likes, comments and shares a post receives. The new algorithm also factors in negative feedback and penalizes posts that have been actively hidden by viewers or reported as spam.

Regardless of whether Facebook’s code tweaking is having an impact on your fans’ newsfeeds, the real question now is: Short of paying for promoted posts, what can nonprofits do to adjust to these changes and make sure their content earns the sort of reach and virality needed to engage new volunteers, donors and advocates? Here are a few tips to keep in mind to help your content remain top-of-stream.

Audit your content

1The major point that emerges from Facebook’s explanation of the new algorithm is that posts with the most positive engagement in the form of clicks, likes, comments and shares will appear more often in the newsfeed, resulting in higher reach and virality. This could be a good thing for Facebook users. As more and more brands have ramped up their presence on Facebook, the newsfeed has become increasingly cluttered with content. The algorithm change was designed, at least in part, to reduce the noise in an individual’s newsfeed and give more prominence to really good content.

How to leverage it: Take 30 minutes to audit your content that has done well in the past on Facebook. Put your top content through each of the following questions and see where trends emerge.

• What common traits do the posts have in terms of subject matter or format?
• What tone did each of your top shares have? Were they urgent? Funny? Or did they raise questions for response?
• What was the call to action, if any? In her recent book “Measuring the Networked Nonprofit,” Beth Kanter talks about a ladder of engagement, with smaller actions laying the foundation for larger ones. Where in the ladder of engagement would you place the calls to action of your top posts?

Once you have laid out your top posts and examined their tone, content and format, use any themes that emerged to map out your future posts.

Post at the optimal time to drive activity

2Because so much of the new algorithm depends on early activity, timing is just as important as content. In 2011, HubSpot’s Dan Zarrella conducted extensive research on the topic of social media timing. He studied more than 1.3 million posts from the 10,000 most-Liked Facebook pages to glean some larger trends in the timing of social shares. What he found for Facebook was that shares on average had the highest rate of activity during the weekend. It’s easy to forget about posting on weekends, but weekends are prime-time for engagement with newsfeed posts. Many offices still block Facebook during the workweek. Even for those who allow it, the weekend allows more time for individuals to browse and interact with posts.

How to leverage it: Use a social media scheduler to line up posts for the weekend. See How to schedule a Facebook page update, and see what kind of activity you get. Don’t rely on HubSpot’s research alone, however. Conduct your own experiments to see what days and times tend to see the highest activity within your office. Pull your top posts and see if any trends emerge in the timing of those with the most interaction. Similarly, pull posts that saw no engagement and try to identify black holes in your sharing schedule to avoid in the future. Here’s a look at HubSpot’s analysis, which I pulled together for this post.

As you can see, our posts seem to generate the most activity on Sunday, followed shortly after by Monday and Tuesday. We garner lower engagement toward the end of the week. I also took a look at the time of day when activity is highest for us. Sorted below in the HubSpot social media tool, you can see that we have had good success sharing content with our audience in the mornings.

Understand the behavior that leads to hide, hide-all, and unlike

3In addition to auditing what’s working with your shares, take a look at what would motivate a user to hide, hide-all or unlike your content. Hiding content is tantamount to deleting an email without reading it. Hiding-all is the equivalent of unsubscribing, and unliking closes the relationship entirely. In Facebook’s new algorithm, content that has negative feedback from some users can cause it to be minimized or pulled from all news feeds. Take a look at what could be causing people to hide or unlike your content. Are you posting too frequently? Try altering your schedule to add more space between your posts. Are you asking for too much? Compare posts with different calls to action to see what types cause hides or low engagement.

Post more images and videos

4Our research and our day-to-day experience shows that images and videos tend to have much higher engagement than text-only posts or links. Make sure you’ve got a healthy mix of images Below, an image from United Way of Massachusetts Bay & Merrimack Valley (an organization I support) shows the value of volunteering. The image resulted in 30 likes and 3 comments, among the highest levels of engagement on their page. Want to make an image even stronger? Couple it with a relevant link to your volunteer page or another call to action.

Balance your content

5Trying out different types of content will help you see what posts work best. In addition, keeping a healthy balance of different types of posts can help you engage different people. Oxfam does a nice job with this on their Facebook page. Think about mixing your content up to meet the interests of a growing audience and to keep your Facebook page fresh. Incorporate:

• Blog posts
• Images with calls to action
• Videos
• Cause-driven items for purchase
• Quotes from supporters
• Profiles of the people you serve
• Questions for your fans and followers
• Responses to your fans and followers

Advise super-fans to add your organization to an interest list

6One sure-fire way for your top supporter to see all of your organization’s shares is to encourage them to add you to an interest list. Interest lists on Facebook organize all of your favorite topics and keep you from missing posts. Even better, if the interest list is left public, others can subscribe it – expanding your reach.

You can create your own interest list with partner organizations or nonprofits in your geographic area, then encourage others to subscribe to it. Lists turn Facebook into a media consumption channel in addition to a social network.

Keep calm and inspire on

This was not the first adjustment Facebook has made and it likely won’t be the last. The best response to this and any change from a third party platform is to dissect what drives the change and determine how your social media strategy can best adapt to accommodate it. Early on, the algorithm change raised concerns that purchasing promoted posts would be the only reliable way to maintain a presence in the Facebook newsfeed. But a closer look at the character of the change reveals a number of methods that nonprofits can use remain on top without having to dip into vital funds. Even with algorithm changes, the main tenet of social shares remains true: Interesting, remarkable content will always rise to the top.

Related

• 13 ways to boost your Facebook Page reach without spending a dime (Socialbrite)

The post How nonprofits can adapt to Facebook’s newsfeed changes appeared first on Socialbrite.

Tools & tactics to build authority as a nonprofit advocate

Target audience: Professionals at nonprofits, NGOs, government agencies; educators, Web publishers, individuals. Second of two parts. Also see:
• How nonprofits can take charge of Facebook’s news feeds

Most people use Facebook for personal reasons: to maintain contacts, stay in touch with friends who live far away or to stay on top of one’s social life. Only 15 percent of us use it to maintain professional or work contacts, according to a 2010 survey by ExactTarget. For professional networking, some people turn to social networks like LinkedIn, WiserEarth or A Small World.

But for many of us, our professional and personal lives intersect and blend in deep ways — and this is the new multidimensional public identity we display to the world. That mashup of the professional + the personal is likely to grow, as Facebook rolls out new communications features and now lets you segment your friends into lists and groups, like family, co-workers or professional colleagues.

Below we’ll explore how to increase your influence and reach on Facebook. While this is intended for you as an individual who uses Facebook as part of your professional work life, it’s also applicable to your work as a Facebook Page administrator.

To increase your Facebook clout, you need to get into your friends’ news feeds. Facebook’s EdgeRank ranking system makes judgments about which items it thinks you and your friends will be interested in for your Top News feeds — critically important, given that we spend the vast majority of our time on Facebook via the Top News feed. Trouble is, they often bury the lead — the news most important to you — and they won’t say much about how to fine-tune your Top News feed to your liking or how to take steps to become more visible in your friends’ feeds.

As it routinely does, Facebook declined requests to comment for this article. So we’re left to resort to a parlor game of sorts — a distant cousin of Kremlinology that combines rigorous analysis with a fair amount of guesswork. Whether you call it Facebookology or News Feed Optimization or “building edge,” it’s more art than science.

Let’s play, shall we? Here are our recommendations on how to get more mileage out of your Facebook presence — helping you gain greater more visibility, influence and clout on Facebook for you and your brand:

Find the right vehicle for your professional voice

1On Facebook, you need to find the right balance of business and personal and decide what works for you. Several of my friends have created Pages for themselves — not their businesses, but their personal brands. For example, nonprofit strategist Beth Kanter has a Profile page and a public figure Page for her writing and work in the field, while Chris Brogan manages to do both on his Profile page. Note that personal Profiles are limited to 5,000 friends while Pages have no limit. You should decide what’s right for you. If you use Facebook for personal interactions with your family, you’ll want to create a separate Page for your professional identity. Remember: Creating a second personal account violates Facebook’s Terms of Service and, if you represent a business, nonprofit or organization, you should be reaching out to people with your Facebook Page, not your personal Profile.

Segment smarter

2You needn’t be captive to Facebook’s two main news feeds, Top News and Most Recent. Create Facebook Friend Lists and browse updates from contacts you target in your industry or sector. Create a Friend List by following these steps, then head over to the Most Recent link (pictured above), click it, then click the down arrow to reveal the feeds of the lists you’ve created. (Can this be any more well-hidden?) Your Friend List updates will appear with most recent posts at the top — a subset of your Most Recent feed. Although Facebook’s Home page remembers whether you chose Top News or Most Recent on your previous visit, it doesn’t remember the Friend List you chose, so you must choose it each time you load the Most Recent view.

Choose quality over quantity

3One or two strong Facebook updates per day is better than a half dozen scattershot updates that fly by and don’t have the staying power to attract people’s feedback. One social media “expert” at a recent Barcamp said you need to have at least 20 updates a day per Page to get into a News Feed — that’s patently false (though it may be good advice for Twitter). Dan Zarrella, author of “The Facebook Marketing Book,” suggests that posting just once every other day will get you the biggest bang for your buck. You want your updates to be sticky so that you jump-start conversations. Quality doesn’t mean an essay-length post. Save that for your blog — and write a short update linking to it. Or if you don’t have a blog, you can write a Facebook Note. (Did you know that blog posts can be imported as Facebook Notes?) Be selective about what you post: Don’t post a status update every time you mow the lawn. Include links to stories that are interesting, remarkable, sexy, funny or newsworthy, and include an image if possible. By stoking user engagement, Facebook will reward you for making people spend more time on Facebook.

Say it with the right media

4Here’s the most important secret about building up more authority on Facebook: A lot of it has to do with what tools you choose. Upload videos, check in with Facebook Places, share some photos — hitting the Like button isn’t enough. It appears that Facebook assigns the most weight, or value, to these kinds of content types, roughly in this order:

1. Video. Facebook puts its finger on the scale whenever you share a video that you’ve uploaded to Facebook. With Facebook members sharing than 10 million videos a month (as of mid-2010), the company believes that multimedia increases engagement and time spent on the site. With options to record video with a webcam or upload a video from your computer, Facebook makes it super-easy to post a video. YouTube viewing is robust as well. A YouTube group product manager wrote the other day: “over 150 years worth of YouTube video is watched on Facebook every day.” (See above for how to embed a Vimeo or YouTube video on Facebook.) Does sharing a link to a YouTube video or embedding a YouTube video bump up your visibility? Yes. Does it count as much as uploading a video to Facebook? Nobody outside of Facebook knows — and Facebook isn’t saying.
2. Facebook Places updates. If you’re a mobile power jock, you already have gotten into the habit of checking in with Foursquare, Gowalla or Facebook Places. You can use Places on touch.facebook.com or the Facebook app for iPhone, Android, CrackBerry and other smartphones. Facebook sometimes tweaks its algorithm to give more weight to updates in its newer services, and so it’s now awarding extra juice to members using geolocation updates — a wise business decision given our increasingly mobile society. Chad Wittman, founder of social media management firm SBN, says, “Facebook Places definitely has a heavier weight than competitors” such as Foursquare and Gowalla, whose members’ check-ins carry little weight on Facebook.
3. Photos and photo tagging. The next best way to elevate your Facebook juju is to upload photos to the site. Facebook members today upload more than 4 billion photos per month, making Facebook by far the largest photo sharing site on the Web. Does cross-posting to Facebook using an app like Posterous, Tumblr or Flickr bump up members’ visibility as much as uploading photos directly? Probably not. Says Facebook strategist Wittman: “We see more interaction with true Facebook applications such as Photos. We definitely see a bigger EdgeRank value for Facebook Photo uploads as opposed to Flickr uploads. Photo albums most likely experience on average higher EdgeRank values due to three times more exposure on the feed — three thumbnails vs. one.” One thing’s for certain: Adding a photo tag will immediately get your photo noticed, assuming the person is one of your friends or you have her email address.
4. Share. Fascinating as you are, it’s not all about you. Use the Share button to share interesting updates from friends and Pages you follow. But don’t overdo it, and be sure to add your own personal twist or insightful, provocative observations. “An object created in Facebook — that is, sharing another user’s update — should weigh at least equally to, if not greater than, linking externally,” Wittman says.
5. Link. Use the Link option to share content from the open Web, adding your own distinctive take on the subject, of course. According to an experiment by the Daily Beast, there was no practical difference in results between directing users to an external site vs. embedding YouTube videos on your Facebook Page. So Facebook doesn’t reward people just for staying within its walled garden. But does Facebook prefer links that you share directly on the site over links posted via third-party apps like Tweetdeck, Ping.fm and HootSuite? Who knows? Facebook won’t say! But Wittman draws this conclusion: “Recently I’ve started to believe that links posted via third party apps inherently have lower weight. I just don’t see how they couldn’t. One thing naturally working against third party apps is the Top News feed auto-hiding updates in close proximity to each other from the same app. I find this to be direct evidence that the Top News feed ultimately punishes third party apps.”
6. Status updates & Wall posts. What riveting things are you up to? Be sure to let your friends know.
7. Comments. If items you post attract comments from a few friends, it raises your visibility overall, particularly mutual friends. Comment in a helpful, friendly, engaging way. Add value. Just remember, it’s a process — you build up authority a little bit at a time, not overnight.
8. Likes. Like away — it’s an incredibly powerful tool. Use it for news articles on outside sites that sport a Like button, on updates, even comments. Using lots of Likes doesn’t mean you’ll appear in others’ news feeds, but it will begin to solidify your reputation as a peer and supporter. Don’t be stingy about passing out Likes in your own comment threads. When you Like the comments of the people who chime in on your postings, you potentially draw them back to the thread (by sending them a notification), helping to keep it alive and growing, and you also encourage them to comment on your postings in the future. Adds Dave Awl, author of Facebook Me! (new second edition): “Although I can’t prove this, my sense is that Likes in the comment thread count as edges [EdgeRank juice] for the posting itself — so passing out those warm fuzzies may also be an easy way to add edges.” AllFacebook reported in July that 65 million Facebook users Like something every day, and the numbers have doubtless mushroomed since then. By the way, you’re ostensibly limited to a total of 500 Likes, though Facebook doesn’t enforce this rule.

Interact!

5It’s not all about creating great content. Facebook rewards interaction. If there are certain friends or brands you’d like to see appear in your Top News feed, post comments on their Profile or Page and Like their updates and soon you’ll see their updates appear in your feed, regardless of whether they respond. To lure them into interacting — so that your updates appear in their Top News feed — use a wide range of conversational techniques: Educate, inform, entertain, be funny and engaging, say “thank you.” Be patient, this can take some time to show results.

Tag strategically

6It’s surprising how many people don’t know this trick. When posting an update about a colleague or brand, be sure to tag the name of the person, company or cause by typing @ followed by their name. Facebook will automagically drop down a selection for you to choose from (see above). Just be careful: There’s a fine line between spam and content that you think is valuable.

When tagging a Page in a posting, the privacy setting for the post itself must be set to “Everyone” before the posting will appear on the Wall for the Page you’ve tagged. (This makes sense because all content for Pages is public, so anything that’s restricted doesn’t belong there.) So if you restrict the visibility of your posting to, say, Friends Only, then although you’ll still create a link to the Page for your friends to click on, your posting won’t appear on the Page’s Wall. (Hat tip to Dave Awl for the tip.)

Ask questions!

7If you look at Facebook updates that garner the most comments, often they’re generated when someone asks a question. People love to help out or to weigh in. You could post a question about a personal issue, a professional decision you’re grappling with or about your industry. Or you can be fanciful and ask open-ended questions. Chris Brogan does this brilliantly:

You can ask a question as part of a status update. Or you can use Facebook Questions, which began rolling out in July 2010 — but be aware that not everyone is enamored of the feature.

Also be aware that Facebook Questions still hasn’t rolled out to millions of Facebook members. Here’s what it looks like:

Expand your network

8On Facebook, longevity counts. So if you’re a newcomer to Facebook, you’ll have a harder time getting your status updates to appear in your friends’ Top News feed. Follow these steps, then: Start regularly interacting with them in a genuine, positive way. As you build up your network, include people with fewer than 500 friends, who’ll see more of your feeds and in turn bump up your visibility with everyone. Don’t be overly picky about friending professional contacts you don’t know that well, at least at first. Facebook seems to raise your visibility in your friends’ news feeds if you have friends in common. The bigger your network, the more sway you’ll gain. Just be sure not to send friend invitations to strangers. When starting out, adjust your settings so that the “Show posts from” menu is set to “All of your friends and Pages” rather than the “Friends and Pages you interact with most” option. You’ll find these in two places: in the Edit Options link at the very bottom of the Top News page or in the pop-up menu at the top of the Most Recent view.

Be smart about timing

9You want your updates to get maximum exposure, so be aware of when your activity will generate the most interest. In October social media management company Vitrue released a study that identifies the days and hours users are most active on the Facebook channels maintained by companies and brands (note: not by friends). Highlights:

• The biggest usage spikes tend to occur weekdays at 11 am, 3 pm and 8 pm ET. (I should point out: Your mileage may vary if you live in a different time zone. And, of course, optimum posting times may depend on the nature of your business. If your Facebook Page is for a late-night dance club, night owl postings may work out best.)

• Brand posts in the morning are 39.7 percent more effective in terms of user engagement than those published in the afternoon — which makes sense.

• Wednesdays are the busiest day of the week for fan activity, weekends the least busy.

On the other hand, the study by Exact Target showed that only 35 percent of Facebook users log in during the workday. So you should test during different days of the week and times of day to see what works best — check your analytics. One tip-off: Keep chat on and see what time of day most of your friends are logged in. Finally, be aware that freshness counts: You’ll seldom see content in a News Feed more than 48 hours old.

Comment on current events

10Everybody has an opinion — and they’re usually eager to share it. What’s your view of the popular uprising in Egypt, health care reform or life on other planets? Just don’t try to be the smartest guy in the room. Try on the role of facilitator, researcher or social anthropologist. Be provocative, but stoke conversations, not fires.

Use calls to action in your posts

11Don’t by shy: On occasion it’s fine to encourage your friends or fans to share your content, comment or Like it to increase the weight Facebook assigns it. But save it for special posts like philanthropic events, in-depth reports or juicy updates that would spark the community’s interest.

Post from your mobile device

12If you use an iPhone, Android phone, iPad or other mobile device, get into the habit of posting updates to Facebook, and use Facebook’s powerful Places feature in particular.

Chat up your friends on Facebook

13This is a risky tactic, given that few people like to be interrupted without a good reason. Still, Facebook does appear to bring friends into your news feed more frequently after an exchange of instant messages. So find a legitimate excuse to chat.

Attend events

14The evidence suggests that attending a sufficient number of events through Facebook bumps you up slightly among your circle of peers. You may want to send invitations instead of just responding to them. The more kinds of interactions you have on Facebook — photo tagging, events, chat, polls — the greater reach your Profile or Page in the News Feed.

Use polls

15As with Facebook’s Questions feature, not everyone is crazy about polls, but enough people like them to make this a useful part of your strategy if you deploy polls infrequently. Some poll apps for Facebook include PollDaddy, Poll and iPoll.

It’s not all about EdgeRank

A final word from Wittman, creator of the EdgeRank Checker tool: “One interesting thing we’re finding with all of this EdgeRank research is that we’re starting to see user experience sometimes outweigh EdgeRank. Personally, I believe that a Facebook video outweighs a YouTube video in weight. However, we can’t find that in our research — they are roughly equal. What I think is at play is that users inherently trust YouTube videos more so than Facebook videos. In these situations user experience trumps EdgeRank. This is very important as it illustrates to Facebook Page owners that just doing things the right way can reap just as much success as optimizing for EdgeRank.”

What have we missed? What has worked for you to increase your Facebook stature?

Thanks to Bryan Person of Liveworld and Dave Awl, author of Facebook Me!, for fact-checking this series.

Related

• How nonprofits can take charge of Facebook’s news feeds

• Free Facebook tutorials on Socialbrite

The post 15 ways to enhance your Facebook influence appeared first on Socialbrite.

It’s the heart & soul of Facebook — and few people understand it

Target audience: Nonprofits, cause organizations, NGOs, government agencies, educators, Web publishers, journalists, individuals. Also see Part 2: 15 ways to increase your Facebook stature

Over the years, Facebook has become a central part of our online social presence — for nonprofits, organizations and our personal brands.

So why do so many nonprofits and organizations know so little about how the heart and soul of Facebook actually works? I’m referring to the Facebook News Feed, featured in a Chevy Cruze commercial in the second quarter of yesterday’s Super Bowl.

In this series, we’ll offer tips on how to use Facebook much more effectively as a professional by taking charge of your News Feed. We’ll dissect Facebook’s secret sauce, called EdgeRank, to help you build authority with the right touch, tools and tactics. And we’ll give you tips on how to expand your organization’s reach and influence on Facebook.

How Facebook’s news feeds work

Facebook is far more than a social network: It’s also a personalized news network powered by a highly dynamic engine that’s personalized, relevant and timely. The crown jewel of this dynamic landscape is the News Feed. The News Feed consists of the content continually fed into the center column of your home page from people and Pages you follow on Facebook. You’ll see status updates, photos, photo tags, videos, friend requests, event RSVPs and group memberships.

Facebook’s news feeds have evolved significantly since the first one was introduced in 2006. With close to 600 million members, Facebook handles billions of individualized feeds — an impressive feat of engineering, if you to stop to think about it. Some members may not realize it, but the news stream you typically see on your page displays only a small portion of the updates posted by your Facebook friends.

Your News Feed comes in two flavors:

• Top News contains what Facebook calls “the most interesting content that your friends are posting.” This filtered feed is the default view on Facebook (until you change it), and Facebook said in late 2010 that more than 95 percent of its nearly 600 million members using the Web interface see the site through this prism. (This figure doesn’t count members using mobile apps and third-party apps.)

• Most Recent shows you “all the actions your friends are making in real-time,” Facebook says (though that’s not literally true, as we’ll see below). On Dec. 22, with little fanfare, Facebook updated the Most Recent feed, giving you more filter options, including just photos, just updates from Pages, and posts from the Friend Lists you create. Pretty cool! Behold:

If you’d prefer to see Most Recent as your default, you can scroll down to the very bottom of your Top News or Most Recent page, click Edit Options, and select: Show posts from: All of your friends and pages. (See this Help page for more details.)

You can also choose to hide certain kinds of applications — if you hate quizzes, you can banish quiz apps from your feed — or you can hide posts from selected individuals or Pages. This can come in handy if you have a garrulous buddy you don’t want to defriend or a brand that you’ve changed your mind about. Roll over the X at the right of any post and you’ll see options, which are different for Pages and friends:

A few things to note about the Most Recent feed:

• If you use the Facebook for iPhone or Facebook for Android app, this is the feed you see — the Live Feed gusher, not the filtered Top News feed.

• Does your Most Recent feed contain absolutely all of your friends’ updates? Well, it probably contains 98 percent of them. At the Daily Beast, Tom Weber conducted an experiment and found that updates, links, photos and videos posted by a Facebook newcomer did not appear in some of his friends’ Most Recent feeds. And others have noticed that the Most Recent feed doesn’t contain a few of the updates you see in the unfiltered Live Feed on your mobile device or a third-party app using an API like TweetDeck or Hootsuite. Try it — it’s an interesting experiment!

• I should also mention that an update by a Facebook Group — as opposed to a Facebook Page or personal Profile — does not appear in either anyone’s Most Recent or Top News feeds. Groups may contact their members via in-box messaging up to a maximum of 5,000 members, which Pages cannot do. But today it’s almost always better for a brand to create a Page, rather than a Group, to maximize visibility within the News Feed.

You may also want to check the settings found by clicking on the “Edit Options” button of your Most Recent feed at the top or bottom of the page.

Fine-tuning your Top News feed

Now, here’s where it gets interesting. We don’t recommend turning your Top News into a Most Recent firehose. The idea behind Top News is this: You want to see news from the Facebook members, brands or causes that matter most to you. And we agree: You want to be selective about who to devote your attention to, especially if you have hundreds or thousands of friends and follow scores of Pages. Your time is valuable, right?

So you need to teach Facebook’s Top News feed how to behave. And you want to set up lists for more targeted updates, which we’ll cover in part 2.

What makes it into your Top News stream? Facebook uses a formula called EdgeRank, which takes into account just three factors:

• Affinity: The more often you engage with content by a person or Page over time, the higher your affinity will be for that content creator.
• Weight: As posts are commented on, liked and shared by other Facebook users and their networks, their overall weight increases, even if you’re not connected with those users. A posting with 10 comments and 15 Likes carries a greater weight than one with no comments or Likes. Not all interactions are equal. A comment probably counts more than a Like does.
• Timeliness: The more recent the post, the higher it ranks. As time goes by, its value decreases.

Top News will show you hours-old updates from some friends while ignoring newer posts from others. You probably wonder which of your friends see which of your posts. It comes down to this: A high EdgeRank leads to visibility while a low EdgeRank leads to obscurity.

New tool: The EdgeRank Checker app

Last week social media strategist Mari Smith wrote about a new tool that measures your Facebook Page’s EdgeRank score. If you have a Facebook Page, EdgeRank Checker — pictured at top — steps you through the process of determining how effective your Page is in reaching your followers. No download necessary.

Here’s how it works. Just log in as an administrator, go to your Insights page and select the Page you want to check (image above). Choose a date range, click the Export button and be sure to tab over to select CSV (not Excel). Then upload the CSV file to EdgeRank Checker and it spits out your score in a few seconds. The resulting page will show what your score means. Facebook expert Chad Wittman, founder of social media management firm SBN, created the tool. There’s also a fan engagement checker at Fangager.com – enter your Page username to get a full summary (hat tip to Brian Solis).

The exact way EdgeRank works is part of Facebook’s secret sauce, but we’ll explore how to increase affinity and weight — that is, how to enhance your influence and visibility — in part 2 of this series.

Thanks to Bryan Person of Liveworld for fact-checking and editing this series. Cross-posted to Socialmedia.biz.

The post How nonprofits can take charge of Facebook’s news feed appeared first on Socialbrite.